Key Objective: To rank well in search engines and receive free, organic traffic.
Search Engine Optimization(SEO) is a large part of the performance discussion of a website. To rank well in search engines, several tasks have to be completed—utilizing many man-hours to accomplish good optimization. (No good marketing deed goes without some sweat and blood behind it. You were all excited because we put “free” in bold above, weren’t you?)
To start at the very beginning (a very good place to start), SEO revolves around keyword usage. Most brand managers don’t have a clue which keywords are appropriate for their brand. Well, we at Warren Douglas begin our SEO 101 strategy with these three simple tips :
- Determine which keyword(s) a premium brand should be associated with. This can be a hard, yet important, task because each brand could potentially have hundreds of associated keywords relevant to a search engine. If the main goal is to sell a product or service, then you want to rank for the keyword(s) that has the highest conversion rate.
- Tools to determine keywords can suggest keywords and project how much traffic will come from each keyword. One such resource can be found at Google AdWords.
- Long-phrased keywords (or keyphrases) are easier to rank with than short-phrased or one-word keywords. For example it would be easier to rank for Fort Worth Advertising Agency rather than Advertising Agency when practicing good Search Engine Optimization techniques.
As an optional tactic, if keyword research has not brought in the ideal solution for finding high-performing keywords for your premium brand, it is often a good idea to allocate resources for a paid online campaign. With this paid online campaign, ”purchasing” certain keywords and keyword phrases and monitoring the traffic for website conversions can help narrow the scope. This will determine which keyword(s) perform best before committing the manual resources for the full optimization plan.
Once keywords in place, which are highly relevant to the content within a website, there are a number of tricks (which will be revealed at a later date) to make sure these keywords are being used in a highly effective manner.
