1. Keyword Strategies
Keyword strategies are diverse. There are different strategies that can be used to accomplish different objectives. With this in mind it is important to decide on the objective first. Almost any objective is achievable. Be it a campaign to increase brand awareness, a campaign to get more clicks to the site or even a mix of the two.
Driving traffic to a particular site is a mix of strategies. It requires building an online reputation as well as directing traffic to explore a site they have not been introduced to. Keywords are essential to this strategy and phase of the campaign.
When starting a new campaign, it takes a bit of wit to chisel out an effective strategy to drive traffic to your site. A keyword strategy is by far the greatest way to accomplish your goals. There are two categories of keywords. The first set of keywords identify the soul of your site. Meaning, if you Profit site is selling sausage casings, your key words will directly be related to casings (how to choose the right keyword will be discussed in a different chapter) So for now lets just use an obvious keyword – sausage casings. You would then optimize your site for this key word.
- On-page Keyword Optimization
Optimizing means that your website page, the one that you want to be ranked on some search engine’s results, must contain reference to the keyword and its related words. Engines like google have gotten pretty savvy over the last few years. You can’t just load the page with the word and expect google to think that your site deserves to be ranked well. The algorithm looks for primary and secondary keywords. For instance, the secondary keywords could be pork, or beef or sheep. Basically the algorithm needs to figure out your page and the only way it does that is to look for key words that usually complement the main keyword – sausage casings. This is called on-page optimization. On page optimization also includes all the necessary meta tags and proper formatting. This is best left to your webmaster to handle.
If you have more than one product, it is ok to optimize more than one page, meaning, you can create multiple landing pages. Multiple landing pages allow you to push the home page higher in the rankings for the keywords it is optimized for. That also puts you in the running for highly competitive keywords.
- Off-page Keyword Optimization
The off page matters are a little simpler. Off page SEO is directly related to this keyword (KW) selection. Two schools of thought on KW selection. First is that you should choose the easiest KWs to get to the top of google. Second school of thought is that you should get the most competitive and be the best there. Life is never so black and white and neither is SEO. choose the KW that correctly goes after your target audience. Then cross reference that with the words that truly describe your product. The reason is, no matter what KWW you optimize for and rank, if a customer who goes there is disappointed because he or she did not find what they thought the would, the will click that dreaded back button. Search engines hate back buttons. It tells them that the searcher was not happy with that they picked. A few times of that and your rankings evaporate.
The bottom line is that you must choose the KW that best describes your product in your customer’s mind. If you have profiled your customer well, you would be able to pick out the best KWs. The off page KW choices give you a way to channel more of the same target market but from a different area.
2. Social Media Strategies
Driving traffic is not like driving cattle. People have free will and they will come only when they want to. The way to get them over to a site, is to make them want to. Thats called motivating a prospective customer. How do you motivate a customer? The only way to truly appeal to a customer, in a way that you know with high certainty that the will respond, is that you get them to see that their friends are doing it. Keeping up with the Joneses is a powerful motivation. Ultimately that is what social media does. Getting a patron to rave about your chicken caesar salad on Facebook to her friends, does more for your restaurant than you could imagine.
Social media has a purpose. But it seems to be getting convoluted. People are becoming experts at social media but have forgotten to be social. Social media is about engaging with the world at large in a way that is to solidify your brand. Do not confuse it to replace your sales force. It’s not meant to sell a product to a customer. If you try to sell something to someone over the social media – you’re going to loose a customer.
There are two sides of the coin in using social media. The first is to relate to a customer. Relating to a customer means you do not throw deals at him, you tell him what he is getting from you. You build brand not bottom line. Then you sit back and listen. Look at how you are being reflected in the media. In the olden days you had the newspaper and the TV to lob ads to a dumbstruck customer. While you sat down and assumed he was going to run out the next minute and buy your product.
The social media is a little different. Here you can throw the bait, and watch others as they run about talking about you. Its a way to listen to the echo that your initial sound makes. Again, this is not about selling, its about hearing what the people think about you. This is valuable knowledge because once you know how they think of you you can mold the message, so never use social media to sell.
Till next time