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The Art of SEO
book

The Art of SEO

by Eric Enge, Stephan Spencer, Rand Fishkin, Jessie Stricchiola
October 2009
Beginner content levelBeginner
602 pages
19h 50m
English
O'Reilly Media, Inc.
Content preview from The Art of SEO

Leveraging Business Assets for SEO

Chances are your company/organization has a lot of valuable commodities beyond your website that can be put to good use to improve the quality and quantity of traffic you receive through search engine optimization efforts. We discuss some of these things in the subsections that follow.

Other Domains You Own/Control

If you have multiple domains, the major items to think about are:

  • Can you 301-redirect some of those domains back to your main domain or to a subfolder on the site for additional benefit?

  • Do you own exact keyword match domain names that would make for effective microsites?

  • If you’re maintaining those domains as separate sites, are you linking between them intelligently?

If any of those produce valuable strategies, pursue them—remember that it is often far easier to optimize what you’re already doing than to develop entirely new strategies, content, and processes. Particularly on the link-building side, this is some of the lowest hanging fruit around.

Partnerships On and Off the Web

Partnerships can be leveraged in similar ways, particularly on the link-building front. If you have business partners that you supply or otherwise work with—or from whom you receive service—chances are good that you can implement link strategies between their sites and yours. Although reciprocal linking carries a bit of a bad reputation, there is nothing wrong with building a “partners,” “clients,” “suppliers,” or “recommended” list on your site, or with requesting ...

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Publisher Resources

ISBN: 9780596809133Errata Page