An insider's guide to the Slingshot SEO applied methodology of search engine optimization.

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18 Νοε 2013 (πριν από 3 χρόνια και 8 μήνες)

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www.SlingshotSEO.com
© Slingshot SEO, Inc. All Rights Reserved.
An insider's guide to the Slingshot SEO
applied methodology of search engine
optimization.
www.SlingshotSEO.com
© Slingshot SEO, Inc. All Rights Reserved.
In the world of internet, content is defined as information shared by
humans across the web through text, images, video and more. Search
engines like Google and Bing work tirelessly to evaluate content across
many different media in an attempt to value each web page the way
that a human might view it. After all, if a search engine bot can
understand content like a human can, it will return better search
results for humans.
In the past several years, search engines have made incredible strides
in their ability to understand web content by using complex language
algorithms that draw relationships between the subject matter of
different documents. This allows search engines to predict how well
users may like the page and then return it above other pages that
users may not like as much. For example, a search engine today may
decide to rank a web page about oranges for a keyword phrase like
“sources of Vitamin C” because of its capacity for understanding the
nature of the user’s query and the relationship between oranges and
Vitamin C.
So what makes great content for a search engine? It’s simple, actually.
Great content for search engines is content that users want to see,
hear and interact with. That’s why Slingshot SEO is the only known
search engine optimization company with an entire staff of writers and
editors at the disposal of each client. It’s not always easy to
consistently produce page after page of exciting, interesting and
useful content for your users. Having access to writing and editing
staffs can be a powerful tool.
At Slingshot SEO, content production is built upon a foundation of
compliance with the client’s voice, brand and unique demands in mind.
Every piece is carefully crafted with the right blend of topic selection,
keyword relevance, and technical aspects to ensure that end users find
it engaging and interesting.
Slingshot SEO puts this same high level of care into every word
produced on behalf of a client, no matter who the audience is or where
it is being posted.
Content
www.SlingshotSEO.com
© Slingshot SEO, Inc. All Rights Reserved.
Link Graph Optimization
When a search engine is trying to decide between two pages of good content, links are
often the final arbiter in determining which page is ranked above the other.
To modern search engines, links from one page to another are treated as endorsements
by the linking domain. Just like other types of endorsements, not all links are equal. A
link to your page from a powerful, trusted domain like whitehouse.gov or bbc.co.uk can
have huge material impact upon the trust and authority a search engine places in your
site. On the other hand, a link from your younger brother’s new blog about baseball
cards may not have the same effect.
Links are one of the most important ranking factors, but they’re not easily earned.
Attracting the right kinds of links that refer traffic to your site and signal to search
engines the relevance of your pages is hard work. High quality content is essential in
gaining links back to your site. It also takes a great deal of promotion to ensure other
website owners are aware of the content you’ve created to generate quality links. Your
website and business also should be deserving of the quality links you’re asking for.
Some SEO companies attempt to take shortcuts in this process by buying links or
engaging in other activities that treat linking as a commodity, not an endorsement.
These efforts, often referred to as “black hat” tactics, are fruitless. At best, links that are
bought and sold are devalued. At worst, a search engine will penalize your site, making it
impossible to rank for any keyword phrase at all.
The authority of the linking page, where the link is placed on the page, and how relevant
the page is to your business are just a few of the factors that a search engine may use
to evaluate the quality of a link to your site. The best link is one that many visitors want
to follow to your site.
Slingshot SEO identifies, targets and engages webmasters who want to endorse a
client’s content with their own site to gain high-quality links.
www.SlingshotSEO.com
© Slingshot SEO, Inc. All Rights Reserved.
Architecture
A website’s architecture can have a profound effect on a user’s visit. Websites that are
slow and difficult to navigate, or that overwhelm the visitor with ads or other useless
content can lead to frustrated users who opt to conduct their information-gathering or
purchases on a different domain.
Since search engines are always attempting to measure websites like a human, it makes
perfect sense that they tend to devalue websites whose architecture is a hindrance to
the overall user experience.
When optimizing a website for search engine optimization, it’s easy to “get lost in the
code,” thinking only about how a page is interacting with a search engine spider. While
that’s an important consideration, most of the attributes that Google and other search
engines recognizes and rewards enhance the user’s experience on the page. For
example, a page that loads quickly can lead to more satisfied users, and Google has
indicated that page load speed is a factor that will influence a site’s ability to rank.
Site architecture, when executed poorly, can actually prevent a page or even an entire
domain from ranking for targeted keywords.
Though site architecture tweaks for higher
search engine rankings may require access
to an expert in web development, most are
easy to implement and are barely noticeable
to the end user. Some changes may seem
innocuous, even trivial, but Slingshot SEO
believes that every tactic should be treated
as the one final change the site needs to
achieve success for every desired keyword
phrase.
It is this relentless dedication to SEO as a
practice that has created so many
successful campaigns for many years. Every
tactic that isn’t executed is thought of as
just one more opportunity for your
competition to outrank you, sending valuable
site traffic to their domain instead of your
domain.
www.SlingshotSEO.com
© Slingshot SEO, Inc. All Rights Reserved.
Social Signals
Using signals within conversations around the web is among the newest ways that search
engines are trying to teach machines to think like a human. Just as a human may question
a search result if they’ve never heard of the brands they see in their results page, a search
engine seeks out positive indications of brand strength. Some of these indicators may
include mentions within major news media or the frequency of a brand mention in content
of certain keywords within conversations around the web.
For example, a query for the phrase “running shoes” is likely to return results from a
website like adidas.com instead of bills-running-shoe-emporium.com. Company press
releases or Twitter conversations among friends are all ways that a search engine may
quantify social signals and use them to separate an established, deserving brand from one
that has very little recognition or loyalty.
As a company, Slingshot SEO has taken its approach to linkbuilding and successfully
applied it to other social areas around the web. Once efforts are focused upon finding the
right people and building valuable relationships, the latest social signals become a
byproduct of that relationship. After all, a real online relationship is manifested across
several media, not only conceived and completed by one link from one website to another.
Though not all social signals occur within social media, websites like Facebook and Twitter
are great places to start engaging your target audience in a friendly, non-aggressive
manner and can even turn into revenue streams in their own right when executed properly.
Major search engines, including Google and Bing, have publicly affirmed their commitment
to using social signals within their search results. Slingshot SEO is uniquely poised to help
clients execute successful strategies that search engines may someday recognize and
reward.
Upon hearing the words “social” and “internet”
together, many people immediately think of social
media sites like Facebook, Twitter and MySpace.
These websites are certainly behemoth in their
reach and activity, but social signals as an SEO
factor go beyond just a few popular websites.
Search engines started giving us extremely
relevant results when they started using links as
indications of popularity. Since then, an entirely
new part of the web has started to offer digital
signals of relevance as people across the web
build more and stronger relationships using media
on the internet.
www.SlingshotSEO.com
© Slingshot SEO, Inc. All Rights Reserved.
Each of the tangible factors listed above (Content, Link Graph Optimization, Architecture,
Social) are key elements in helping search engines recognize your brand and the keywords
for which it may deserve to rank. However, affecting each individually without a greater
cohesive goal in mind often leads to campaigns that don’t move the needle and produce
new visits.
Nearly every website owner has considered the value of top rankings and dreamed of the
legions of visitors a search engine like Google can deliver to their site. Yet the reality of the
work involved in executing a robust SEO campaign is often prohibitive or intimidating.
Slingshot SEO delivers a team of experts that execute that work on your behalf.
Strategy
Interested in more information
on the CLASS method? Contact
Daren Tomey, VP of Corporate
Development at Daren@
SlingshotSEO.com or call
888.603.7337
No campaign is a one-time effort.
Continuous research, development and
innovation is necessary to achieve and
maintain top positions for competitive
keyword phrases.
There are several SEO companies that are
effective at providing suggestions and best
practices. While a careful plan based on solid
research is always important, Slingshot SEO
prides itself in the successful execution of
those plans and strategies through
CLASS—a proven method that defines the
work we do.
Each element of CLASS is equally important.
Any one could be the key that unlocks top
rankings for your website and delivers new,
quality traffic to your website.
Slingshot SEO exists because we love the
internet and are endlessly fascinated by the
way it’s changing the world and serving
people. If your business is a deserving brand,
Slingshot SEO can help you provide the right
digital signals that result in top rankings.