Top 3 SEO Considerations For 2013

Google has changed their search algorithm on 41 different occasions since Response Mine Interactive released a SEO tactics chart in July 2011. Each algorithm update creates opportunities for smart digital marketers to tweak their strategies and tactics. This updated SEO tactics chart showcases the most up to date tactics agile companies use to drive sustained revenue and customer acquisition through organic search.

The sheer volume of factors influencing the organic channel makes it difficult to focus efforts and resources. Pay close attention to the following 3 considerations to efficiently drive organic performance in 2013 and beyond.

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1- On-Site Content – The necessity for a defined content strategy and editorial calendar is more important now than ever before.  Competitors who regularly publish relevant, quality content will have an advantage in the upcoming year. On-site content creates relevancy and context for search engines; however, it has many other advantages. Greater volumes of content create additional internal linking opportunities to cross promote various categories.

Quality content also increases the ability to attract social signals. These signals from sites like Twitter, Facebook, Google+, LinkedIn, etc. are quality indicators for search engines. One of Google’s objectives over the next year is to make it easier for subject matter experts to rank, even if they aren’t SEO experts (Read: building links).

2- Link Building Variation – Link building has always been one of most influential organic levers.  This trend will continue into 2013 and beyond; however, the tactics and mix must be updated to continue to drive sustained results. In addition to acquiring links from relevant and authoritative sites, variation of link types and anchor text are crucial to success. Link types to focus on include: press releases, web 2.0 properties, guest blog posts, article directories, blog comments, niche specific directories, social signals, social bookmarks, video submissions, and document sharing.  Some of the above link types are more powerful than others. For example, contextual links will lead to better results than directories. Even though some link types will lead to better short term performance, focusing on variety will lead to sustained results.

Anchor text variation is also extremely important. Search engines want links to your site to appear natural. This means not building links with the exact match keywords you are trying to rank for. Aim for the following distribution:

• Exact Match Keyword (10%) – The exact keyword phrase.  Ex. “Christmas gifts”
• Keyword Derivatives (20%) – Phrases which include the main phrase and other modifiers. Ex. “unique Christmas gifts for her”
• LSI Keywords (20%) – Keywords which are synonymous with your main phrase according to Google’s latent semantic index. Ex. “holiday gifts” or “x-mas gifts”
• Generic Keywords (15%) – Keywords which a novice internet user would link with naturally.  Ex. “click here” or “website”
• Brand Keywords (20%) – Keywords which include your brand name
• Raw URL (15%) – Using the URL as the link anchor text.  Ex. www.christmasgifts.com

3- Establish URL Level Focus – Most search engine optimization experts focus on keyword level data. Which keywords drive the most revenue/traffic? Which keywords present the greatest opportunity for incremental revenue? This is the right framework around which to build a successful SEO campaign. In 2013 and beyond, however, it will be necessary to adjust this mindset to focus on URL level data more so than specific keywords.

Privacy concerns surrounding internet marketing are causing keyword level data to be hidden from advertisers, especially SEOs who are not paying for advertising. Not only is Google blocking this data if users are signed in, but browsers such as Firefox are also restricting keyword level data. If 30% or more of your organic traffic doesn’t contain keyword level data, it’s difficult to make effective strategic decisions. This is where focusing on URL level metrics is valuable.

The second reason to switch to a URL focused mindset is changes to Google’s algorithm.  Keyword derivatives and LSI keywords are playing a larger role than ever before as Google continues to establish context more efficiently. Agile SEOs are now creating link building strategies which focus on URLs. Underneath these target URLs are numerous keywords which work together to increase relevant traffic to the desired landing page. Taking a more top level approach will improve the efficiencies of your SEO campaigns.

2013 presents new challengers for online marketers, particularly those working in search engine optimization. Agile marketers who are able to change direction quickly will capitalize on algorithm changes and gain competitive advantages. Allocate resources for on-site content creation, vary link types and anchor text, and focus on URL level metrics. Incorporate these 3 considerations into your SEO campaigns and see continued organic growth in 2013 and beyond.