Run smarter SEO campaigns
Published September 27, 2011
Search engine optimization is a popular tool to include in an integrated marketing campaign, as it can help companies move their websites up to higher spots in Google rankings and may drive traffic, sales and leads.
According to the Globe and Mail, however, there are some inherent challenges to the tactic, and companies should work intelligently when investing time and money into an SEO initiative. The first important fact the source highlights is that marketers now need tools and software to help them measure the effectiveness of the SEO process and to keep an eye on what their competitors are doing.
In addition, it is no longer sufficient to pick keywords that the company wants to relate to. Rather, the organization and the ad agency must work together to figure out which phrases and terms the target audience is most likely to use. An SEO project is not a one-off thing - companies cannot write a couple of keyword-rich articles, post them to the website and then forget about it for a month.
"Once you are committed to an SEO strategy, your success will hinge on your content," the newspaper notes. "Proving to Google that you offer relevant, timely and consistent content published on blogs and in press releases will catapult you above your competitors."