Google, Bing and Yahoo are all focused on creating a great user experience. To climb the search rankings, you need to keep in mind how relevant your content is directly plays a role in this experience and where you land in the rankings. The process of creating original and quality content is essential to being found, and more importantly, helping search engines and their visitors find you organically as research is conducted.
White papers and web copy should be optimized for SEO. Make sure your copy includes the highest traffic short tail keywords that generate a high volume of searches on a monthly basis. Then reposition your content to Facebook, Twitter, SlideShare and any social site that can help aid your reputation as an authority in your field. Blogs can help you increase your conversions by playing a positive role in information search before the purchase decision occurs.
Paid links are wonderful for increasing traffic as well. Just keep in mind there is a game to be played between increasing your impact and the nuances of site interaction. Watch your bounce rate and click through rate to determine if your content is compelling enough to keep visitors on your site. The value of your usability and readability can also be measured by an increase in new likes or new followers as you measure Return on Influence.
Joby Semmler is a partner at Eclipse and marketing strategist based in Indianapolis.