Search Engine Marketing Management – How is it Done?
Ok so you have come to the conclusion you need some assistance to increase your web site traffic, and to ensure this new traffic does what you want when they arrive on your web site. But what exactly happens and what the process of Search Engine Marketing and Search Engine Optimization includes is still a bit hazy. Well you can be assured you are not alone when it comes to understanding what your Search Engine Marketing Management Company can do for you.
Search Engine Marketing Management – My Philosophy
The first step of the Search Engine Marketing Management service should be about you getting to know your Search Engine Marketing Consultant and your consultant getting to know about you and your business.
Some Search Engine Marketing Management Companies offer packages which have been developed to offer a standardized product and service. However, I do not believe this is an appropriate method of service. Are your needs similar to the business down the road, across the country or in a different niche? I don’t think so.
I believe each business has unique and individual requirements, and the only way to offer a Search Engine Marketing Management Program which will meet these needs is to develop a program unique to each business.
Search Engine Marketing Management - Goals and Objectives
All businesses have a reason for having a Web Site and wanting people to visit the site. The first thing your Search Engine Marketing Management Company should do is ascertain what goals your business wishes to achieve from initiating website search engine marketing. Common goals include
- Increase Web Site traffic
- Improve Search Engine Results position
- Additional sales and customer acquisition
- Higher brand awareness and customer satisfaction
Website Search Engine Marketing – Current Status
Once the business goals and objective have been determined the next step of Search Engine Marketing Management is to determine the current status of any SEO or SEM initiatives which may have been completed previously, and to evaluate Web Site issues which may impact on Search Engine Optimization and Web Site Conversion Optimization.
Previous Search Engine Marketing Initiatives
Issues investigated should include:
- Investigate and identify current keywords and their use
- Current Search Engine results for business’s current keyword selections
- Analysis of inbound and outbound links
- Determine current use of Social Media Marketing
- Analysis of current Pay Per Click Programs
- Use of Robots.txt and Sitemap.xml
- Competitors SEM/SEO Analysis
Web Site Analysis
Issues which may affect Search Engine Marketing and Web Site Conversion Optimization may include:
- Overview of Web Design development code and Meta Tags
- Analysis of content and content requirements
- Evaluate Web Site Navigation and Web Site Architecture
- Web Site Usability Analysis
- Content and Process requirements
Search Engine Marketing Strategy Development – Budget
When the above steps are complete your Search Engine Marketing Management Company will be able to develop SEO Solutions and a Search Engine Marketing Strategy to suit your business requirements and budget.
Budget considerations should be given a high priority by your Search Engine Marketing Management Company. Without doubt SEO and SEM can be an expensive proposition. However, a good Search Engine Marketing Consultant will investigate solutions which work and are affordable for your business.
Search Engine Marketing Strategy Development – Strategic Plan
Your Search Engine Marketing Strategy will include SEO Solutions as well and Search Engine Marketing solutions to create a heuristic approach to accomplish online business success. (You may want to read – What’s the difference SEO / SEM ?)
Your Search Engine Marketing Strategic Plan should include an outline of the proposed SEO /SEM techniques and outline the processes to be used.
Search Engine Marketing Strategic Plan may include:
- Keyword Research
- Content Development
- Inbound Link building strategies
- Develop Pay Per Click Campaign
- Create Ads and Landing Pages
- Develop Social Media program
- Advise and recommend Web Site revisions
- Estimate of monthly work and cost to maintain SEO / SEM program
\On completion of the above mentioned tasks you will have a comprehensive Search Engine Marketing Strategic Plan and Budget to begin your SEO / SEM initiative.
Next article Search Engine Marketing Management – After the Plan will outline the processes and procedure which should be used in competing your Web Site’s Search Engine Marketing Campaign.
