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Example of a pragmatic SEO strategy of today: - Analyze and determine the business goals (traffic, leads, sales, brand awareness,
etc.) - Understand and analyze the various needs of multiple searcher types:
- Administrative searcher assigned to conduct research
- Technical buyer
- Manager
- C-level executive/decision-maker
- and more …
- Through comprehensive research and analysis, determine a set of search phrases
which (a) are being searched for, (b) are not so competitive as to represent no realistic
opportunity of climbing up in the rankings and (c) are highly relevant to your space, but
not others. - Understand and include search phrases addressing each phase of the sales cycle:
- Awareness
Prospect learns they have a pain - Research/Consideration
Data gathering, define requirements, vetting, option screening, short list of
candidates - Negotiation/Vendor Finalization
Review offerings, make recommendations, negotiate best price - Purchase
Approval of purchase, complete final paperwork
- Determine a content development plan addressing the selected key phrases … based
on the presence or void of essential content to optimize for those phrases - Develop the required content today, with the expectation that additional content will be
needed on an ongoing basis. - Submit your website to all of the major online directories
- Commit to some form of an ongoing effort to maximize incoming link opportunities.
(this will vary from company to company) - Ensure that your website is designed to effectively convert search traffic. A conversion
can include anything from a newsletter signup or whitepaper download (for the less
“hot” prospect) to a “Contact Sales” form completion (from a ready-to-buy prospect) or
even a “Chat Live” interaction (with someone who literally wants to speak to you
WHILE he or she is on your website.) - Ensure that the appropriate analytics and CRM technologies are in place for true
closed-loop ROI analysis. Again, the goals should be based on actual ROI results.
Simply monitoring rankings or even counting visitors will not truly determine how many
actual dollars were produced over time from your efforts. - Understand the tactical changes recommended by your consultant on an ongoing
basis and address the changes without delay. (new content development, new link
strategies, testing lead-generation offers, landing page layouts, etc.) - Monitor progress and the achievement of goals
- Be prepared for ongoing changes in both strategy and tactics
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