A Conversation with Ryan Born, CEO of AudioMicro
By UCLA X425 Student Shiara Dávila-Morales
AudioMicro CEO Ryan Born has Google working for him.
The search engine optimization (SEO) whiz has – through years of trial and error – devised a legitimate way to secure top page rank organically on the world’s most-used search engine.
Without paying a dime, AudioMicro (www.audiomicro.com) enjoys the benefits of what others pay for – high web visibility that, ultimately, translates into customer transactions. Search for “royalty-free music” or “stock music and sound” and you’ll find that the company appears every time in Google’s page-one results.
This is no coincidence. Born has taken deliberate steps to stake his claim on this coveted piece of web real estate. Rather than “buy traffic” through paid placement, he uses SEO techniques to drive AudioMicro to the top of search engine results.
On a recent visit to UCLA, Born shared his expert knowledge with a group of communications students interested in adopting best practices in social media.
Born explained how he applies two key SEO principles: relevance and authority. Relevance pertains to a website’s content, including front-end elements such as descriptive copy, and back-end components such as keywords embedded in html code.
Authority relates to inbound links. That is, who is linking to a website and what degree of authority is ascribed to each source. A website with a .gov domain name extension, for instance, is considered more authoritative than a .com.
Born, who emphatically opposes pay-per-click advertising, has optimized AudioMicro’s website with rich front-end content including prominently positioned, relevant keywords; search-friendly headlines in online news releases; and a slew of embedded links.
On the back-end, Born has set specific words and phrases into the website’s html code. The page source on AudioMicro’s homepage, for example, reveals the words “Stock Music, Royalty Free Music, and Sound Effects | AudioMicro” set in the title tag. The page’s meta tags, under “keywords” and “description,” contain similar terms.
At various times, AudioMicro’s inbound links have included weighty news organizations – including the Wall Street Journal, New York Times, Los Angeles Times and Mashable – which further heighten the company’s authority.
In short, Born has, to some extent, deciphered the inner workings of the elusive “Google spider” and applied that knowledge to develop a powerful SEO strategy. This combination of tech smarts and communications prowess has allowed Born to maximize his company’s web presence and build his bottom line, one Google-search at a time.