Improve Your Search Ranking via SEO and SMO

SEO is ever changing. In the last decade alone, Google Search has released more than 30 major updates. That definitely doesn't make a marketer's job any easier. Aside from black hat techniques (which are not recommended; you will get caught), no one tactic is proven to produce notable search results on their own; rather, today’s search marketing means strategies and supporting tools must work together. Those strategies are a mix of search optimization, content development and social media sharing.

While it depends on your search objectives, you could start with a complete audit to ensure your website is search friendly and that key pages are optimized. It's a lengthy process, analyzing and scrubbing content, but it helps ID the keywords with the greatest chance of obtaining that elusive top ranking. Then formulate a strategy to include these keywords on prized landing pages. Try to incorporate similar strategies on Facebook, Twitter and the like and you'll maximize your SMO.

You should live and breathe Google Analytics, leaving no configuration to chance, even checking that KPIs are being measured across all digital properties. Sometimes you just need to tweak filters or goals, while other times the solution is more drastic, like configuring macro tags in unusual ways. Patch holes and integrate where need be. Then "rinse and repeat," so to speak – implement a content strategy and link-building campaign that will keep you on top.

These days, SEO and social media must co-exist; you'll never have one without the other. SEO is big for boosting your rankings, and being an active participant on social media is the best way to get your content shared, which improves your overall ranking as well.

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