Search Engine Marketing Management Process

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SEO Marketing Management – After Strategic Planning

The Search Engine Marketing Management Scenario

To complete this series I have assumed a complete SEM / SEO Program has been identified as being the most suitable for the business’s Web Site requirements and is inline with business budget constraints

Part 1 - Search Engine Marketing Management

Additional Reading - What’s the difference SEO / SEM ?

Search Engine Marketing Management - Plan Review

On completion of the Search Engine Marketing Strategic Plan the plan will need to reviewed and explained clearly to the Web Site owner. All actions will need to be explained and reasoning provided :

Why a solution has be recommended
The results expected from each SEM / SEO technique
Outline tasks to be completed by owner or web developer
Costs associated to each specific task

Search Engine Marketing Management - Keyword Research

Keyword Professional Research should be the first SEO task to complete. Keyword Research is a time consuming task when completed properly. Generating an extensive list of keywords in not difficult. However, providing a list of competitive keywords which rank well for the web site is an entirely different matter.

The Internet is a highly competitive environment and in today’s crowded world there is intense competition for every business niche. Discovering competitive keywords takes time and some experimentation to achieve long term results.

Search Engine Marketing Management - Keyword Integration

On completion of the initial keyword list how to use the keywords to best advantage will need to be determined. Once best use has been determined, the keywords and keyword phrases will need to be integrated into the content and web design elements. Each page created should target no more than 1 or 2 keyword or keyword phrases. Content integration will include:

URL's
title, description and keyword META tags
Integrated into content in a Search Engine friendly manner including use of H1, H2, H3 and H4 tags
Include keywords into Alt tags
Add keywords / phrases to Anchor Text

Search Engine Marketing Management - Web Site Revisions

The best time to address the issues which were identified as detrimental to Search Engine Optimization and Conversion Rate Optimization should be completed during the update required to integrate keywords.

Your Search Engine Marketing Management company should liaise with your Professional Web Developer throughout the upgrade process. The Search Marketing Consultant participation during this process is critical to the over all programs success.

Search Engine Marketing Management – Link Building

Some aspects of Link building are more difficult than others. This article is not the place to delve into Link. The following techniques should be part of the Link Building Process your Search Engine Marketing Management Company provides:

Obtain inbound links from High Ranked web sites
A program to initiate Social Book Marking web site
Commenting on Blogs
Creating high quality content as link bait
Writing articles and press releases for distribution

Search Engine Marketing Management - Social Media

No Search Engine Marketing Program would be complete without some Social Media Marketing included. Social Media can prove to be a powerful tool to increase:

Awareness of brand
Web Site traffic
Increase Web Site Conversions

Your Search Engine Marketing Management Plan should include suggestions and methodologies on which Social Networking web sites are appropriate for your business and some guidelines on how to interact and promote your business within your chosen network.

Social Media Marketing is best completed by someone within the company. This may not always be possible and if this is the case your Search Engine Marketing Consultant will be able to recommend you to a company which specializes in this service.

Search Engine Marketing Management – The Maintenance Contract

SEO and SEM are not one time tasks. The environment changes quickly and radically. One day a keyword which was performing well will disappear from your results through no fault of anyone. The Search Engine may have change their criteria or a competitor altered some aspect of their web site. The Search Environment changes and changes fast.

To achieve long term consistent results constant monitoring and adjustment is required. Thus the necessity of Maintenance Contracts to keep your web site performing at it’s peak

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