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August 08, 2014

Team Member Renee Spurling

Renee Spurlin


Executive Vice President

Search engine optimization, or more commonly known as SEO, feels like it’s become the elephant in the room of the public relations and marketing world. Is it alive and well? Or, is it dead and oh-so-yesterday? Well, we’re here to put the rumors to rest and let you know that core SEO practices are still around and, believe it or not, still produce results and success! So, keep reading for the secret sauce you need to become a SEO expert!

First, let’s start with a few statistics that make SEO hard to ignore, including: 

  • 93% of online experiences begin with a search engine

  • 75% of users never scroll past the first page of search results

  • SEO leads have a 13% higher closing rate than outbound leads

Now, let’s talk about what you need to do to take advantage of these opportunities.

When it comes to on-page optimization, it’s important to provide your audience with high-quality content that is interesting and descriptive. High-quality content includes fresh, original copy with keywords that are most closely related to the words your target audience would use in a search query. Visitors who have searched for a specific keyword or phrase do not want to waste their time combing through long, boring articles to find the answers they need. And Google consistently changes its algorithm to ensure it lists pages that best fit what the user is searching. Therefore, be sure to include content that is not only stimulating, but to the point. Bonus points goes to site pages that are constantly updated with new copy and keywords!

However, on-page SEO isn’t just about the content. To enhance your SEO, make sure to think strategically about titles, URLs and the ever so popular keywords. Titles should be kept at a 45-60 characters in length, and both titles and URLs should incorporate your keywords whenever possible. When it comes to adding keywords to your content, you want to ensure that they are included within the first paragraph. This way, search engines can make the connection between a title and the actual content displayed. But be careful! You do not want to overload your content with keyword after keyword. Stick to a safe keyword density ratio to avoid algorithm penalties. According to Best SEO Ideas, a safe ratio is between 2-4%.

In addition to on-page optimization, a less-known ingredient to add to your secret sauce is the use of social media for optimization. Millions of articles are shared on social media daily and the biggest SEO benefit is the potential for indirect

links. Reporters and journalist all over are now using social media for resources and references. By sharing a blog post you have written or even just by linking back to your site, you increase your chances of getting picked up, which could then result in valuable editorial links. It’s also important to remember that search engine algorithms integrate social media statuses and updates into search results. To help optimize both your social media outlets and your website we suggest that you embed a dynamic feed of your social media outlets onto your website’s home page.

Ultimately, the most important thing about SEO is commitment. While it is not dead, the work is not going to be done for you. It takes time, and requires consistent updates, but produces prosperous results when done properly. As a top Atlanta and New Orleans PR firm we help clients re-vamp their websites and enhance social media channels daily. Interested in seeing what we have to offer? Check out “What we do” today.