Beyond the basics of creating meta tags and friendly, keyword-friendly URLs, what else can marketers do to improve their organic search rankings?

SEO can be incredibly stressful to manage because there’s only so much you, the marketer, can control. Once you’ve made sure the site is optimized using best practices, including page structure, site structure, and keyword usage, along with external link campaigns, you’re mainly thrust into a reactive mode.

Wagg’s team coped with the algorithm changes by figuring no matter how engines change, spiders will always focus on seeking highly relevant content for searchers.

When in doubt, make more of your content highly relevant for the spiders.

Given that press releases and other content make their way onto the web, this group took the following tactic:

So the team began to optimize (tweak keywords in) every piece of content available in email and online, including:

– email newsletter articles
– email broadcast campaigns
– press releases
– affiliate-content
– eBay listings
– text links within and outside of the site

No piece of content was allowed to be “published” anywhere unless the optimization team had given it the OK from their standpoint.

Full article here at MarketingSherpa