Search engine optimization (SEO) is all about keeping up with trends, and today that means focusing significant time and energy on both social media and churning out quality white papers. If you’re not familiar with the term “white paper”, in the business world it’s an article which markets your product or services through the use of informative, educational, quality technical content. In other words, people are more inclined to buy from you if you truly know your stuff and how to explain its benefits.

So how does social media fit into the equation? Today running a competitive business means maintaining updated company Facebook and Twitter pages, and this should be part of your SEO firm’s daily work for you. And on a less frequent basis, your SEO strategist should make sure your all of your sites, including your social media pages, become reputable and respected through the inclusion of quality white papers.

White papers used to be the esoteric, exclusive domain of highly technical businesses and governments. Now they’re a cutting edge marketing tool used by any and all business sectors, and today dozens of new white papers are introduced and promoted daily on Twitter, Facebook, and LinkedIn. Clearly, taking advantage of this complementary relationship between social media and white papers is vital in the cutting-edge world of SEO, especially since promoting white papers used to be a costly hassle.

You might think that next to video links, podcasts, audio tracks and websites, a white paper would fail to attract significant attention. But the truth is that people are more interested in quality, educational content than you might think, so white papers are proving to be a top way to build your list of Twitter, Facebook and LinkedIn followers. And this aspect of Social Media Optimization (SMO) is extremely beneficial in terms of SEO.

This benefit may dwindle, however, if SEO copywriters abuse the term “white paper” and start labeling substandard sales copy as white papers. People turn to white papers out of respect for their educational content, so let’s hope this standard is upheld by writers everywhere. If white papers maintain their popularity and status among consumers, the symbiotic relationship they share with social media should continue to boost SEO endeavors for decades to come.

by Joyce Kelly SEO Copywriter for CWP Tech Solutions

SEO: How Can You Get The Right Answer If You Don’t  Ask The Right Questions?

The web marketplace has become a bustling, profitable entity, evolving as a viable alternative to the brick and mortar stores that have always driven the retail machine. Many companies have built dynamic, comprehensive websites, ready to do high volume business only to find no one at the door.

Unique marketing tools present unique challenges. It is not enough to seed a few key words into your site, hoping that business will grow. Search engine optimization is a science and an art and requires that the science of IT is incorporated with the art of marketing.

You can’t find the answers until you know the questions. There needs to be focused research to target the questions needed to define the SEO plan. What do potential customers type into search engines? If you market yourself as a law firm, you will miss the client who keys “lawyers” into the search engine. What if they browse for “attorneys”? It may sound trivial, but these simple questions can be the difference between a growing, profitable enterprise, and a Chapter 13 restructuring.

You also need to ask yourself what really drives search engines. They are drawn to sites that are active; posting on a regular basis, and producing in-bound links. While posting requires time and determination as well as germane content, the inbound links are another matter entirely. It takes more than riveting prose and a lucky rabbit’s foot to get enough links to affect your rank. But how do you get those links?
As in real life, you need to give to get.

To score coveted, unsolicited inbound links, you need attractive “bait”.

A well-written blog about your industry not only gives you credibility, but can also help your rank when you link it to your site. Other incentives for inbound links might be to create a useful application and make it available on site.

Publishing an eBook is another concept strategy to acquire links.
While unsolicited links are preferred, there is nothing wrong with asking for a link. Colleagues, friends, and business acquaintances are good sources. Quid pro quo works too: exchange links with webmasters who have sites complementary to yours. Providing services to a charity can be a win-win event, when the charity returns the favor by linking to your site.

CWP Tech Solutions

Your Business IT Support Services Go-To Guys

From Frederick Maryland IT Services

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