Search Engine Strategy Creation
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,
and 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
the website. We work these phrases into the page titles, meta tags, meta descriptions,
headings, image tags, and navigational structure of the website. Knowing the
current algorithms of the popular search engines helps us avoid being tagged as
SEO spammers by the search engines, yet 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 was to use 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 which reflects 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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