Contacuts

Strategic SEO


Although the SEO or search engine optimisation is a specialist area of marketing in its own right it should still be thought of as a key part of your overall marketing objectives.

An overall marketing strategy will have short-term tactics in order to achieve the longer-term objectives. Similarly a long-term view should be taken of SEO. Only by understanding your long-term business objectives can you start to define your SEO strategy. There can sometimes be some quick wins but there are no guarantees and the process of SEO is an ongoing one which requires time and effort. It can take time to build sustainable results.

Think about your website objectives first, why do you want to get traffic to your website? Is it just so that people will read your content or do you want them to sign up to a newsletter, buy a particular product type or click on your ads?

Defining these objectives first will guide the approach to your SEO strategy. You want to be gaining good search engine rankings for relevant keyword phrases which generate visits from visitors who carry out desired actions or have a propensity to buy. There is no point in just looking for untargeted generic traffic.

This also raises the importance of being targeted in the sites you try to obtain links from. Linking sites need to be relevant and the quality of inbound links in increasingly important.

You want to make your site visible in search engines for potential visitors who are typing in relevant search terms. Search engines have similar goals, they want to provide accurate and useful results for their users and you want to bring relevant targeted traffic to your website.

There’s no point getting a high ranking and traffic for a keyword term which isn’t relevant or doesn’t convert. This is a poor user experience and won’t promote repeat traffic. In fact it could be damaging for your brand or reputation online. Providing useful content which is of value to your website visitors is key.