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article imageOp-Ed: Modern SEO now requires a multi-pronged approach

By Elizabeth Brown     Mar 15, 2016 in Business
Over the past decade, the Web has become an increasingly crowded place for marketers to promote their products and services. As such, search engine optimization (SEO) has become a critical way to climb up Google's search rankings and attract new business.
Since most eyeballs only glean through the top results, companies are incentivized to pay top dollar to SEO professionals in order to ensure their websites consistently appear on page one. Google's algorithm may continue to be an industry secret, but it's also an integral part of any campaign that involves Web search, content, social, and digital marketing.
For instance, the Silicon Valley-based company has forced public relations agencies — once focused on traditional channels such as print, television, and radio — to adapt to their evolving roles in a digitally-connected world. To stay relevant, PR firms must get client mentions from media outlets not merely for the sake of generating publicity, but also to earn authoritative backlinks to their clients' website.
"Most businesses risk losing a chunk of Web traffic if they ignore good search-based practices," says a spokesperson for SEO Houston Pros, in an interview with Digital Journal. And missing out on traffic effectively means the transfer of new business to their competitors."
Today's advanced version of the Internet also means added requirements for boosting search results. Content, social engagement, and mobile have joined the list of variables that affect the authoritativeness of a website. These factors reflect how Web usage have changed, and modern SEO strategy must go beyond technical execution and involve great content, social engagement and mobile responsiveness. According to one survey, more than half (57 percent) of B2B marketers say that SEO has the biggest impact on lead generation. And search results — not social media — is the number one driver of Web traffic to content sites.
Given the importance of content, publishers and marketers should strive to create the best content that they can. Unique and high quality content gets noticed by audiences and by search engines. According to Moz's Rand Fishkin, most links and shares go to the top 5 to 10 percent of content.
Sound SEO strategy has gone beyond backlinks. Companies that can attract more traffic to their sites can and should expect to do more business.
This opinion article was written by an independent writer. The opinions and views expressed herein are those of the author and are not necessarily intended to reflect those of
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