Sometimes it’s easy to get caught up in optimizing for Google in order to improve search engine optimization. But in today’s multichannel online environment, you’re not limited to major search engines when it comes to increasing brand awareness and driving traffic to your site.
In this short, insightful video, Entrepreneur chatted with MOZ founder, Rand Fishkin, about the importance of identifying all of the various channels where your content will attract the most readers. Alternative sources of search can include directories like Yelp or news-rating-discussion sites like reddit, along with social media platforms such as Pinterest and LinkedIn.
Fishkin refers to one of the all-time best examples of creative marketing, the 2009 Best Job in the World campaign, which increased international awareness of the Great Batter Reef Islands, combining social and traditional media to capture the public’s imagination and engage them in conversations about visitor experiences to Queensland.
Getting creative about identifying other platforms (beyond the major search engines) that will increase visibility and drive more visitors to your content, products, and services “…is a practice that markerters need to invest in if they’re going to be good at,” says Fishkin.