Tactics: Search Engine Marketing
Our 10-Point Process |
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1. You have to have a basic understanding of your
baseline positioning (where you presently rank on major search
engines and directories). This requires analysis.
2. You have to have an idea of what your competition is
doing/not doing that you can emulate/avoid.
3. You need to understand what you may have done wrong in
the past and why it was unsuccessful. Everyone makes mistakes,
but you don’t want to repeat them.
4. You have to do research to determine which keywords
and phrases are important to you, and justify why those terms
warrant an investment of time and money to establish/maintain a
presence for your company.
5. You have to determine the goal of the project. More
unique visitors? More sales? More email signups? More survey
respondents? Smart tie-ins to offline marketing efforts? Attract
new prospects? Sell more to existing customers? Head-off the
competition? Catch up to a competitor who is far ahead in this
area already?
6. You have to establish a real budget to produce real
results, not a token amount of money that you think will allow
you to say you covered all your bases. The best search engine
marketing programs are balanced and integrated, taking into
account various components like free positioning, pay-per-click
positioning, sponsorship and partnership opportunities, linking
strategies, site content adaptation and revision, web analytics,
reporting and analysis.
7. You should have a conversion strategy that says “when
people come here from Site A, show them Content Path A; when
someone comes to our site from Keyword B, show Content Path B.”
Without this, all you can measure is hits and page views.
8. You have to launch an integrated program that matches
content on your site with keywords and phrases that people are
actually searching for on the internet. You don’t want to
compete with yourself on the same page of search results.
9. You have to give search engines and directories time
to index your pages and give you appropriate ranking. You may
have to pay for some search engines and directories to index
your content, while others may do it for free. Pay-for-position
campaigns can be set up and executed faster and give you the
earliest feedback.
10. You have to have access to the log files from your
web sites so that you can do data mining, traffic analysis and
report generation.
Next:
How Mazmania
Adds Value
Other Ways
We Can Work For You
A Typical
Project
Conclusion
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