Before any optimisation starts you need to decide on what you want your
website to achieve. It would be impossible to start any SEO campaign without a
clear precise business plan. These achievements can be spilt into various
functionalities. Such as:
1.1 Ecommerce Web Site
Ecommerce functionality allows users to buy products online, it becomes
an excellent marketing tool to generate revenue. Not only does it allow
users to buy products online, it also means that you can automatically
(with most SEO friendly ecommerce software packages) optimize for
individual products.
1.2 Lead Websites
If you are just interested in generating leads that are related to a specific
industry you have to consider 3 main aspects of website marketing.
Firstly that the site it designed to easily draw people and to release there
personal details, so that you can capture a users details in a database. The
second part is that the key phrase choice, it is vital that they are attracting
the correct target market. The third part is that you have simple, well
designed forms which are appealing to the user and do not come across
daunting to complete.
1.3 Phone Enquiries
We have found in most cases of service industries that most customers /
potential clients like to use local companies, this allows them to build a
relationship with the company and offers them more security. Phone
numbers that are specific to different areas are helpful to generate traffic
across the counties and surrounding areas of that business.
2.0 What Approach will suit your needs?
There are various different approaches to search engine optimization and it is
vital that you choose the one that suits your company needs best. They break
down into the following:
2.2 Organic SEO
Organic optimization is obviously more difficult to achieve page 1 results
that a PPC campaign and requires more resource and time. This equates
to more expense short term, but with all this comes greater reward. At
Creare we practice what we preach 100%. With excellent organic results
for both ‘Web Design’ and ‘Search Engine Optimisation’, we see the
benefits of organic listings every day. If you have the right site, have the
product and have the budget then an organic campaign will work for your
business.
2.1 PPC (Pay Per Click)
Most internet users will have come across sponsored listings or Pay Per
Click advertising. This is an excellent method of gaining shortterm
results in popular search engines, but there is a downside… Cost!
Pay per click is relatively selfexplanatory, you set a budget for each day /
month / year and pay for each click of your specified advertisement, then
if your budget gets used up, you lose your position and do not appear at
all. This in comparison to Organic SEO can be very costly and unless you
have a worthwhile ROI (return on investment) it is not the right route for
you.
3.0 Knowing Your Target Market?
One of the most important factors of your SEO campaign is the target market,
who do you want to find your site? Who do you want to sell your products to?
What sort of client / businesses are you trying to appeal too? This can be split
into 2 different areas:
3.1 Choosing Your Key Phrases
So you have decided on your SEO method and your budget, now the most
important factor is your ‘key phrases’ what do you want your site to
appear for in the search engines? It is essential that you use all your
expertise to work out what key phrases are going to return the greatest
ROI. This may not always be the most obvious choice so a good consultant
is essential.
3.2 The Design of Your Website
The colour and design of your site reflects the type of company that you
wished to be perceived as. Most importantly your site needs to be search
engine friendly. This can be done through various methods of SEO
friendly coding, removing unwanted code and externally outsourcing and
scripts and style sheets.
Author Resource:
http://www.electric21design.com - website design and hosting for your small business, only £14.99/month
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