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Remixing the routes

A Few Tips on SEO: Choosing Relevant (.edu) Inbound Links and Testing in Paid Search

Posted by annplugged on May 15, 2007

By these days, it has become common knowledge that your placement in search results pages can be better if you do something with your keywords on the site, and pay attention to whom are linking to your site (inbound links), and who you are linking to (outbound).

A recent article on CNN Money, has three hot SEO tips for newbies:

1, hunt for relevant (.edu) links to point at your site: “find academics and hit them up for links. But remember that for lasting credibility with Google, the links need to be relevant. Villanueva, [kitchen furniture retailer] for instance, e-mailed dozens of college instructors who teach woodworking and courses about the lumber industry and snagged two .edu links.” Relevance on furntiture – woodwork suffices, as you see.

2, learn from rivals: “figure out who’s linking to your competition and cut deals with them. Yahoo’s Site Explorer (siteexplorer.search.yahoo.com) will show you a site’s inbound links. Joining Web directories is also worthwhile. Lesser-known ones like BOTW.org and JoeAnt.com can be helpful, but be careful: If your site is about phone services and you don’t see Sprint or Verizon, you might be right to assume that they won’t provide much of a boost on Google.” (registering in Yahoo catalogs and that of Business.com is also said to be working)

3.  need good search phrases? “You can use tools such as Wordtracker to find the phrases that people tend to type when looking for a specific product. But this has its shortcomings. Curiously, popular phrases aren’t always the best. One way to find the most effective phrases is to buy ads on Google’s paid search side. You bid on keywords – related phrases, such as “discount kitchen cabinets” – to ensure that your ad ranks high. Then, using Google Analytics or another system, track which phrases best convert into sales. The terms that work for paid search typically work in organic search. ”

Although the article does not mention it, but I find it especially important: make videos on your products, services, PR events, make interviews with your stakeholders, locally with the citizens you are concerned about etc. or sponsor videos whose content you agree with. Then use SEO optimizing techniques to make your video clips rank better in video search engines like the one running under YouTube (i.e. Google Video Search). Make careful your filename of the video reflects the content and the business intention.

You can start with the key search phrases both in texts accompanying the videofilms, and especially in tags (but do not cram them). Don’t forget to give your website url at the end/ beginning of the film (post, or pre-reel, as you like it) and again, also in the text (on the left side on youtube). Make sure you get a nice and relevant bunch of links (both in and out). If you are satisfied with the results, test the video on a microsite through paid search strategy. Track results, and make even better video content – this time experiment with the a version optimized for cell phone screen resolution, browser, and cell phone use too.

ps: according to Paul Goode from M:Metrics, cell phone is still a white spot regarding frequency, duration, session time etc. but there is a fair amount of data on demographics, genres, types of sites visited. John Baker from Ogilvy One says that a lot of the enterprises are showing strong interest in mobile ads, and soem of them have completed tests. (Advertisers are keen to learn the Web browsing patterns of mobile phone users. CNN’s Jim Boulden reports)

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2 Responses to “A Few Tips on SEO: Choosing Relevant (.edu) Inbound Links and Testing in Paid Search”

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