If you’ve just started building a Web presence for your business, you need to start off with a solid foundation.
In the past, SEO efforts often consisted of creating and optimizing Web content to target specific keywords (whether “short-tail”, the most common keywords used to find your site, or “long-tail”, the less common keywords). Companies were focused on their rankings for targeted keywords as the overriding indicator of their optimization efforts.
Today, keywords still matter, but effective SEO is more about coordinating your content creation efforts around a knowledge of what your customers want and are searching for online, and tailoring your Web content (through on-page optimization and creation of authority content, for example) and your social media presences and backlinking (off-page optimization) accordingly.
Your online marketing efforts need to be coordinated and integrated into several overall strategies. The first layer of your online marketing foundation should involve some research.
Research & Strategy
To begin, we can sit down with you and determine your goals for your Web presence. Together, we’ll answer questions about the overall goals for your Web presence, like the following:
- Do you need to develop a list to sell your existing products?
- Do you need to get more traffic to existing Web pages?
- Do you need to get more customers in the door of your brick-and-mortar business?
- Do you need to establish an audience for new products?
- Do you need data about your customers?
- Do you need to differentiate yourself more for your competitors?
- Would you like to find affiliates to resell your products?
- What timeframe are you looking to see results in?
- How much do you want to spend?
Online Marketing Tactics
After this, we’ll determine what tactics might be most effective for you. These might include:
- creating authority content
- participating in forums and online groups
- posting on social media such as Facebook, Twitter, Pinterest and YouTube
- creating effective sales pages and landing pages
- targeted PPC campaigns using Google Adwords, Facebook ads or LinkedIn ads
Testing and Analysis
Also, we’ll set up a framework to gather data about the success of your efforts. This might include:
- basic Web analytics data and site management using Google Analytics and Google Webmaster Tools
- conversion tracking in Google Analytics and Google Adwords
- heatmap and clickmap tracking using CrazyEgg or other tools
- A/B split-testing using Visual Website Optimizer or Optimizely