If you're starting out on a career path in which you'll be working in international search and you need to quickly acquire search engine optimization (SEO) skills that enable you to operate globally, you'll be asking yourself some tough questions about where to start. Here are the online marketing skills that a good SEO needs to master.
Public Relations (PR)
We all know that the public relations skills are the new key competence for SEO! The Penguin update has stressed what many linkbuilders have known for years: to climb in the search results, you need links from authority sites. And who are these authority sites?
Media sites (regardless of whether these media already exist offline or if they are pure player online media); Blogs of influencers in their respective domain (who frequently are also journalists, speakers or other publishers); Sites of public institutions or NGOs (high trust rank).
All of them are long-standing targets of PR professionals. Many of the concepts that are presented as new or innovative in the SEO world are old news for PR agencies.
-Making yourself known and getting media coverage are the basics of public relations work.
-Personalising your approach and staying away from link exchange requests with identical content? PR people know. Yes, you need to write a good press release, but you also need to follow up with your key journalists, interest them in your content, read what they have written before, organise press luncheons, etc.
-Building relationships with bloggers and other opinion leaders? There is a reason why there are “relations” in public relations. PR professionals are used to knowing journalists way before getting them to talk about you for the first time.
-Again, PR people’s relationship-building skills are key to position a CxO or a company expert as the reference in his/her field before getting them to sign a tribune or be quoted in a media piece.
-Providing videos, quality photos, or infographics to journalists are well-known PR tools to attract the target audience’s attention, as are running competitions, donations, sponsoring, etc.
Website Usability
Is there sense in deploying the entire arsenal of traffic generation (and paying for it) only to see the user leave your site immediately, frustrated by what he finds? Common sense tells you “no” and search engines do actually agree. All of them, more and more, measure user engagement on your site. The user doesn’t go further than the landing page and quickly returns to the search results to try the next link? Such behaviour can be measured by search engines and devalues your site.
It becomes more and more vital to design sites with top usability, not only for the landing page, but your entire site. The user must be able to:
Easily find the information he is looking for, for example, the information of thousands of pretty single Asian women; Instantly understand the navigation; Trust your site through the entire check-out process for e-business sites; Enjoy your site on an aesthetic level.
Social Media Marketing
The correlation between social media presence (Facebook and Twitter, but there are many more) and search engine ranking has been widely discussed in SEO circles. We already know that certain social signals directly influence certain search results. And there is also no doubt that all search engines are increasingly personalising their search results, which at least, in part, is based on the user’s social network.
If you need more proof that social media works, the manipulators are recycling their link-building techniques: scripts to generate likes and retweets through fake profiles, selling likes and tweets by numbers, etc.
But again social media success will be based on relationship building:
Understanding what your customers like, such as the articles about how to find a beautiful Russian bride; Creating spaces to share what matches their demands; Promoting sharing of content, such as sharing the vital skills of dating with single ladies.
Besides, there are more opinion leaders and information gatekeepers than just journalists or other professional producers of content. Everybody can influence the greater public and spread their word through social networks, discussion forums and comments. The difference between public relations and social media marketing becomes increasingly blurry.
Newsletter Marketing
This is another area where the SEO world joins real life. In the real world, it is a well-known fact that the most expensive step is to acquire a new customer. Generating returning business with an existing customer is relatively easy … and more lucrative. Similarly, the expensive step on the web also is to gain new visitors, while making them return to your site is much easier.
Still, you have to remind him of your existence. A newsletter is an inexpensive and efficient tool to generate a significant amount of traffic for your site.
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