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Get Digital Video: Derek on SEO

Earlier we published a video summary of Derek’s “Making the Plan” presentation at Get Digital. This post is a continuation of that recap. Following a Q&A session, Derek started his Search segment by explaining the difference between “black hat” and “white hat” SEO techniques. It’s pretty simple: “black hat” SEO is quick, easy, and short-lived. “White hat” tactics, however, take more time and effort – but they naturally result in lingering success. The former is the easier way out, which is why many SEO “experts” convince their clients to participate in the act of purchasing links, rather than making an effort to rank organically over time. But does that method actually work?

Optimization is about connectivity. A surefire way to reap benefits that will actually last is to do something on your consumers’ behalf, such as creating stellar content. What kind of benefits are we talking about? ROI. Huge ROI. By creating content and building activity, your site and brand will grow in awareness, drawing in a greater portion of potential customers. Derek compared how Google views websites to an airplane terminal map. The larger terminals are the ones that have the most activity because they have the most connectivity. Websites are measured exactly the same. When you create awesome content, people will naturally link to your site, revealing to Google your level of influence.

Where can you start when creating awesome content? Start with keywords, which are essentially the power tools of your website. They connect you with your consumer. Even if you’re not ranking well for every keyword on your list, you can still focus on the few that you are ranking for and aim to refine your success.  However, be sure to remember that content should be created solely for the consumer. They’re the ones who will be digesting it, after all.

Below is a video recap of Derek’s Search Engine Optimization presentation.

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