Steps to Ensuring a Great Search Strategy

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Steps to Ensuring a Great Search Strategy

Of course you know that search engine optimization needs to be a core part of any online business’ strategy online.  But how can we make sure this information helps large websites and multiple departments so that our content strategies are the best possible strategies company-wide?  This article will discuss how to implement effective search marketing strategies.  Companies today need to implement these areas to ensure the maximum search engine exposure on their large websites.

1. Make sure that your website can be discovered by the search engines

If the search engines have not discovered your website, you’re in trouble!  Your web architecture is extremely important in this process.  All website development teams need to create websites and web pages in a way that they can be crawled and indexed easily by the search engines.  But search strategy doesn’t stop there!

Upper management us a core ingredient to productive search marketing strategy.  Management teams should provide the support that will be crucial for making your web architecture the most search engine friendly that it can be.  If you are a manager overseeing a development team, you should be much more concerned with functional outcomes rather than implementation.  In layman’s terms, you need to be more concerned with easy to navigate menu systems rather than Flash menus that look “cool”.  Your nice looking navigation systems are not going to sell your products any better, and may deter future users from using your website accurately.

2. Every person in the company should be on board with your search strategy goals.

Your market research teams, marketing teams, product development teams, site development teams, and those creating company visions – everyone! – needs to be on board and understand how much value can come from search data – and how to make great use of it.  There needs to be collaboration at the highest level and all marketing arms (online advertising, email marketing departments, offline marketing departments, etc) all need to share search marketing data and really understand how this data impacts their own departments.

3. Content writers need to “get it.”

Your company’s content writers need to understand the importance of great keyword researchers, searcher personas, and searcher behavior.  No one should write a piece of content unless they first answer the following questions:

a. What are the company goals for this page?

b. What are we trying to get the person to when they get to this page?

c. Why would a visitor find this page from the search engines?  What would they be looking to get or do?

d. Why would this visitor want to become a conversion?

4. Your offline marketing teams need to be up to date with your search strategies.

All offline marketing campaigns really need to have your core search strategies components to it.  We need to make sure that these departments understand how searches might be derived from their marketing efforts.  From there, they need to take it a step further and really think about what the searcher’s experience would be.  Any advertising agencies that are working with your company and building web content to support your offline marketing need to have search-friendliness as a core and critical requirement.

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