Do you have an Internet Marketing Plan? Part 2 of 4

Search Engine Ranking

Search Enigne OptimizationIn the previous blog post on this topic we covered the design of your website. In this blog, we will cover Search Engine Ranking or as it is more commonly known as Search Engine Optimization or SEO.

Without optimizing your website for search engines, you are unlikely to get much search traffic.

If your objective is to attract new customers searching for your products and services online, then optimizing your website for search engines is essential.

The key factors of Content, Mobile Friendliness and Speed, covered in the last post are the cornerstones of Search Engine Optimization. If we create an SEO campaign for an existing website, we check the aforementioned factors and fix where necessary.

On this foundation we can build a SEO campaign that will take the website to the first page and ultimately to be among the top three positions in natural search results. The focus in this campaign is to produce content, create awareness and build external links to your website.

Creation of content on a regular basis through blog posts, press release and articles tell the search engines that the website is up-to-date and current.

The other major activity in the SEO campaign is creating links from directories and other relevant sites. This tells the search engine that the website has authority and the business is a leader in it’s field of expertise.

Another determining factor is traffic to the website. If the site is new or has been dormant, we recommend a Pay per Click (PPC) campaign to help generate traffic and give your website a kick-start. This has the added benefit of generating sales and the cost will likely be offset by the increased sales.

The combination of the above activities will contribute towards the ranking of your website and over time move your website to prominent position on the search results.

Some may argue why have an SEO campaign when one can increase sales using PPC. The simple answer to this is that with PPC you are only targeting 30% of the search traffic.It is important to realize the SEO is an ongoing strategy. In order to keep your website’s ranking in the top search results, SEO must be applied continuously.

The best time to implement you SEO campaign is while the business is doing well and doesn’t need the extra growth. So many times businesses look to the internet to increase sales when they are struggling. A business should expect to only start reaping the rewards of this investment after at least 6 months. Therefore adopting an SEO campaign when sales are down will not make a difference and will result in the business owner being disillusioned and reach the conclusion that SEO doesn’t work. A better strategy is to launch a PPC campaign to achieve the short term results needed and then when the sales are coming in again, launch an SEO campaign.

If you would like to more more about building a complete Internet Marketing Strategy, contact me.

Leave A Comment...

*