IMU’s 6th class was taught by Rand Fishkin, the CEO and Co-Founder of SEOmoz, and he discussed advanced SEO techniques and tricks for optimizing a website and increasing web rankings.

Assignment #6: Write a blog article explaining how you could use both on-page and off-page SEO to rank for a specific keyword, and how that would help your inbound marketing efforts.

Search Engine Optimization is really the core of inbound marketing. By improving your website’s ranking on search engines you vastly increase the chances of people finding you.

In order to rank higher in search engines for specific keywords you can use on-page and off-page tactics. The biggest factor in on-page SEO is the keyword itself. According to the experts, using the keyword in your page’s title tag has a very strong impact on your search engine ranking. Additionally, using the keyword(s) as the first word(s) in the title tag also provides a very strong impact. This is a really simple concept – determine the keywords on each page of your website and use those in the title tag in order to reach your target. You should also be consistent and use these keywords in the headline tags, this will lead to accurate links on the search engine results pages.

The most significant factor of off-page SEO is your link popularity. This is where you want to reach out to the Linkerati, people on the web who have a high influence on web traffic because of their eagerness to share links. Provide great, important content, and valuable resources to the Linkerati and your site will gain many inbound links. Some Linkerati member examples would be journalists, forum posters, and bloggers. By creating valuable content to the Linkerati, you encourage a heavy amount of link-creating that all comes back to you, thus optimizing search engine results.

Thanks for the class Rand!

Off to learn about Calls to Action and Landing Page Best Practices!


My second class at IMU was taught by Lee Odden who is the CEO of TopRank Marketing, a strategic internet marketing agency that specializes in search engine optimization (the topic of the course).

Assignment #2: Write a blog article that explains why a marketer would want to include SEO in his or her web marketing.

I’m going to answer this in bullet form because I like bullets, the structurally-organized kind, not the gun kind.

A smart marketer would want to include SEO in his/her web marketing for the following reasons:

  • Forbes 2009 ad effectiveness survey claims that SEO is the most effective on-line marketing tactic for generating conversions
  • If done right, you can increase sales while decreasing marketing spending
  • Gain a competitive advantage over competition that’s not very¬†findable
  • Many tools available to measure its effectiveness
  • Makes you or your company visible to a humongous world – the internet

Those reasons are enough to convince me! Thanks Lee!

Next class: Social Media and Building Community