Of all the components of a holistic online marketing strategy, search engine optimization (“SEO”) seems to mystify many the most. And it’s true that years back, the key to ranking well in Google was a form of dark art.
That’s changed in recent years. Google’s algorithm has gotten smarter, and is more distinctly tuned in to what the audience thinks is relevant and valuable for a given search term, rather than what we as marketers would prefer to rank well.
As my friend Rae Hoffman says, “Google doesn’t want to make websites popular, they want to rank popular websites.” In other words, get traffic rich by creating content that people want and value first, and Google will make you even richer.
Another friend of mine, John Jantsch of Duct Tape Marketing, has just co-authored a book called SEO for Growth, and it’s a completely up-to-date examination of what it takes to do well in search engines. I was honored that John asked me to contribute the foreword, and long-time readers of Copyblogger will see the natural evolution of tactics and strategies we’ve talked about for a decade.
Tune in for valuable tips on the modern practice of SEO. More importantly, discover how to execute on an SEO strategy that grows your business, not just your search traffic.