You’ve heard the adage “don’t put all your eggs in one basket”? Well it turns out the goose’s advice reigns just as true for digital marketers as it did the gatherers of old.
When it comes to search engine optimization, or SEO as it’s more commonly known, the biggest mistake digital marketers make is focusing solely on one tactic. “Blog, blog, blog!,” “We need links,” “The website, people!” In channeling all your efforts into one of these activities, you optimize that area only at the expense of all the others.
Why not diversify your tactics and reap the benefits of many methods? In doing so you’ll reach a larger audience, build a more complete brand, and save yourself from many monotonous afternoons engaged in the same SEO activity.
Here are some areas in which you should switch things up:
1. Your Blog
The casual nature of blog format lends itself well to variety. Your blog is the one place on your site where you can let loose a bit and showcase the personality of your brand. So rather than have a single writer contributing all articles in the standard 300 word paragraph form, spice things up a bit. Feature guest bloggers whenever possible and ask all employees to contribute posts on their areas of expertise. This way the personality of your blog will vary depending on the given writer.
Another way to add variety is by trying out different formats. Podcasts are a great choice when posting a demonstration. Infographics encourage interaction and are helpful in illustrating complex topics, and bulleted or numbered lists always make for easy reading.
2. Your Traffic Sources
Google is great, and if your site is properly optimized you can generate a lot of traffic through it. But even the king of SEO can’t solidify his company’s top place in the rankings. A competitor could suddenly churn out novels of content and climb ahead or a new agency enter the industry and knock you down a few places.
So while it’s important to optimize for search engines, it’s essential to seek out other sources of traffic. Make use of e-mail marketing as a quick and easy way to reach a large number of potential clients. Spend time on social media engaging potential clients, or go back to the basics and spread your company’s charm through word of mouth.
3. Your Links:
It’s important to remember that it’s not just the number of links your company has that affects its standing with search engines but the quality of these links. So if you have 50 links but they’re all coming from the same business (which just happens to owned and operated by your brother,) you need to look elsewhere.
The more relevant to your industry the site providing you a backlink is, the higher the quality of said link. So search for businesses providing similar services and share content with them. Use your clients as well. They know you, and clearly trust your business, so they’ll more than likely be willing to credit your company on their own site.
In making efforts to diversify, make sure you don’t spread yourself to thin. Blogging, link-building, and lead generating are useless without the proper resources to maintain them. This article from SEOMOZ will help aid you in adding variety to your SEO campaign.