During the last years many of us working on the digital marketing sector have claimed that SEO is dead. In my personal opinion, this confusion has happened because many SEOs and clients were identifying SEO with Online Performance as the same concept which is an incorrect assumption as they are two totally different things.
Online Performance – Goals
To succeed in achieving your goals you need more than SEO (rankings). What you need is a digital strategybuilt from an exceptional Online Marketing Performance team. That includes the combination of SEO, Social Media, PPC and other tactics. Of course the good quality of the product that your client is promoting is an indispensable element on this marketing puzzle. If you are using and combining all of these tactics then success is guaranteed, if not then you are gambling with the possibilities for success depending also on the market you are in.
Online Performance – Actions
1. Design – Developing
Your design should be optimized for bringing conversions and also should include all the right elements for SEO reasons. So it should have, depending on your goals, good “call to action” buttons, using the right colors, easy navigation, social media buttons, big space for texts for SEO reasons, quality images and probably a good video that will help you increase the time that the visitors are spending on your website so as to diminish the Bounce Rate.
2. Keyword Research
You have to find and choose the right keywords (you should choose also some long tail keywords) so as to create your texts in such a way that will help your website ranks on the SERPs. This is a really important aspect as the strategy you will follow for promoting your product and website depends on the keywords you will chose. To find the keywords you want, you could use the Keyword Tool (from Adwords), Google Trends, competitors’ websites etc. You can read a really good article about keywords research on this link http://moz.com/blog/untapped-keyword-sources.
3. Technical On page – SEO
Now that you have your texts you should add all the technical On page – SEO elements you need as:
source code (meta title, meta description)
alt tags on the images,
Google Plus profile
rel canonical (wherever it is needed)
and last but not least, your site should have a blog.
4. Social Media
Now you should create and start working with your social media channels especially Google Plus, Facebook and Twitter as well as others such as StumbleUpon, LinkedIn, Pinterest or even a YouTubeChannel depending on the industry you are in. Do not forget about FaceBook Ads that are upgraded and awesome. You must not forget to share the content of your blog to all your social media channels every time.
5. PPC – Adwords
At the same time you should create and launch your Adword campaign as it will help you find direct clients and enhance the Brand Awareness of your website especially if your website and brand are not very well known yet. Also do not forget that the audience that is using the Ads is different from the one that is using the organic results. So you need to approach both…!
You need to get in touch with as many magazines as possible, newspapers and in general you need to have a good media list (at least digital) so as to obtain as much external links as possible for your website and also make your product known to your audience.
7. Link Building – SEO
At this point you need to start your campaigns for link – building. I would suggest the following techniques:
Using your Blog to add internal links
The program HARO
Some good directories in your niche
Some good Bookmarks
Creation of Infographics and sharing them
Broken Link Building
Following these strategies you will manage to increase the quantity and the quality of your external and internal links which are very important for SEO reasons.
8. Content Marketing – SEO – Social Media
Nowadays it is necessary that your website includes a Blog. You need to use it in combination with Analyticsso as to offer content that is useful and interesting for your target audience. You should always share your content in your social media and also add internal links from your blog towards the pages of your website. This way you are helping your Social Media as well as your SEO performance – rankings.
It is essential after sometime and having gathered details for your audience using Google Analytics, WebmasterTools, Pinterest Analytics, Facebook Analytics and in general all the analytics you could have, toanalyze your audience and specify your actions targeting the visitors – audience that are bringing the biggest revenue. You should combine all the details to make conclusions, as for example:
social media that generates biggest revenue and most traffic
keywords with most clicks and impression
From these conclusions you should find and target your audience.
10. Conversion Optimization
As we said from the beginning you should optimize the design of your website to maximize your conversions. This does not mean that you cannot always improve the usability and the user experience of the visitors of your website, in fact not only you can but you should do it using tactics such as A/B testing, Heatmaps, Goals, Event tracking and tools as crazy egg, optimizely, qubit, Visual Website Optimizer and others. This way you can always improve the usability and design of your website.
So it is really important for all of us working in the digital marketing sector as well as those of you wishing to create a successful website and digital strategy for your company to have it clear in mind that SEO does not equal Online Performance!
If you believe that I have forgotten to mention an important action – element – tactic please do not hesitate to suggest it in the comments below and I would be glad to add it in the article.
Looking forward to hear all your opinions and suggestions!