Creating and implementing a search engine optimization (SEO) strategy is a key component to a successful search engine marketing campaign. Similar to the necessity of a business plan to effectively and efficiently run a company, an SEO Web strategy provides a clear road map and allows you to reach the correct target in a successful manner. Unlike most Web development companies, MINDSCAPE understands all aspects of SEO and we constantly stay on top of the ever-changing search engine algorithms. We know how to incorporate code, content, and Web PR tactics into a strategy that produces significant results. Last, we take a step-by-step approach using your input, along with information gathered from Buyer Persona Profiles and keyword research, to ensure we are implementing tactics that reach your target audience(s).
The first step in the SEO Web strategy is to take the profitable keyword phrases found in the keyword research phase and work them into the appropriate pages within your website. We work these phrases into page titles, meta tags, meta descriptions, headings, image tags, and navigational structure. Knowing the current algorithms of popular search engines helps us avoid being tagged as SEO spammers by the search engines, while still using enough keyword density to be highly competitive. This is a delicate balance - and is what makes the biggest competitive difference in site ranking.
The next step is developing an editorial plan that includes a schedule of which Web PR tactics will be implemented and when. Editorial plans are important because Web PR tactics, such as news releases and blogs, are useless if not consistently executed. We use buyer personas to determine which Web PR tactics will most effectively reach your buyers. These tactics include email campaigns, newsletters, content modifications, news releases and blogs. Next, we create a calendar showing when your tactics are to be completed. For example, if a company used email campaigns and news releases to market their site, the editorial calendar would show when a new email campaign should be sent and when a new press release should be distributed. Whether your Web PR tactics are scheduled on a daily, weekly, or monthly basis, it is very important to strictly follow your calendar and remain consistent.
It is important to follow your initial SEO strategy, but even more important to monitor the search engine algorithms, stay on top of events within your industry, monitor news reflecting problems experienced amongst your Buyer Personas, and keep an eye on your competitors. Search engine optimization is something which needs to be constantly tweaked. When your site moves higher in the rankings, some companies will notice - and will typically make modifications - to try to get back ahead of you. The amount of ongoing modifications will vary based on the competitiveness of the industry and how often your competition monitors its placement in the search engines.
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