The devil in the details
By now, people know that their sites need to be optimized to rank well in organic listings. This awareness has been compounded by Google's recent algorithmic updates that are slowly eating away at organic real estate in favor of paid and local listings. This means that marketers must continue to advance their search engine optimization efforts to ensure that their revenue-driving pages earn and maintain high rankings. With every company vying for the same top rankings and competing against paid listings, every aspect of an SEO campaign must be close to flawless.
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There are typical places were SEO initiatives begin. Title tags, content strategies, and link building are the obvious places to start, but there is more to SEO than these high impact elements. As best practices in SEO elements become widely implemented, the finer details can help make the difference over the life of a campaign.
I often view my campaigns from a lens of "all things being equal," and this helps me isolate those seemingly smaller, but sometimes extremely impactful tactics that can fine tune a campaign to success. Over the years, I have found that there are a few optimization areas that are oftentimes overlooked in a standard SEO engagement that can have significantly improve a site's SEO strategy.
Let's take a look at each of these areas.