Applying Modern Marketing Principles to Search Marketing
A brief overview of how modern marketing principles should be
ingrained into a Search Engine Marketing Program. The attention
to the following phases will ensure overall marketing goals are
acheived and the e-customer is kept at the forefront of planning:
Situational Analysis: Begin with a comprehensive site analysis
and competitive sweep. Know your industry and the online
landscape.
Objectives: Work to define specific and measurable goals as they
relate to both Search Engine Optimisation, and your broader
internet marketing strategy.
Strategy: Define your target audience and your customer on-line
buying process. Also, identify geographic and preferred search
engines and directories, implement an effective link popularity
strategy, and define and categorise relevant keywords and
phrases, as they relate to key sections of your website.
Tools and Tactics: This is where the bulk of the ongoing work
takes place. Spend a great deal of time researching relevant
keywords, create informative search query specific landing
pages. cleaning and optimising your website HTML including meta
tags, titles and descriptions. Also, find inbound links that fit
with your business. We DO NOT subscribe to link farms and only
suggest relevant and authentic inbound links.
Once your house is in order its time to invite visitors over.
Subscribe and re-subscribe your URL's to search engines and
search directories.
Control: How are you performing? You must be dying to know.
Incorporate scheduled reports detailing results against agreed
performance metrics, interpret the results and feed them back
into the program.
Once one cycle has been completed, this is usually 4-6 months,
start over again. This time you hit the ground running and focus
on re-optimising the program and maintaining your website
relevancy for both your e-customer and Search Engines.