When looking at your website from a high level do you have an overall strategy to move your rankings higher for keywords and phrases that convert to sales when looked at from 10,000 feet? Here are some things to consider:
•Does each page in your website focus on relevant keywords based on the page itself?
•When creating and adding content to your website have you created a scalable website architecture and naming conventions for webpage names, image names and links that align with your keywords?
•Have you tested your website in various search engines to make sure that both humans and computers can read it?
•Are you careful not to allow your website to link to websites with questionable content?
•Have you taken your top 5 or 10 keywords and when a natural or paid search brings a lead to your website, is it the best page for the given keyword?
•After taking a great deal of effort, time and expense to bring traffic to your website, does the website look professional and convert the leads?
It is easy to hire a professional to work on the details of key word selection, ad creation, website design and optimization from a detailed perspective, but it is equally important to look at your marketing and design efforts from a high level taking a long term view.
Growing anything worthwhile takes time, it is important to choose website and optimization professionals that take both the short term and long term view. It is important to make sure you emphasize both goals to the company you choose.
We see many companies that spend marketing dollars on their SEO or PPC program only to bring the traffic to an unprofessional website or a page that does not match the potential searching clients keyword phrase. We also see many companies targeting keywords without considering that the goal is to bring quality traffic, to the right area of the website, and convert it into leads and sales.
A successful marketing effort should have an overall strategy as well as a day to day one.
