By UCLA X425 Student Serena Zebrowski
This week, Eventup.com Founder and CEO Tony Adam (@TonyAdam) discussed Search Engine Optimization (SEO) and simplified tactics and core concepts to help streamline the process. Having developed his own online company and its digital marketing strategy, Adam was able to show our class how his event-planning site leverages SEO techniques for video and text content.
Core SEO Concepts -
A.) Understand Your Audience: To develop an SEO plan, it is essential to clearly define your target audience and understand their online habits/choices. It’s also important to be aware of social context and how people search for your brand online (their motivations & influences) when determining what keywords to use. Both Adam and Brian Larson from the TopRank Blog discuss the importance of understanding your audience’s “schema” for composing searches, with schema defined as the “cognitive framework that helps organize and interpret information…both literally and contextually.”
Adam’s example of how people search for car brands online reveals a range of search spectrums common among various audience types.
- Headterms: Overarching or general subject search terms [e.g., Cars]. While most people search these types of “short tail” terms, they often don’t provide sufficiently targeted results. It’s also very difficult for most website publishers to rank highly for such general terms.
- Midterms: Slightly more specific terms or combinations of terms. [e.g., Sedan, Honda, Cars + SUV].
- Longtail: Specific search terms and phrases [e.g., Used 2012 Honda CVR for sale]. While significantly fewer people use such refined search parameters, these will be most likely to be funneled through to your sites & down the sales channel.
B.) Engage: According to Adam, links are the most important part of SEO!! And the most effective way to increase the number of links to your site is to increase the number of people sharing links. To do this, “create a community,” Adam said, by interacting with audiences and hosting valuable content for users. Fortunately, there are several techniques to develop valuable content.
Adam’s Tips for Creating Valuable Content:
- Use “Evergreen” Content: Information that audiences will search for and find useful at any time.
- Use Resourceful Content: Information that refers/links to valuable content.
- Create a unique and superior user experience at brand interaction points in order to give users a valuable experience. In turn, this generates sharable content and interaction.
C.) Evolve: Update and integrate all SEO factors. This is essential for managing SEO ranking because the more integrated your brand platforms and conversations are, the greater sharability and page rank your page will achieve.