Putting search engine marketing to work
A primer on organic or natural search engine marketing
"online marketing is not a cost of doing business - it is a way to accomplish your goals"
1. Introduction
"Putting search engine marketing to work” will highlight various important aspects of a meaningful organic search engine marketing program. It is not all inclusive. We omitted some of the most basic concepts and did not want to publish an entire book. New developments and additional topics will be featured in our blog.
You can use this document as a do-it-yourself guide as well as a discussion paper with your online marketing agency.
This document is not industry-specific but we show you some of the main variances that websites can have from the SEO perspective.
The document will give you an understanding about how many search marketers work, or rather: should work.
We will take a look at your status quo and how your site works. There are a lot of questions that you will need to answer honestly for yourself. The conclusions of the first two chapters might lead you to some ideas on how to restructure and improve your site. These are the first crucial steps towards an effective search engine marketing program.
The next chapter deals with selecting the right keywords.
What is going on in your clients’ minds when they are looking for your products or services?
How can you put yourself in front of your visitors in the most effective manner?
Directly connected to the keyword analysis is a thorough audit of all links to and from your web pages as well as the links to your competitors’ pages. We show you how it is done.
Next we take a look at your metrics system. What can be measured? What should be measured? Why bother?
At last we are providing you with a basic approach to put the numbers together that you gathered before.
A few final words at the end and you'll have a pretty good understanding on how we work and how you could work as well.
