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06.21.10 Developing Your Site With SEO From The Start  By Peter Da Vanzo Anyone who has been an SEO consultant knows that SEO is often bolted-on as an after-thought. Which is, of course, the worst way of doing SEO. Part of the problem is that SEO is often thought of, by clients, as a fix. It is a fix applied to solve the unforeseen problem of not showing up in search engine result pages. Whilst some businesses get it, we know most never will. But this fact is to your considerable advantage if you build and run your own sites :) Relevant Traffic Is Everything We know that a site without traffic is like a billboard in the desert. If no one sees it, it doesn't matter how pretty it is, it is useless. A site without relevant traffic is a cost, not a benefit. Traffic that "just passes through" presents a major opportunity cost. What did that traffic really want to see, and why aren't I providing it? Someone else will be. We know that search is the ultimate internet marketing research tool. Search is marketing nirvana. Visitors tell us what they want, using a keyword query, and all we need to do is match that query up with our site. Most people, outside search, still do not get this. But we do. Integrating SEO At Every Step One thing some SEOs may not get is that SEO needs is an integral part of business strategy. SEO is not just about positioning a site in the search rankings, it's about positioning a site in the market. For example, it is pointless getting a #1 ranking for "cheap t-shirts" if a site sells designer t-shirts. Whilst this may result in a few rouge purchases, the site will constantly lose out to sites that offer cheap t-shirts. Because the visitors will reformulate their search queries until they find the service that is most relevant to them. From a business point of view, it may be better to run two sites - one offering cheap t-shirts, and one offering designer shirts. That's what being relevant really means. Being relevant to a target market. An SEO strategy should look like this:
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Identify the target market • Conduct a competitive analysis • Create a business plan that shows how you will compete in that market • Research keywords • Create a brand identity related to those keyword terms • Create a search-friendly site • Get links SEO flows naturally out of the demands of the target market. Continue reading this article. About the Author: Peter Da Vanzo is the founder of Search Engine Blog.com, a news resource for the search engine marketing industry. He is also a regular contributer on SEO Book. |
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