Expert: Lee Odden,

#19 of 30


About the Expert

A 10 year veteran of the Internet marketing industry, Lee Odden is CEO of TopRank and co-founder of Misukanis Odden Public Relations. TopRank has been recognized as a leading search marketing agency by, Promotion World and has been included in Marketing Sherpa’s guide to SEO firms for the past 3 years. As a recognized expert on search and blog marketing, Lee is publisher of Online Marketing Blog and has been quoted by U.S. News and World Report, The Economist and DMNews. He has also contributed web site marketing content for Yahoo!, is a regular contributor to WebProNews and is frequently cited by Search Engine Watch, Search Engine Land, Search Engine Journal and Search Engine Guide. Lee is active in the industry as a board member for the DMA Search Engine Marketing Council, a member of SEMPO and a past board member for the Minnesota Interactive Marketing Association. Lee speaks frequently on the topics of social media and blog marketing, online public relations and search engine optimization at industry conferences including: Search Engine Strategies, DMA conferences, WebmasterWorld Pubcon, Media Posts Search Insider Summit and Bulldog Reporter’s PR University.

Due to the lure of the so called “free” traffic and monetary goals, many site owners, webmasters and web marketers succumb to short term strategies and find themselves chasing after the latest “trick” or tactic. Because search engines and traffic opportunities change often, web marketers find themselves in a never ending loop. To hedge against unsustainable search engine marketing tactics that drive many misguided web site promotion efforts, marketers would do well to diversify their optimization. Taking a more holistic perspective not only provides additional streams of web site traffic, it also benefits standard search engine rankings. Here are three considerations for holistic optimization:

  • Keyword Messaging.
  • Keyword insight, whether it is in the form of a detailed analysis or a basic keyword glossary should be shared with any department responsible for generating content that might get published to the internet. In fact, keyword research should be involved with messaging and branding from strategic branding to product descriptions. That way, whether it’s the company tagline or a product data sheet in pdf format, content is produced with the keywords that are relevant and in demand. Press releases, announcements, case studies, webinars, archived company newsletters, audio, video, images and of course blogs, are all candidates for keyword messaging.
  • Channels of distribution.
  • A holistic approach to content optimization starts with an inventory current media and channels of communication and then includes a program for information sharing, training and feedback on the optimization effects of the various channels. At a minimum, best practices can be implemented that allow communications to be keyword relevant whenever new content is published online. Imagine a prospect that searches Google and is presented with your company’s brand in the natural search results, PPC or both. Depending on the query type and topic, your brand might also display in Google’s one box results. The same goes for blog or news search. Consistent keyword messaging in the channels where the target audience is looking instills brand familiarity, credibility and confidence.
  • Make optimization a habit.
  • There is a demand in each marketplace for solutions. Making content optimization a part of best practices content creation will help meet that demand by making information easier to find wherever prospects are looking. An organization that can proactively implement the insight that comes from keyword research across company electronic communications, within the various marketing channels and as a process, will benefit from more sustainable and productive search engine visibility whether it’s a standard search engine, news, blog, social media or even mobile search.