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by Lucy Griffiths on 7th March 2009
1: Use a Good SEO Agency
If you’re not an SEO expert, you’ll need to hire a top SEO agency, to deliver results and avoid the many costly mistakes that amateur SEO tinkering causes. A good SEO agency will have a proven track record and not be bashful about their successes. A great agency understands how to segue SEO into your present marketing plans and develop your online marketing in tandem with your current strategy.
It’s vital that your website includes optimised content and copy, but an excellent SEO agency will know how to select and place your target keywords throughout the site copy without killing the readability of the site or the experience of the visitor.
Great agencies know that the long way round is the shortest way home. They avoid short-cuts, automated submission and quick fix solutions.
2: There are no Guarantees
It’s vital that you understand in the world of SEO, there are few absolute guarantees. People that offer them are looking to earn quick money. A good, solid, blended approach to online marketing with SEO is the only way to deliver results, but the delivery of exact results such as the Number 1 position on Google is not something that can be guaranteed. Positions can be improved, traffic can be increased, but don’t listen to false guarantees.
3: Blend SEO into your PR Strategy
Slowly but surely SEO and PR strategies are merging. It’s no longer possible for you to plan a future PR strategy without considering SEO. The success of the Internet to reach the widest public audience means all of your online PR material can be optimised for Search Engines. Anything that’s published on the web becomes a way to interest customers. To survive in an increasingly competitive market, marketing managers will also need to begin using SEO with Social Media tools such as blogging, Squidoo, Twitter and Facebook to keep up with the competition.
4: Content is King
Relevant, fresh and original content is king. By keeping your website up to date, by publishing helpful articles and a daily blog, you not only attract frequent recurrent visitors, but also help increase your flow of visitors. Encourage your visitors to comment, debate and discuss your product/service with you and others and you’ll develop a community around your brand. This community can be instantly accessed to test new ideas and receive immediate feedback from.
5: Avoid the IT Crowd
IT specialists may be able to design and build your website, they may even be able to cobble together a bit of optimisation, but SEO is one of the core marketing activities that you should be undertaking. If you don’t have the expertise, then passing it off to your IT people is like passing off some of your most important offline marketing to your accountant. Poor SEO choices can have a dire effect on your online success.
Effective SEO for Marketing involves tracking leads, analytics, conversions and sales and adjusting your online marketing accordingly. Your team needs to make all of the SEO decisions, particularly content and copy generation and how to factor SEO into your overall public relations strategy. That’s why expert knowledge or advice on SEO is essential for all marketing managers.