Originally published on TechRepublic. Interview by Nicole Nash.
During a very busy travel year, training internal teams and speaking at conferences, this interview was completed on a 6-hour plane ride.
If you want to integrate SEO into your social media strategy, read this interview to learn one expert’s approach. She also reveals her favorite analytics, SEO, and social media tools.
There were those with a love for language and good writing who refused to create literary garbage and instead insisted that great websites would rise to the top if they had great content. So in response to this Franken-content, many web content creators began what became the organic SEO movement. Organic SEO is basically using good writing to convey quality information that readers need. Keywords are used naturally and not forced into the content, though a certain keyword density helps the search engines know that the keyword is what the content is focused on and not just another word in a sentence. Organic SEO combines the art of writing with the science of analytics.
Lisa Weinberger was at the forefront of the organic SEO movement. Her company, PearlyWrites, hired skilled writers and trained them to understand keyword density. Perhaps the more difficult part of the job was convincing clients that Franken-content would hurt them in the long run. As search engines evolved, other Internet content creators saw their website rankings drop. PearlyWrites’ sites retained high search rankings because they did not participate in the bad practices that search engines learned to punish.
I am lucky to have been a PearlyWrites writer, from back in the day when we called it organic SEO — nowadays it’s just SEO best practices. I caught up with Lisa to ask about SEO and its new(ish) outlet, social media. (The definitions of SEO terms in parentheses were written by me.)
TechRepublic: You’ve been in SEO a long time — how did you get started in the field?
Lisa Weinberger: SEO and social media aren’t going anywhere. Businesses are online, people want to research online prior to purchasing anything, and we are all increasingly mobile, so digital marketing will just increase in growth. With the immediate response through social, this is where customer service is heading to maintain a strong reputation and to decrease any potential crisis situation that may arise.The opportunities and additional ways to advertise and market online will increase. Finding tools that measure specific metrics, which can create new business modes of income for paid search and social, will increase as well.
TechRepublic: What are the best resources for workers who are new to search and social media analytics to learn quickly?
Lisa Weinberger: The best resources are reading sites like Search Engine Land, Marketing Land, and Mashable to start with and to give you a base of SEO. Follow the veterans on the social networks and stay up to date on the latest news. And remember to ask questions!Thanks to Lisa for taking time out of her busy schedule for this interview.
More about Lisa Weinberger
Lisa is the owner of PearlyWrites and the Director of Content Promotion | SEO for Bankrate, Inc. She is also an expert in social and content strategy and a mentor to young adults interested in building their online businesses. Lisa has consulted with PBS/Annenberg Media, Laurel Tech, Taishan Sports, 1928 Jewelry, Howard Johnson hotels, McGraw Hill, and Wyndham Hotel Group.