Holistic SEO: An Integrated Approach

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Mattan Danino
By Mattan Danino

March 29, 2010

As Internet Marketers, we pay attention to every opportunity to capitalize on the changes made in the online industry to gain a competitive advantage over our competitors. SEO is undoubtedly always changing as innovations affect how content is discovered, indexed, and sorted in search results. In 2007, major search engines like Google, Bing, and Yahoo have made some of the most significant changes ever by including images, maps, books, video, and news for certain search results.

Every marketer is forced to develop digital asset optimization strategies, while not forgetting about the basic search engine optimization components, for their clients through an integrated approach. Every approach must now include structured data in the form of microformats and rich snippets, as well as feeds and sitemaps, that all play an increasingly important role in uploading content for the Google index. Google says its mission is to “organize the world’s information and make it universally accessible and useful”.

Because of this, it is now becoming absolutely essential that companies develop a plethora of digital assets that must include not only links and sitemaps, but a variety of real-time feeds from social media sites, videos, pictures, and blog posts. By developing these assets, marketers can deploy a better more holistic SEO strategy, which realizes the benefit of inclusion and visibility where customers are looking.

Many search marketers already optimize holistically under the premise of, “What can be searched on can be optimized.” Until recently, most companies avoided entering the content marketing business. SEO consultants have typically been left to deal with whatever content they could to optimize and promote for link building.
In essence, the weight given to content optimization versus digital asset optimization should clearly match the opportunities presented by an ever-changing search results page.

As long as there are search engines, there will be some kind of optimization for improving search engine visibility for your clients! What companies need to consider are all the digital assets they have to work with to give both search engines and customers the information they’re looking for in the formats they’ll respond to. Stay competitive and offer what assets you have against your competitors!

Information Provided By: Lee Odden, ClickZ
Blog Post Written By: Kent Seiders