The Top 10 Must Do’s in the Ever-Changing World of SEO

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If your company has a website, chances are you’ve heard of SEO. Search Engine Optimization (SEO) is the process of making a site and its content highly relevant for both search engines and searchers. But how does it work?

In a recent BrightTalk webinar, digital marketing strategist and consultant, Martin Laetsch discussed things marketers should be thinking about in terms of SEO programs and how to better reach customers by structuring company websites and content for search engines. The following are Martin’s ten SEO must do’s:

10 SEO Program Do’s 

  1. Write for your Audience
    If you base your marketing decisions on what is best for your customers, you will likely rank will in the search engines.
  2. Speak the Searchers’ Language
    Compile a definitive list of keywords or phrases with which you’d like customers to find your content.
  3. Optimize Site Content
    Choose one keyword phrase that is targeted for each page and include each keyword phrase 3-4 times in a way that makes sense.
  4. Get Quality Links
    Create compelling content and provide helpful information. Giving people something that they want to link to, combined with other techniques, will help you get links to your website.
  5. Create a Custom 404 Page
    A custom 404 page helps people understand where they are if they get lost. It also enforces the brand, exposed important content to lost visitors, and provides links to the main domain; ensuring that uses and search engines can access other pages on your site.
  6.  Set a Canonical URL
    There should only be one canonical version of each page. The non-canonical version should have a 301 redirect to the canonical. This is extremely important since inbound links help determine how a site ranks. If people are linking to both and, link juice will be split between the two sites.
  7. Consider Navigation
    Subdirectories should resolve URL hacking. They also provide additional deep links to important content.
  8. Include Sitemaps
    When it comes to HTML and XML sitemaps can both benefit your organization. HTML sitemaps are an easy way for visitors to locate pages that they care about, they also provide another way for search engines to locate pages. XML sitemaps are an easy way for search engines to locate every important page on a website.
  9. Take Advantage of Microdata
    Schema markup is used to help search engines and their applications identify structured data and understand what it means. This makes it easier for people to find the content they are looking for by providing richer search results.
  10. Use Responsive Design
    Responsive web design keeps desktop and mobile content on a single URL, which is easier for users to interact with, share, and link to and for Google’s algorithms to assign the indexing properties to your content.


Interested in learning more about how to use search engine optimization as part of your marketing efforts? Make sure to download the full “Top 10 MUST Do’s in the Ever-Changing World of SEO” webinar.


What is the biggest challenge your business faces when it comes to search engine optimization and search engine marketing? Share with us by leaving a comment below.