The following points were made by Sven Johnston, a guest speaker from the online marketing firm Gigasavvy:
- Don’t write with the sole purpose of SEO – write “for” your readers but keep SEO in mind
- In a typical search result:
- 13% goes to paid results
- 36% goes to Number 1
- 13% goes to Number 2
- 9% goes to Number 3
- (However, this ranking doesn’t apply to products that get multiple bids such as storage, insurance, etc.)
- Don’t recycle content on your website – this will hurt your search rankings
- Having an analytics focus is critical – “if it isn’t measurable, it does not exist”
- The highest ROI SEO is off-page SEO – outreach to readers, contacts with opinion leaders, social media strategy, etc.