Goals of SEO
The goal of the Search Engine Optimization Methodology is for you to understand the process and why we go about it this way. The end goal of Search Engine Optimization is to help increase the number of people who go to your website after doing a search on Google/Yahoo/MSN..ect. Search engine Optimization (SEO) is a process that evolves over time as we learn what is and isn’t working for your website. Below is based on a set of slides I’ve been working on the last few months for clients and work out a process internally for myself. Please leave and feedback, good or bad, and let me know what you think.
Client’s Ideas & Goals
The 1st mission is for us to determine the goal(s) you are trying to achieve:
- Raw Traffic
- E-Commerce Sales
- Lead Acquisition & Direct Marketing
- Reputation Management
- Ideological Influence
If we don’t understand the goals, we will struggle in achieving and measuring them in the end. Measuring your goals will help you find out what is and isn’t working on your website.
The 2nd mission is to determine the market you are targeting.
- What is the search volume across the major engines for the key terms associated with the client’s product?
- What competitors are targeting the same terms and phrases?
- What keywords have the highest saturation and difficulty?
- What long-tail results can return the highest ROI
Knowing who your target market is will help form your plan of attack. Teens vs moms vs seniors are all different in how they use the web and tailoring your website to them will be key. It’s about developing relavent content in the end.
The 3rd mission is to determine what markets (i.e.: search engines and social networks) we will use. Choosing the right market will return the highest ROI. We’ll focus our optimization efforts towards that market.
The 4th mission is to determine the standing of the current content, if there is any, or the proposed content. After looking at the target market, and goals, we may need to rewrite our content to help achieve our goals and hit our target market.
Rework Content (if Necessary)
The 5th mission is to collaborate together with the client to help optimize the content This will help in maximizing on-page factors that will influence search results. This will help increase the number of people coming to your website in the end. It’s not perfect but content is a big part of how and where your site is going to rank.
The 6th mission is to look at the structure of your client’s website. We want to make sure all your links are working and nothing is broken. Starting to look at link building for your site is another area that can be looked at. We’ll seek out and arrange non-reciprocal link relationships that are relevant and high enough in influence to positively impact the site. Link building much like SEO is a process and not a project and evolves as you grow your website over time.
Analyze & Optimize
The 7th mission is to analyze previous efforts and adjust your approach to maximize effectiveness. There will be a strong emphasis on conversion and retention, where these factors are applicable.
In the end, it’s about educating your client and making sure they understand that SEO is a process and not a project, which is like social media at the end of the day. You can’t just start and stop doing it one day. That’s going to hurt more then it helps you at the end journey.