If you perform a search on a product such as "Olympus FE-5020", using a search engine such as Google, you will obtain more than just organic search results for those keywords. Instead, you will find a broad range of search results, including news, paid advertising, social media results, and shopping feeds. Increasingly, publishers and merchants are relying on more than just organic search placement for generating product buzz and sales. How can you take advantage of these different SEO approaches in your own marketing plan?

Content is still King

There is still no replacement for compelling and keyword optimized content. Having the proper keyword density, as well as the right keywords in titles and meta tags, is still invaluable. Link building, both inbound and outbound, adds strength to your site, as well as credibility. Site structure should be a main focus for your site, since search engines that are capable of indexing your web site will also be able to rank it better.

Social media is not something to ignore

Every day, millions of people access and use social media platforms such as Twitter, Facebook, and LinkedIn. Therefore, reaching these people is a critical component of any online marketing plan. However, your social media strategy also needs to be a bit more advanced than simply starting a Twitter page and posting your business's latest deals or specials.

In actuality, both social media and SEO can work in sync to strengthen each other. For example, a highly interactive social media cmpaign can actually improve search engine rank via improved organic listing as well as increased inbound links. At the same time, applying savvy SEO practices to the social media content will increase the visibility of your social media marketing campaign.

It is imperative that you use the right keywords in your social media profile. This way, should a user search for your brand or business, your profile will appear in the search results. One side benefit to all this is that, the more results you are able to claim, the less room there will be for your competition on that results page. It is also important that you stay active on your chosen social media sites. In this way, your business can build friends and followers. Don't forget to involve social bookmarking sites such as Digg and Delicious, which will help share information with your followers.

Don't forget video and feeds

Feeds have become quite important for SEO as well. RSS feeds, for example, can be used to advertise business news and press releases, or even blog posts. Product feeds can also be set up, allowing your shopping carts to be indexed by search engines.

Video SEO, such as via YouTube, allows you to advertise your business in a different manner and also improve your web site ranking. Because keywords can be input into the titles of videos, you can improve your page rank simply by shooting and posting a video.

Focus on local and personal search

Localized search results have become quite popular in recent years, delivering specific geographic information to users. As a small business, you can input your local phone number and address so that people in the area can find you. As a bigger business, you can use local search engines to list your various branches and offices.

Google has recently introduced Google Personalized Search, which offers individualized search results to web users. Other search engines have also followed suit. Because of this development, it's important to create customized content. You can target your site to specific areas of interest, demographics, regions of the country, and so on. You can even build microsites for teens, for cities, or for interest groups. Such sites should have fresh content posted weekly or even daily in order to keep the target group coming back.

The bottom line...

Basic SEO is still critical, but can be complemented with other marketing techniques in order to boost search engine rank even further and push out competitors. As with any other marketing campaign, it is imperative that you consider your target audience, as well as how and where this audience can be most effectively reached.