Nehlsen Notebook

SEO: An Ongoing Process

By Lee Brinckley - Web Marketing Director  09.09.09

When consulting with clients about a website design or web marketing strategy, Search Engine Optimization is always a part of the conversation. In the course of the meeting, I usually have to debunk the myth that “SEO is a one-time deal”. Clients are often surprised when I lay out the plan and it doesn’t have a project ending date…because, well, it is not a project.

Search Engine Optimization is an ongoing process, very similar to running a marketing campaign. To treat it as a project will ultimately harm your web marketing efforts. I would like to list a couple of reasons why it should never be viewed as a singular project (and web marketing professionals who treat it as such are doing their clients a serious injustice).

  1. Economy - Economic stability/recession influences the behavior of your users. For example, during a recession, the web user may use keywords such as discount, used, or cheap, but during time of stability you may see searches for brand names since cost may not be a factor. In good economic times, a web user may actually be turned off if they see an item come up in the search results as “cheap”, which is why it is important that you know your customers and how they search for your product during economic roller coasters. If you have a high-end product, how can you persuade customers, not only to come to your website, but to buy your product? It is questions like this that need to be asked periodically and implementing the solutions so that you continue to show up in search results.
  2. Product Popularity - With the rise of social media, blogs about product reviews easily show that what was popular yesterday may not be tomorrow. Trends change all the time. You will see this especially with cell phone companies…they watch user trends and modify their site according to those trends switching around keywords like smartphone, touch, 3G, Bluetooth. They will display specific phones, accessories, etc. according to trends and positive reviews.

    Blogging can be an effective way to establish a web presence. Write your own reviews on products that you sell. Encourage user interaction through the use of social media platforms. By doing this consistently, you will create a viral effect (and show up in search results more often), because web users will want to share your blog entries, product highlights, website and links which, in turn, will drive more traffic to your site.
  3. Geographic Location - Most companies have more than one product or service that targets different audiences, ages and regions. If you are a company that sells nationally, knowing your market in different regions and when to change strategy is key to a successful marketing campaign. If you are an auto dealer that has a market with the farming community, are you going to send out mailers to advertise your deals on Ford F-250s or the Toyota Prius? As time goes by, you begin to see a shift from F-250s to higher sales with Dodge Rams, so it would be logical to replace images on your mailers to Dodge Rams. While you are doing this, you are also marketing to another audience that is looking for a more fuel-efficient vehicle, so you advertise the Prius or the Ford Focus depending on sales trends.

    In regards to your web marketing, the same must be done. Similar to sending out mailers according to geographical location, companies will display certain content according to the research that has been done for particular regions. This is especially important when running online ads whether through Google Adwords or Facebook. As you watch the trends, you may want to shift more of your budget from one keyword to another as you target different regions with Google Adwords.
  4. Competitor Evolution - Watching your competitors can be very beneficial. I can’t imagine Burger King, McDonalds and Wendy’s are doing their own thing. They are constantly watching each other.

    Some may argue that they are huge franchises and that they have to. This applies to businesses of any size. Watch your competitors and make changes or modifications to your marketing direction (web included)!

If a business wants an online presence, it is best to launch your site with effective Search Engine Optimization. In addition, you must develop an ongoing strategy that will continue to bring in new customers and returning customers. The strategy could be a daily, weekly, monthly or quarterly analysis, depending on the business’s product line and traffic. Changes will then be made to reflect the analysis. This way, your site is always up-to-date and does not get lost in the shuffle.

The point is...Search Engine Optimization is ALWAYS an ongoing process!

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