Holistic Search Engine Optimization
I have said for years “When the web site goes live the real work begins”. Time and the changes within the Internet have not changed my views. Gone are the days (I’m not sure they ever existed) where “build it and they will come” was considered the norm.
The real work begins once the site is live because for a web site to be beneficial to business, it must have web site traffic. If this is not achieved the development of the web site is a total waste of time and money, and represents only a liability to the business.
All too often Search Engine Optimization (SEO) is considered only as an afterthought when the web site does not produce the expected results. Like it or not, for your web site to succeed it will require Search Engine Optimization in some way or form.
In the past SEO has focused primarily on providing web sites with traffic from Search Engine Result Pages (SERPs). Once the traffic arrived the Search Engine Optimization was considered to have completed the SEO program.
This is no longer the case.
Search Engine Optimization to be successful requires a holistic approach which emphasizes the interdependence of all parts of the web site promotion process to work together for the overall success of the web site promotion and web site ROI.
Search Engine Optimization – The Holistic Approach
The holistic approach to SEO encompasses all tasks and process which result in:
- Increased web site traffic
- Improved web site usability
- Higher web site conversion rates
The objective of Holistic Search Engine Optimization is increased web site business performance and Return of Investment (ROI)
Holistic Search Engine Optimization – The Processes
The SEO Web site Report
The SEO Web site Report is the first step of the Holistic SEO process. A SEO Web site Report initiates the SEO process and determines the current status and identifies issues and provides recommendation to complete a successful Search Optimization program.
Read more about SEO Web site Report
The SEO Strategic Plan
The SEO Strategic Planning utilizes the findings and recommendations of the Web site Report to identify and prioritize the tasks necessary to successfully complete a Holistic Search Engine Optimization Program.
An important aspect of a Strategic SEO Report is to identify the business goals and objectives to be achieved through Search Engine Optimization, These goals and objective may include improving:
- web site sales or customer leads
- web site registrations for services or newsletters
- business benefits and performance through web site ownership
Keyword Research and Analysis / Web site Content
Keywords and keyword phrases are the foundation of all Search Engine Optimization and Paid Search Marketing programs. Research and identification of keywords used by potential customers to find your site is paramount to the success of both you Organic Optimization and Pay Per Click Programs.
Keywords and phrases also play a critical role in the development and integration of web site content which is relevant to your business products and services and therefore you customers.
The content developed from you Keyword Research will be SEO structurally optimized in the Organic Optimization process and used in the production of effective ad copy and landing pages for Pay Per Click programs.
Organic Search Engine Optimization
Organic Search Engine Optimization assists in the web site’s long term business performance. An effective Organic Search Engine Optimization program covers and extensive range of Optimization techniques used to develop a web site which is both human and Search Engine friendly.
The Organic Optimization process ensures both the web site’s development code and the content is presented in a way in which Search Engines are easily able to index the content into relevant categories for future use in Search Engine Results Pages and ensuring web site visitors are easily able find and understand information they require.
Pay Per Click Advertising
Pay Per Click Advertising is an effective tool for bringing targeted traffic to your web site when used correctly. I do not believe PPC should be the primary method of obtaining traffic, but PPC does play an important role in the overall holistic approach to Search Engine Optimization.
Pay Per Click is most advantageous to the Holistic SEO program when utilized in the following scenarios:
- Increase traffic to site while Organic SEO becomes effective
- Testing the effectiveness of Organic SEO keywords and phrases
- Used for very competitive keywords and phrases where Organic SEO may not be successful
- A short term marketing campaign with specific goals
- Targeting Keyword Phrases difficult to integrate into Organic Optimized Content
Social Media Optimization
Social Media is part of an overall Holistic approach to SEO. Social Media Optimization is an effective tool for developing trust within a community and initiating the age old strategy of “word of mouth marketing” using Internet based communities to spread information about your product and services.
Social Media is a long term and subtle method of promotion, when used effectively it has a positive effect on improving not only web site traffic but also web site conversions.
Web site Usability
Web site Usability is an often overlooked aspect of web site performance and an issue which has potentially an enormous impact on the financial and business viability of the web site
Internet users have developed expectation of how a web site should look, navigate and interact. If the web site does not accomplish these as expected users will become frustrated and leave for the next site on the Search Engine Results Pages.
As part of the overall Holistic SEO approach Web site Usability must be prioritized to ensure the web site performs to expectations and visitors are able to easily and intuitively accomplish not only their goals, but the business goals you have set for your web site
Holistic Search Engine Optimization – The Conclusion
In my opinion the size of the Internet and all the changes we constantly see within the Internet environment leads me to believe that to have a successful business web site requires the use of all of the techniques and methods outline above.
Of course some may not be relevant to every web site but consideration should be given to each and every one of these techniques to ensure your online business success.
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Written by: This e-mail address is being protected from spambots. You need JavaScript enabled to view it .ca a Search Engine Optimisation Consultant
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