10 Seo Tips For Multi-Channel Optimisation
Ruth Graham

10 SEO Tips for Multi-channel optimisation

Optimising your content across several (multi) channels is really important so it can be found online. By channels, this means outlets. Think of all the outlets you have available to you:

Facebook
Twitter
Pintrest
Snapshot
You Tube
Instagram
Linked-in 

And blogging sites like Tumblr, WordPress…………. The list is endless  – BUT it’s not essential
to cover everything all the time. It’s  more important to speak to your target audience in a focused, targeted way.

10 SEO TIPS FOR OPTIMISING YOUR CONTENT

  1.  Find out what your audience watch and listen to.
    Their age demographic etc – and then choose the outlets that you want to work through.

Understand your audience and their needs. You provide a service, or a product – is it relevant to them? Don’t engage with channels and methods that don’t speak to the people who use these channels.  For example – over 56% of users on Facebook are now in the age bracket of 65 or over. And post something on Facebook with a picture, and it will attract around 120% more attention that just words alone. Pintrest is predominantly used by women. Twitter is mainly used by people working in media who speak English. These are the kinds of things you need to know.

Another great example is the singer Katie Melua. Although she’s sold millions of albums, but her  digital consumption is very low – her promoters concluded her demographic is older, and doesn’t ‘sit’ on certain platforms. But they did know that her fans respond well to images of her. When she discovered she had a living spider in her ear, she took pictures as a memento. This was Tweeted and ended up trending on that particular day. This caused major news channels to call – more publicity was created and her Instagram account saw a huge spike too!

  1.  REMEMBER YOUR KEYWORD STRATEGY AGAIN

Once you have identified your outlets – remember your keywords again. You implemented a strategy for your website – so use it again for the new outlets you’ve chosen.

  1.  Be consistent with keyword phrases within your chosen platforms. This will help with branding and will subliminally train users to continue using the specific phrases you’re optimizing for.
  2.  Be Consistent With Domain Names . If you’re building your own site then as a best-practice you’re better off using sub-directory root domains (example.com/amazing) versus sub-domains (amazing.example.com).

Be aware that search engines need to see your site as one site – not two. EG: if you type in www.example.com, but then you type in just example.com (without the www), and you don’t get redirected to the domain www.example.com, that means the search engines are seeing two different sites. This will dilute your inbound links and your SEO efforts, as external sites will be linking to two different places.

  1. Purchase expired domains with caution

If you’re buying a domain name – you may be tempted to buy an old (expired) one. If it’s in the same business as you it will have weight behind it and be primed for the same keywords and phrases as you. BUT  make sure that the previous owner didn’t do anything shady to cause the domain to get penalized. Or that the site isn’t blacklisted for spamming (or similar). Don’t spend too much on an expired site unless you’re sure it will reap rewards.

  1.  Make sure your site is optimised for mobile and tablet use too.
  2.  Create rich media content (something that is enhanced with pictures, streaming, videos or interactive tools), rather than just plain text. Video or pictures are much more engaging than just words.
  3.  Optimize your non-text content so search engines can see it. If your site uses Flash or PDFs, research current best-practice so search engines seek out that content and credit your site for it.
  4.  And don’t forget meta data too.There are different types of meta data some are crucial to seo performance some are not factored by google for optimisation (but may be used by other search engines such as yahoo and bing)

Meta Title – This is Crucial  – google reads this to find out what is on your page, without your keyword here you may not appear.

Meta description – purely a call to action which can be seen in the serps (search engine page results), This used to be an optimisation factor but more recently google has announced this does not count, but is is still vital as this is the first thing a customer will read about you before choosing to click on your website.

Meta Keywords – No longer used by google as an optimisation factor due to abuse, most web designers leave this out nowadays.

Meta Robots – Used to tell google what pages to read and what pages to ignore – often used in ecommerce

Other important places for keyword placement –

Heading 1 tag (H1) your keyword should always be used in this section once and if you are targeting one area this is a good place to put your location)

Body text You should have your desired keyword appearing around 2-4% in the body text

Alt tags – A great place to label your images with keywords but you MUST describe what is on the photo as used by blind and disabled people to read internet pages.

It is also useful to embolden and italicize important words and where appropriate use links to other areas of the website to make the user experience better.

  1. Monitor your analytics before and during a campaign. You need to have a starting block so you can measure how things are working for you – or adjust the campaign accordingly. All the following provide free analytics tools: Google Analytics / Facebook Insights / Spotify / Instagram / Twitter / You Tube / Mailchimp.