This is the best time to start preparing our marketing plans for the 2013 and adjust to the new elements that are now at play on the market. The companies are no longer wasting their limited budgets on advertising campaigns with no distinguishable ROI. Instead, they are turning to the Online Search where the impact is real and immediate.

The businesses today need to establish a well-planned SEO strategy and digital marketing campaign to make sure they’ll keep their positions against the competition or even increase their own margins. But the reality is that the marketing executives are overloaded with other work that’s also part of their job descriptions and don’t have enough time and energy to delve into the nuances of the technical implementation, or to keep up to date with the latest Search Engine algorithm updates and results enhancements.

SEO is an essential component of today’s marketing, and social media networking has proven capability to significantly complement web optimization. Lots of social media techniques – for instance keywords and search phrases stuffing, linking to blogs with similar content and title tags – may significantly improve SERPs.  In addition, SEO is based on a few popular search engines like Google, Yahoo and Bing they lead targeted perspectives into your website, social mass media broadens the prospective audience by producing alternate channels.

For instance when an article is posted on the website, and is linked from Facebook, Twitter and G+ it creates a great traffic boost. And it is all because of social signals, they are playing tremendous role in nowadays SEO and SMM. Search engines monitor what content users are sharing.

Content marketing is all about telling a story to your community and finding corresponding channel to deliver it to them. Then faithful followers share your information through social media, but making it right may be difficult.

Check the published posts and try to figure out which types of posts had done the biggest boost, try to find topics that haven’t been covered in your niche to cause the interest of readers and great sharing volume.

Since the marketing executives should strive to make educated decisions, in order to help them get the information they need, here are the most important business SEO strategies for 2013:

Business Unit and Organizational Alignment

Your marketing team must have clear understanding of the targeted visitors for each particular keyword and your set KPIs that promote those targets. No matter if the team is inside your company, or you are using services of an agency, you must set a keyword strategy for each business unit, so they can all know and understand what are the keywords they should target, why should they target those exact keywords, and how those keywords differ from the other business units. If the priorities in the company are well aligned, and there’s good communication of the goals, the implementation of the marketing plans and strategies will take the visitors to the searched web pages and other digital assets. Also, this way the units won’t compete for similar od identical goals, but will be interested in promoting each other’s’ progress.

Technology Changes and Implementation

In their attempts to bring development, the businesses that are operating internationally are struggling to manage their Internet Marketing strategies across multiple countries, handling their websites across different country domains, taking actions to ensure their CMS won’t automatically generate pages, or create parameters that will cause duplicate content, etc. They must know and fully comprehend how the technology systems they have in their companies are going to help the implementation of the new SEO strategy, which must get higher priority in the marketing plans. Since the Search Engines’ rules are changing rapidly, your developers and the whole IT department must support this change and be willing and able to adapt, and the SEOs will have to find ways to better explain how this strategy is important for the business, and how it will turn into improved buy-in. Your global search strategy should provide you with answers to questions like: Does your translation management system translate your content to the native language of all regions?, or Are your translation glossaries reflecting the keyword priorities for the particular location? If you don’t know these answers, you’d better revise your strategy.

Understanding the Changing Search Landscape

The Online Search is changing fast these days. Look at the impact the 2012 Google algorithm updates like Panda and Penguin had on the revenues of so many businesses that couldn’t predict the directions in which Google was taking the future of the Internet. And according to Matt Cutts, the engineers in Google are constantly working on new algorithms that will further improve the user experience, but will cause additional changes in how marketing and SEO strategies are to be implemented. There always will be people that will use SEO as a way to game the search engines, instead of trying to think along the lines of offering a great customer service, quality products and services, and building a brand advocacy online. Understanding how the search landscape is changing and leading the business in that direction will eventually help them gain more natural links and build better rankings in the search engine result pages.

Your business will improve its organic search numbers if you focus more on thought leadership, content marketing and social media. Create a Google+ page for your brand, use Google+ Places for your multiple locations, and find ways you can interact with your audience via Google Hangout. Don’t miss the opportunities Google+ offers; it’s not going anywhere and users have already adapted to it. Develop a strategy that makes sense for your business brand and locations, and start applying it in reality. Organic search will continue to drive the most traffic to businesses websites, but the amount of traffic will only depend on how the business is aligned, what’s its grasp of technology and flexibility to adapt to the changing environment.

Author bio: Laura-May Zvolinska is a Project Coordinator of duplicate content checker PlagSpotter, follow her on Twitter and add to G+ for communication.

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