The most important thing to keep in mind when first launching an SEO campaign is that SEO is a long term process. Unlike other marketing campaigns, there is no such thing as overnight SEO success. Once a site has been optimized it can take many months of link building, content marketing, and social media activity to begin to see some improvement. However, many businesses take the wrong approach in the way that they determine SEO campaign success. All that they seem to care about is ranking even though ranking doesn’t portray an accurate picture. Rankings fluctuate based on personalized factors like locations, search history, and social activity.
One of the first steps of an SEO campaign is keyword research. The keywords lay the groundwork for the campaign and influence every decision that is made thereafter. Two of the most important things to pay attention to when conducting keyword research are the relevancy of the keyword and its search volume. For most website owners that are just getting started with SEO, it’s not advisable to after the high search volume keywords right away, even though those are the ones that appear to be the most attractive to target. A high search volume also means high competition and it could take years to begin to see any traction. The best bet is to focus on keywords that are somewhere in the middle, the ones that have search volume but aren’t as broad or competitive. These keywords are often referred to as long tail keywords because they include more than one word in the phrase.
The Internet offers so many opportunities to mathematically create world-views that can help us make marketing decisions on expected sales and where they’d be coming from. I’ve often told clients using my SEO services that the number of keywords they’d use in their websites would influence sales volume. And of course, this was never doubted by anyone. But many still want only very few keywords taken from the very many that are actively searched for…
Image via Wikipedia
Perhaps you are new to digital marketing, or maybe you find yourself in a position where you need to explain digital marketing to others. Either way, today I want to share with you how I explain search keywords to new search marketers, by helping them connect the new concept of keyword research to their old concept of market segmentation. If you think this is interesting, then check out my latest post on Search Engine Guide, “Search keywords are market segments.”
Image by Danard Vincente via Flickr
We all love to talk about social media. It’s exciting and all breathtakingly new. And we even love talking about SEO because Google is always ginning up a change the algorithm that gives the chattering classes something to talk about. But paid search just sits there, humming along, minding its own business. Sure, local search has changed the game, but what about boring old PPC? Some companies devote enormous efforts to optimizing paid search, but increasingly I find that companies do paid search but they don’t do it well. If that sounds like you, check out my latest post on Search Engine Guide, “Are you overlooking paid search optimization?”