The supposed effectiveness of keyword stuffing and manipulative linking are just a few of the myths about SEO roaming around the marketing world. Some people even think social media has made SEO irrelevant! Yet, search still drives nearly three times as much referral traffic as social, and given that 90 percent of all consumer purchasing decisions are made online, every marketers’ goal should still be to top the Google rankings for their relevant keywords.
A few weeks ago, to separate fact from fiction in the complex world of SEO, I listened to Communication Week’s webinar “Unicorns, SEO, and Other Myths.”
“SEO is not a unicorn. It’s really a cash cow,” said Jared Degnan, director of digital strategy at Kellen Communications. And you know how you make SEO into a cash cow? With quality content.
Below, you can read the webinar’s key takeaways about how to optimize your SEO and content so you can go from unicorn to cow. (I don’t know why anyone would rather be a cow than a unicorn, but let’s stick with the metaphor.) And if you’ve never heard of schema markup, don’t worry, we’ve got you covered.
