Strategic Marketing With Seo (search Engine Optimization)

By Author: autor
Total Articles: 4328
Comment this article

While companies, large and small, continue to cut budgets for traditional marketing like print advertising, TV and radio, direct mail, telemarketing and even direct sales cold calling, these same companies are actually expanding budgets for online marketing including SEO. SEO and strategic marketing are virtually synonymous because it is much more efficient than traditional marketing methods and tactics. While traditional marketing is outbound, SEO is inbound. What this means is traditional media advertising “comes at you” and rarely reaches you with the right product and service at precisely the right time i.e. how many TV ads, billboards, junk mail have you seen vs. how many you have actually acted on or actually purchased from. SEO does quite the opposite as it is designed to be seen by only those who seek products and services by entering keywords on one of the major search engines. Therefore being on page 1 of Google, et al is the ultimate in strategic marketing as it positions the company to be found at precisely the same moment that the buyer is actually looking.

SEO, by definition, ...
... is focused on organic results and not the paid ads that also appear on the SERPs (Search Engine Result Pages). This is important because 85% of all online searches do NOT result in a paid click. This is testament to the fact that online searchers increasingly recognize that the organic results are “earned” and the first page results represent the most relevant websites for the keyword / phrase entered. The ads are obviously paid for so are not clicked on nearly as often.

Clearly page 1 of Google’s organic results for any relevant keyword represents “Main Street” for any online business. Anything below page 3 represents the boondocks as 98% of all searchers do not search past page 3. Your online marketing, and specifically Search Engine Optimization, it becomes essential to achieve high ranking results; anything less than page 3 results is unacceptable from an ROI and business standpoint.

SEO involves literally hundreds of processes involving many specialties and talents. It can be a complex thing for many businesses to grasp let alone execute. With rare exception, the best avenue towards achieving online success is through the services of highly qualified and accomplished Internet Marketing Companies. There are critical elements that you must seek when investigating. Here are the main considerations when seeking just such a firm:

I. Extensive Keyword Research †this is absolutely essential. If you don’t know which keywords have the best potential and have the greatest relevance, you will begin your internet marketing with a shaky foundation at best. Many think they know their keywords and they are almost always wrong. Few recognize how many variations of words and phrases are actually used by real people who are searching for their products and services. It is only through extensive research, using sophisticated tools and methods, that all keywords of value can truly be identified and included in the online marketing plan, while those keywords with poor potential can be eliminated or deemphasized from the thrust of the plan.

II. On-site Search Engine Optimization †this is nothing more and nothing less than the processes involved in making certain that your web pages are clearly understood by the Google Spiders. The effective use of title tags, keyword architecture, and dozens of other elements all work together to quickly tell the spiders what your website is all about. This is the most basic essential service that all Search Engine Marketing Company must perform very well. Poorly done, Google will never give your pages the credit they should get for the keywords you are targeting.

III. Content †onsite and offsite. Content is probably the least emphasized, yet the single most important component necessary to successfully compete for high search engine rankings. I suspect this is the case because it requires the most commitment, the hardest to do consistently and over a long period of time and it requires the SEM to “level” with the potential client about the plain truth about SEM; no matter how much or little you are paying your Internet Marketing Company, it will be completely wasted if you don’t have a strong commitment to regular additions of unique (non-duplicate), highly relevant content. If the company you are interviewing do not stress this, or even mention it, head for the hills!

IV. Live Results / Deep Results †when you are interviewing an Internet Marketing Company, you must see live and “deep” results for existing clients. Live results is simply going to Google, entering a keyword provided by the company and verifying first page results for one of their clients. Verify that the client is actually a client usually by seeing the Internet Marketing Company’s name in the footer on the home page. Deep Results is the high ranking for many keywords for the same client … and … the keywords are at least moderately competitive (more than 250,000 competing pages). Then get the same quality results for other clients and verify them live right in front of you from Google searches.

V. Existing Client Interviews †you must actually interview 1-3 clients, not only to verify the results, but to gauge the ranking the client gives to the SEM. What are your experiences with the SEM? How are they to work and collaborate with? Are you planning on renewing their services? Have you recommended their services before? What improvements would you like to see from the SEM? Don’t ask yes or no questions. You won’t get the information you need. Ask questions that require thought and listen, not only to what they say, but also how they say it.

VI. Pricing †you need to know the pricing but not with the main objective of selecting the lowest number. You need to know the numbers but you also need to know the following:

a. What does the price include? What does it not include?

b. Are there any guarantees? If there are guarantees, be very skeptical. Nobody controls Search Engine Ranking Results therefore it cannot be quaranteed.

c. Are all fees paid regardless of performance or are fees, at least to some extent, contingent upon performance?

While SEO is clearly a very sophisticated online marketing category, it is now a strategic cornerstone right in the mainstream of any credible approach to efficiently and profitably market virtually all products and services.

Contact us to discuss your strategic marketing objectives. We would be glad to help. The initial consultation is free.