• Resolution Media , Friday, April 4, 2008 12:30 PM

Dave McAnally lists some link-building strategies that he's learned from observing his big brand clients. The first is that big brands utilize both their search and PR teams--and keep them clued in to upcoming product releases and announcements." Press release distribution schedules need to be in sync with optimization efforts as they are very much related," McAnally says. "The buzz analysis and general research an SEO performs can greatly improve the impact of a press release."

Big brands also take stock of all their digital assets (from repackaged TV spots, to promotional images and even audio clips) and make sure that their search firm knows about them and can access and optimize accordingly. They also develop content for specific audience segments, including developing mobile sections with links accessible to on-the-go searchers, and blogs and RSS feeds for readers who want to stay in-the-know.

Most importantly, big brands integrate their on- and offline efforts. "We've seen huge (and measurable) successes with clients that use their website in conjunction with offline efforts," McAnayly says. "More specifically, we've measured how these offline efforts can directly impact the types of links coming into a site, which helps search engines perceive what subjects/themes your site is relevant to."

Read the whole story at Resolution Media »