Part 3 of 3
Beyond technology, here are three principles to remember when planning and executing an SEO campaign:
Remember, the reason you are trying to get your website to the top of the first page is because you want people to come to the site and look at your content, then buy what your selling. Don’t get so involved in SEO that you junk-up your site with links and keywords beyond the user’s ability to read the page. Balance your site design your site between bots and people. Don’t lose your users for the sale of search engines. Remember, bounce rate (the time your users spend on your site) is a part of SEO as well.
Patience is a virtue
SEO campaigns are not for instant gratification junkies. Give your site about three months to sink in. Check your analytics, watch to see how the site is doing and adjust accordingly. Keep your efforts simple; make a minimal amount of changes so that you can accurately see what works and what doesn’t.
Stay on top of things. Keep an eye on the search engine guidelines to ensure your SEO is always up to date. The last thing you want is for your long sought efforts to slowly wash down the drain as technology advances.
By applying different techniques used to achieve organic search results, you’ll find online marketing to be a cost-effective, simple solution to promoting your business and products.
Part 1 of this 3-part series explained why SEO is the new normal and how companies can budget for search engine optimization campaigns. Part 2 defined a Glossary of Key SEO Terms. This article was published in its entirety in the March 2010 issue of Western Retailer magazine, a publication of the WHFA.