A recently released Google Webmaster Help video features Maile Ohye, Google’s developer programs tech lead, and discusses a series of mistakes businesses make with their SEO campaigns. According to Ohye, one of the most common problems is the segmentation of departments and new media marketing channels, which leads to poor communication and lack of direction.
Avoiding silos is critical in marketing, especially with new media. Social media, content, email and others all work to improve a website’s SEO and overall standing in the searchscape. Frequent social updates with relevant links will drive traffic back to a company’s website, where content will ideally result in conversion. Ultimately, both of these campaigns boost a business’ SEO goals.
Assuming, for example, that social media marketing campaigns can function independently of content writers or those managing newsletter marketing efforts can lead to poor alignment of messages and goals. This will negatively impact search engine optimization, especially as the very concept becomes less about technical elements of a website and more focused on those providing a strong user experience.
Brafton recently cited a similar video from Ohye, which discussed best practices for paginated content in terms of SEO. For businesses that break content up over multiple pages, the use of rel=”next”, rel=”prev” and rel=”canonical” tags can help crawlers bring users to the most relevant content.