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SEO 101: Planning an Effective SEO Marketing

By Tamon

Have you ever wondered why your marketing content or advertising content is not being notice or creating the impact you wanted? Have you ever taken time to create a content just to discover it’s only located at the 100+ pages on major search engines like Google? If your marketing goal is to get your content on the first page of major search engines, this may just be for you.


As millions of contents are being published daily on the internet, the goal of every marketer or marketing team is to reach their target audience. If you have ever use a search engine like Google and Bing, you must have notice that for every search, there are approximately 11 million search results, spinning some 11 hundred thousand pages (at a rate of 10 results per page). It’s clear that not everybody (it’s practically impossible) do get to the last page. Search engines analysis has reviled that about 99% of search engines users don’t go pass the tenth page.


With this in mind, imagine the content you just took your precious time to create, to enable you reach your target audience, is located on the twentieth page? The simple conclusion that can be made is that, your content may never be seen and your marketing and marketing team will fail. Considering the importance of marketing to sales, this failed marketing will be translated to sales thus you’ll be out of business is no time. This is one thing you don’t wish to happen right?


Here is where SEO Optimization becomes a very powerful tool for every business owner and marketing team.


SEO Optimization strategy can simply be defined as a marketing strategy that tries to put your content on the first page on every search engines whenever a search is made in your niche.


This article is therefore designed to help you with the basic strategy to you will need to craft unique quality contents friendly to search engines, select keywords (terms and phrases people frequently try in search engines) that generates traffic and leads to your website, building links, and SEO marketing the unique value of your website.


 


Let’s get started:


                        Planning your SEO Strategy


Every successful project or business begins with a successful plan hence a SEO marketing plan is essential for your business success and your SEO efforts should be a key part of that strategy. What you put into your plan will depends on how far your company is on SEO Optimization, and your marketing budget allocation. Due to the importance of SEO to your business, you may need to start by writing a basic strategy, and later, revisit it after doing some work to audit and analyze your current SEO efforts and data. Generally speaking, your SEO marketing plan should cover aspects of:


Make a Goal


The mistake most business owners and marketers do is to start creating contents, and expect SEO to align itself. Seriously, this is the first step to failure.


The very first thing any successful business owner or marketer must do is to take time out and list or document their goals. This will give them a clear road map and what they have to do to achieve their goals.


Thus, before talking of SEO for your business, you should be able to state what you want to achieve with your SEO. What type of increase do you want (traffic, leads, convert, product awareness…)? How long do you want to take to get this increase (one month, three months, one year…)? You must have a clear road map to your destination before you embarked on your journey. SEO Optimization strategy without a precise goal only leads to wasting of precious time and may actually take your business to its doom.


Your Target Audience: The first step of your marketing SEO marketing plan is to clearly defend your target audience. Your target audience is a defined group of people who you are marketing your product to. SEO is all about reaching to people of particular age group, sex, location, of certain profession, and who have need for your product. Thus defining your target involves determining these characteristics about your audience (people more likely to be in need for your product and who are on the internet searching for it).


The goal of documenting our target audience is to determine this set of people, what they want, what haven’t been provided yet, where they are located, and how to bridge that gap with your product. Knowing these things will help us better define a content strategy and prioritize content to bring to the forefront.


Reasons why we have to document our target audience


(a)   Content Strategy: Your objective in marketing is to provide contents and tools that are relevant and useful as possible to your audience. This is good for your SEO and general website strategy. It’s great at attracting and engaging leads with high closing rate. If for example you run a website that help women get back their sharp and form after giving birth, and several types of articles on slimming solution and condition. Your goal for this site is targeting adult women and women after child birth. If you notice adult women and women after child birth are primary interested on slimming drugs than exercise, then you’ll want to provide more information on slimming drugs. This will allow you to create more content on their interest, needs and better manage your SEO marketing.


(b)   Target Keyword Findings: Normally, you’ll want to do keyword search based on what your audience want instead of limiting yourself to what your website already has. This allows you to identify what the general population is searching for and optimize your content strategy, or you may cast your net wide and look at what your target audience want first, then carry out keyword research. Doing this, you may discover that they are needs which your sit is not meeting. Thus, you may start by meeting the needs of your target audience and then further determine the top keywords in these areas and use those terms in relevant and high visibility areas on your site.


Keywords: Keywords are at the backbone of SEO, and selecting the right ones can make or break your SEO strategy. Therefore your plan should contain a list of about 20 keywords (the more the keywords, the better your SEO Optimization strategy) associated with your product or service. You should be able to find the best variation of each keyword for your product by plugging your keyword into Google keyword tool.


Crafting Skill: SEO are trained to rank contents thus unique quality contents have higher ranking and are more likely to show up on the first page.


Updating content: SEO also have to ability to determine the most recent and current content and rank them. Thus while planning, it’s important to plan to frequently update your content.


Content marketers who have planned SEO Optimization strategy documented have a 90% chance to be more effective in content marketing strategy compared to content marketers without a documented strategy.


Analyzeyour SEO: The goal of every analysis is to identify what’s working and what’s not. This allows you learn from your mistakes and better focus more on what’s working for you.


It makes no sense having a SEO Optimization marketing plan without documenting how to determine or measure its effectiveness. In order to determine your success in SEO, your plan should include the method you will use to measure it. This is usually done using marketing automation tools like Marketo hence plan on acquiring this tool for your business.  


The analytic system or method you use will largely be determined by the metric (what you will be using as a measure) you choose. For example, a company may choose to measure its success by measuring the quantity of traffic it drives, another may choose the quality of lead, quantity of leads, sales, etc. all of these have a an automation measuring tool while some automation tools do provide for combine services.


Audit your SEO: You may need to plan to audit your SEO. This is the very first step for improving your SEO. Marketing, including SEO is a very complex sector with rapidly changing algorithms. As the major search engines change their algorithms to better manage search queries and rank contents and website, auditing your SEO strategy becomes a major focus of your SEO marketing plan.  Re-evaluating or auditing your SEO and your strategies is one of the only ways to stay on top of these changes and continue to move your website content forward.


Social Media: To have more effective marketing campaigns, you probably will need multiple channels. Most effective marketing campaigns incorporate both semantic search and social media channels (Facebook, Twitter, LinkedIn…) to attract, engage, and convert customers.


Also, social media channels have some feature that determines how content strategy make impacts across their medium. Thus, you may have to plan to better tackle the social media and make use of its great potential in today’s marketing.  


Budgeting:


To be effective at SEO, you may need to put it a good quantity of time (commitment) or finance (money) or a combination of both. Thus, you need to plan how much of your marketing budget you are willing to put into SEO or how many hours a day or week you are ready to put into SEO to better it. Also, your level of competition and how quickly you want to see results should dictate how much you’re going to spend. Set specific goals for yourself, such as building 1000 links per month, or developing 50 numbers of new on-site posts per week, or increasing inbound traffic by 65% percent (this may be difficult to estimate at first). With respect to your business, you may want to focus on one area more than the others.


Plan your Content strategy: Your target audience may have a preference for the type of content hence the need to plan your SEO content. They are many types of contents that you can use to get to your target audience. These content types include;


Blog posts: These are regular stream of SEO contents which are usually more engaging and more likely to attract links. Thus this is one of the best ways to build authority for your site. 


Product pages: A product page is generally a page holding information about your products or services and often serves as both pay per click landing page or SEO content page.


Guides: This is a long piece of information or content that is aim at explaining in details how something is being done. A full guide, summary or excerpt can be posted on a web page or broken down into multiple pages. Also it can be uploaded and given freely to visitors or visitors may be required to fill in their information before they can access the full vision. While this may be good to develop leads, it may also significantly reduce the amount of traffic to a site.


Articles: This is a piece of beautifully crafted information, usually 1000words long aim at informing the audience about a product or an event. Articles are the basis of all newspapers and magazines. A good example is this piece of information you are currently reading


Infographics: These are large formatted images (usually graphs and charts) that contain a lot of data on a single subject. This has a great potential to generate leads and drive traffic to the website. But, because so much of the content is embedded in the image and therefore not readable as text by search engines, it’s vital to carefully optimize the rest of the page.


Videos: Video contents are a great way to attract visitors and keep them engage with your website. Usually use to explain how to use a product or while creating tutorials to illustrate a process. In general, there are fewer video contents on the internet than text pages. You can use this fact to create a video for a competitive keyword instead of an article.  


Slideshows: This is a way of displaying a series of related images to the audience. Like the saying, a picture is worth thousand words; images can convey information and attract visitors faster than text. Also, SEO of your captions, title, image file names and so on is vital because there is less text for the search engines.


Glossaries: Research has shown that more people use Google to look up terms than they us a dictionary. You can leverage this potential of glossaries to drive links to your website by building a specialized glossary for your industry. Examples of glossary may include medical terms, kitchen terms, fashion terms and business terms


 


You need to know this;


SEO, Short or Long Term Strategy


Before deciding to tackle SEO marketing strategy, it’s important to understand that SEO is generally a long term marketing strategy. While the time depends on other circumstances, it’s averagely 8 to 12 months for a more complete result.


This is because the first few months are generally base on lot of planning, discovery, and auditing taking place, and little implementation. The next few months implementation begins in full swing, but it takes time for search engines to identify the changes, therefore, virtually nothing happens to results until the tail end of the first 5 to 6 months. You start recording minimal results in the fifth and sixth months. By the eighth month things should be start to moving well, but not until it’s closer to 12 months before the real payoff comes. Generally, you will harvest your best proceeds from your hard work with SEO but in the second year.


Cost of SEO


Many companies are spending tens of thousands of dollars every month on SEO. If you are hiring a high quality SEO firm to provide comprehensive SEO coverage for your business, you should budget at a minimum between $3,000 and $5,000 per month. Lower pay package can be allocated to companies providing specialized sub-section of SEO such as local citation management.


 


This article concisely explores some basic concepts on SEO Optimization strategy planning. Mostly, these are what you will need to draw an effective SEO marketing plan. In the meantime, you should have enough information to start planning your SEO strategy and allocating a budget to your core areas of interest. Keep an eye out for part two (implementation) of your draft plan, which will focus on “on-site optimization.”


“You just kill the ELEPHANT, be ready for the part two to take your SEO expirence to the next level……”

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