Learn the latest search engine optimization strategies from Fionn Downhill, CEO of Elixir Interactive.

Fionn Downhill, CEO of Elixir Interactive, talks SEO, social networks, Bing, and leprechauns in this month’s Ray Raps.

1. How has Search Engine Optimization changed over the last few years?

Search Engine Optimization is now about universal search and ensuring that all assets are optimized and search engine ready.  The traditional 10 blue links do not exist anymore for many searches with videos, images, news appearing in the top 10.  The searcher is drawn to the images and more graphic results making the image in the middle of the page the #1 result to that searcher.  The top 10 organic results as we knew them are gone forever.  Increased focus on quality of links rather than quantity.

2. Are there any search changes in the horizon that are going to really shake up search engine optimization?

Personal search.  Everyone will potentially see a different results page. By optimizing and distributing your digital assets you are taking the early lead in the race where page 1 visibility will have less of an impact. Being present in multiple channels – especially where your clients and prospects are most likely to be, increases your chances of being found and improves awareness for your brand.

3. What are the most important steps to focus on when attempting to get high natural search engine rankings?

Site accessibility – can the search engine “bots” get into the site – if there are any obstacles preventing them from indexing (i.e. storing the content in their database) the site, then they will not be able to display that content to the user – such as robots.txt.

Site structure – is there duplicate content or pages that redirect them endlessly? Certain server related (IT issues) can make it difficult for the spider to index the content.

Relevancy of the search – does the content contain the keywords that people are using when they search? If not, how can the search engine display that content?

Links – many search engines use the number and more importantly, the quality of the links pointing to a website or piece of content in order to determine its popularity. Think of a link as a vote – from registered voters. The more votes a site/content receives, the more popular it is.

4. What are the best ways to get quality inbound links?

Create content that people want to link to.  Create a blog and build good quality relevant content that not only attracts links but can pass link juice to the main site.  Get people to write about your products and services.  Nothing has changed here  it’s all about the content.

5. Are there any methods of search engine marketing that aren’t as valuable now as they used to be?

Directory submissions with the exception of maybe 4 are a complete waste of time.  Doorway pages.  Keyword Density percentages.

6. What are your favorite ways to get higher rankings that not everybody knows about?

Internal linking on your site.  The rest are trade secrets!!!

7. What exactly is personalized search?

Google recently added the ability to “promote” or “remove” a search listing based on whether you felt it was relevant and/or appropriate based on your search.

Search results are personalized based on your previous searches. The goal of the search engine is to provide the most relevant results based on your query – as social-based functionality (i.e.. Voting) and web history evolve the importance of page 1 ranking will be significantly diminished. Companies will need to focus more on conversions (ex. sales, leads) that originate from organic search as the more important metric of success.

8. Some people are saying that personalized search signals the end of the importance of high rankings. What do you think?

I do not agree.  You will still need high rankings you will simply need to rank highly for a lot more than your web pages.  You just have to ensure that all your content is out there and ranked by the search engines.  If the only content you create and optimize is your web pages you could be in trouble.  When people turn off certain searches you need to be there somewhere else.

9. How can businesses prepare for personalized search results?

Ensure you have more content available, more content equals more opportunities for your customers to vote and have it part of their history.  You really need to be there for the research phrases as well as the conversion phrases, for example, you can answer the research questions on your blog, then when they need to commit they have the site in the history, Google will raise the profile of your site in the results, the visitor already knows the brand and will more likely click on it than someone they don’t know. Overall increased brand recognition, higher rankings, and increased conversions.

10. What do you think of Microsoft’s new search engine, Bing?

The results are the same as before unless they do something about that when the hype dies down they will go back to obscurity as a search engine.

11. Do you think that Bing will affect how companies perform their search engine optimization?

NO

12. Will Bing ever replace Google as the most popular search engine?

No and the decision by Yahoo to use their results is suicide.

13. When you Google certain companies, like Best Buy, you get not only a link to their homepage but also links to specific sections of their site. How can companies get this type of organic listing?

Good linking and SEO. Ensuring the internal linking structure (menus) are accessible to the spiders.

14. How much attention should companies pay to social media sites like Twitter and Facebook?

Twitter is an excellent tool for sending out messages to your followers. Think of it as an opt in e-mail data base with a lot less management or investment in infrastructure.  All companies should monitor what is being said about them on Twitter.  If you receive a bad comment about your service from an account that has 20 followers there’s no need to panic but if they have 10,000 follower then you do need to reach out and address it.  I am seeing a lot of fake twitter accounts created by competitors now. 

Facebook can be used the same way.  It’s a great way to send messages and keep in touch with people who have chosen to be a fan and receive that message.  All companies should perform searches on Facebook you would be amazed how many pages are set up by customers, some not so complimentary.  All companies should ensure they own their twitter name even if they do not use it, it stops a disgruntled customer using it.

15. How can Twitter play a role in a company’s search marketing campaign?

Monitor and track and ensure you have a process to respond to positive and negative comments.

16. How can Facebook be used in search marketing?

I have personally found Facebook ads very valuable.  However, it depends on the industry the lifestyle companies do much better than companies selling boring widgets.  Most people on Facebook are there for social reasons and do not want to buy boring widgets.  Every company should have its own Facebook page.  If nothing else it will show up high in a Google search for your brand and give you a valuable result in universal search.

17. What about MySpace, can it be effective and how does it differ from the other two?

I cannot really comment on MySpace, some of our clients use it but do not get the same traction as Facebook and Twitter.  I think its value in business has diminished considerably with the explosion of Facebook’s popularity.  It is still valuable if your target market are millennial’s.

18. Is there any danger in participating in too many social networks?

Well yes your time is precious.  If you use Twitter, Facebook, Linked In and You Tube you will have most of the traffic covered.

19. How can mobile marketing be used in conjunction with other online marketing methods?

Geo targeting mobile paid ads will allow you to find people searching for Pizza who are within a few miles of your store and will allow you to send them a coupon to use for a free promotion. So how can you combine this with other online marketing? Good damn question.

20. If you could have a top Google Ranking for one word that was entirely nonbusiness related, what would it be and why?

“Irish Travel Writer” because I would love to tell more people about my beloved native Ireland and be paid to do it.  I could set the record straight like “there are no leprechauns unless you drink 20 pints of Guinness.”

Fionn Downhill is the founder and CEO of Elixir Interactive, a full service digital marketing agency that helps companies connect with their customers and build trust through search and social media. You can read her blog here.