SEO plan and objective
Online advertising and marketing budgets have also soared. Relative to these, the
investment required for getting traffic through search engines is much lower. However, as
search engines have millions of pages in their coverage, it is important to have a proper
approach to using this channel effectively.
The art and science of understanding how search engines identify pages that are relevant
to a query made by a visitor and designing marketing strategies based on this is called
search engine optimization. Search engines offer the most cost effective mechanism to
acquire “real” and “live” business leads. It is found that in most cases search engine
optimization delivers better ROI than other forms such as online advertisements, e-mail
marketing and newsletters, affiliate and pay per click advertising, and digital campaigns
and promotions.
Before you begin to develop your own strategy and implementation plan to optimize your
website for improved page ranking, you have to reflect on what is the major objective of
this initiative. Is it your objective to attract more visitors to your site or convert more
persons from being a visitor to a loyal stakeholder in your business? The dot com mania
period showed a marked change in evaluating a website’s success in terms of number of
eyeballs that it could collect, without taking into perspective what these eyeballs or site
visits meant to the organization. That has changed by now, and most companies realize
that critical to a business unit’s success is sticky visitors, loyalty and ultimately the
impact this has on its bottom line.
Valuing a website in terms of what advertising it can attract and sustain is no longer the
benchmark or performance indicator; what is certainly more important is what the site
does to acquire and retain new and existing customers.
As search engines have several million pages that are available on the world-wide web, it
is necessary to use specialized techniques to match your web page with the algorithms
and ranking criteria that such engines use, thereby improving the chance of catching the
limited attention span of the visitor.
The first step that advertisers and marketing professionals need to take to apply
optimization techniques to a website is to articulate the objective and characterize the
visitor, the desired visitor experience and outcome. The optimization plan should evolve
out of this.
Online advertising and marketing budgets have also soared. Relative to these, the
investment required for getting traffic through search engines is much lower. However, as
search engines have millions of pages in their coverage, it is important to have a proper
approach to using this channel effectively.
The art and science of understanding how search engines identify pages that are relevant
to a query made by a visitor and designing marketing strategies based on this is called
search engine optimization. Search engines offer the most cost effective mechanism to
acquire “real” and “live” business leads. It is found that in most cases search engine
optimization delivers better ROI than other forms such as online advertisements, e-mail
marketing and newsletters, affiliate and pay per click advertising, and digital campaigns
and promotions.
Before you begin to develop your own strategy and implementation plan to optimize your
website for improved page ranking, you have to reflect on what is the major objective of
this initiative. Is it your objective to attract more visitors to your site or convert more
persons from being a visitor to a loyal stakeholder in your business? The dot com mania
period showed a marked change in evaluating a website’s success in terms of number of
eyeballs that it could collect, without taking into perspective what these eyeballs or site
visits meant to the organization. That has changed by now, and most companies realize
that critical to a business unit’s success is sticky visitors, loyalty and ultimately the
impact this has on its bottom line.
Valuing a website in terms of what advertising it can attract and sustain is no longer the
benchmark or performance indicator; what is certainly more important is what the site
does to acquire and retain new and existing customers.
As search engines have several million pages that are available on the world-wide web, it
is necessary to use specialized techniques to match your web page with the algorithms
and ranking criteria that such engines use, thereby improving the chance of catching the
limited attention span of the visitor.
The first step that advertisers and marketing professionals need to take to apply
optimization techniques to a website is to articulate the objective and characterize the
visitor, the desired visitor experience and outcome. The optimization plan should evolve
out of this.
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