eTail Blog Insights: 9 Tips for Initiating Sustainable SEO Strategies

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eTail Blog Insights: 9 Tips for Initiating Sustainable SEO Strategies
eTail Blog Insights: 9 Tips for Initiating Sustainable SEO Strategies

Search engine optimization is an ongoing pursuit for many marketers. Ash Buckles, SEO manager for InterContinental Hotels Group, walked attendees of eTail West's Search Summit through several important sustainable SEO strategies. According to Ash, the current keys to SEO are accessibility through search engines, relevance through content, and authority through links, social shares and relationships.

For each category above, Ash shared some tips meant to help further any organization's SEO initiatives, as well as streamline departmental communication to keep SEO essential within any corporate team:

Accessibility Tip #1 Audit redirects across all domains and URL's: Identify which pages are active and which are not, or are possibly redirecting customers to somewhere else on your website

Accessibility Tip #2 Recapture links through server error clean up: Make sure your customers aren't being sent to pages with 404 error messages

Accessibility Tip #3 Publish pages with semantic markup: Fill your active pages with semantic data that helps search engines point customers to important data on your website

Accessibility Tip #4 Ensure search engines can index your pages: Are your pages really as accessible as you believe to search engine robots?

Relevance Tip #1 Road map your content: Rather than putting up empty content for the sake of driving traffic, make sure there's a method to what content your consumers are being linked to.

Relevance Tip #2 Write unique content: Make your content stand out to consumers who are looking for what you're trying to sell them.

Relevance Tip #3 Know who you're targeting: use the correct language and content to target your specific audience

Authority Tip #1 Be worthy of your authoritative position: This involves making sure that you're following the above tips.

Authority Tip #2 Amplify organic content: It's important to push your content through paid and social means, which involves bringing marketing, social, IT, and SEO teams together.

Using the above nine tips himself, Ash has managed to ingrain the importance of SEO within the corporate structure of InterContinental thus revolutionizing the way SEO is implemented to drive a higher volume of Web traffic to IHG's active content pages.

Elizabeth Robillard is a production assistant at World Business Research, the creators of the eTail conference series. This post is brought to you through a special DMN/eTail Blog partnership; copyright eTail 2014, reprinted with permission.


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