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Don’t Get Stuck on the SEO, There is So Much More

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I totally understand the importance of SEO for every type of client, but I think people get so caught up in the numbers and the data that they forget that all of that information doesn’t mean anything without conversion!

I understand getting addicted to the data and the trends and the rankings, but all of these things are really there to do one thing – help the client make more money.

A Needs Analysis and Planning

Clients often feel that they have a “need” or they believe they have certain goals that will help them achieve what it is they think they want to achieve. By doing a basic needs analysis and/or reviewing their goals you gain a lot of insight. As online marketers it is our job to help clients determine whether or not the goals need to be tweaked and the best way to help them achieve their goals online.

Big questions to keep in mind:

  • Are they targeting the right populations? Are they forgetting some?
  • Are they visible in the markets they want to be visible in? How do we accomplish this effectively?
  • Is their focus too narrow or too broad?

We also need to take these goals and research online and offline competitors, gather data and create an effective to plan to help them achieve this goals. This planning should include, but not be limited to:

  • Modifications/Additions to their website
  • Effective content that sells to their targeted populations and markets
  • An integrated marketing plan that includes all online marketing methods and offline marketing – Yes this includes website, social media, blogging, PPC, PR, video marketing and more.
  • Informing staff/employees of the marketing plan and making sure they are educated on the concepts the company is implementing
  • A reputation management plan
  • Local search strategies to support the marketing plan
  • A user-friendly website

Establishing that Conversion is the #1 Priority – Conversion Planning

Again, I am seeing web designers, SEO’s, Internet marketers and social media experts forgetting that the overall goal is conversion. I will admit I have lost this as my #1 priority at times because it is easy to get wrapped up in numbers and rankings. It is crucial to remember that conversion should be the #1 goal. We have many ways to get them on the website, but we have to make sure that the site is set up to convert on every single page of the website, not just the home or landing pages. Contact pages and FAQ pages need a conversion plan. Yep, they do.

I have always told people, readers and clients that there needs to be an optimization plan for each page – one for the page and one that supports the overall optimization goal for the site. Now I am telling you that you cannot forget that in addition to that plan there must be a conversion plan within the text, graphics and headlines for each page as well. Also, calls to action are not enough!

SEO is crucial and necessary, but it is just one part of conversion. Please do not forget its importance.

Melissa – SEO Aware


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