This is Episode 61 of This Old New Business weekly business podcast with Jeff Korhan.
In this episode, we sit down with Andy Crestodina and discuss website SEO and how to use analytics, social media, and content marketing to improve Google rankings.
Andy Crestodina is a co-founder of Orbit Media, an award-winning 38-person web design company in Chicago. Andy has written hundreds of articles on topics like content strategy, search optimization, social media and Google Analytics. He is also the author of Content Chemistry: An Illustrated Handbook for Content Marketing.

Empathy is the Greatest Marketing Skill

Crestodina began learning about website SEO long before helpful content was part of everyday marketing conversations. Today websites are platforms for a number of marketing activities, including the delivery of information that helps a particular audience do more of what they want to do.
SEO or search engine optimization is a practice for building relevance (on page SEO) and authority (off-site SEO) with an audience. Analytics are useful for tracking how well a website is serving its visitors. The better your business understands its audience, the greater its chances for improving SEO with content that answers questions and solve problems
Andy Crestodina share a case study in this episode for using original research to improve your website SEO. You’ll want listen to the audio to learn how he used analytics and social media to create relevant content that earned substantial authority. You can use this technique in many ways to achieve the ultimate goal of building a lifetime body of work (LBOW) that speaks to your expertise for effectively serving customers or clients.

I’d love to hear your thoughts on website SEO. Meet me over on Twitter to take the conversation further.

Key Take-Aways

• You learn more about Andy and get expert advice on web design and content marketing at the Orbit Media blog.
• Here’s an excellent blog post from Andy about social media automation.
• If you need help discovering blog topics, here’s a post about what to blog about.
• This 2015 Blogger Survey is a good example of original research to create content that earns authority, which is discussed further in the audio.

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About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.
He helps organizations use media to create exceptional customer experiences that drive business growth in a digital, social and global world. Connect with Jeff on LinkedIn, Twitter, Facebook, and Google+