Step 4 Creating Google SEO and SEM Strategy
November 1, 2010 Leave a comment
[tweetmeme source= “brennels” only_single=false]Again, these steps aren’t in order like putting together a kids bicycle Christmas Eve but are necessary for preparing your social and SEO marketing strategy. SEO and SEM is vital part of any online marketing strategy and should be included in preparing any of your marketing programs. From events, seminars, lead generation, white papers, social media and website content optimizing keywords for all your content will be cumulative and help in overall search engine rankings.
Identifying your top 50-80 strategic keywords your company wants to target is one of the first steps. These keywords are usually created by identifying your market, products and the terms that have the highest search volume.
The next step is to include those keywords into everything. Website content, press releases, white papers and anything else used as public content. These keywords will be critical to the success of your PPC programs. Aligning the appropriate keywords with landing page forms and white papers will help improve overall performance of PCC programs. This is an ongoing process that will require tweaking and changing as you determine which combinations of keywords, white papers and advertising copy works best to achieve a low cost per click and high conversion rate. So first identify what offer you want to use as a call to action and then build your campaigns around that. Some ad campaigns drive people directly to their website which can also work if there are compelling calls to action, but this can also cost more and covert less. Here are a few areas that can help you improve your PPC campaigns.
Ad Copy – this is the text that is served up via Google on the right of most searches. It is limited in characters so you have to get to the point quickly that will drive interest.
Landing page – once a visitor clicks on the ad it should be directed to a well optimized landing page where more information is provided in a few bullets with a few registration form fields to capture lead information.
Call to Action – having a compelling call to action will help increase conversion rates. “Download Now”, or “Free Trial” are often used to help get visitors to fill in their name and contact information.
Offer – white papers, data sheets or solutions guide are often used as the offer for the ad and the better aligned the ad copy, landing page copy and offer are the lower the cost and higher conversion rate will be.