Thursday, September 18, 2008

SEO plan and objective

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.