Sitting down for the first time to outline online objectives for your new business can be particularly daunting. Typically, you’re entering a sector where competition already exists and you may look upon competitors as tremendous obstacles in reaching your own business targets.
Perfectly true, but you have to remember with ‘search marketing strategy’, every online business, big or small, started with a blank canvas, not necessarily a structured plan with objectives.
I was involved with my first online business in 1997. The ability to reach certain search ranking targets was far simpler then – the market was much less saturated. Conversely, the opportunity to track, analyse and develop a search engine marketing strategy gives the 2010 start-up the necessary ammunition to build their SEO (search engine optimisation) arsenal.
As you begin to prepare your online marketing objectives, keep the following five tips in mind, to ensure your time and energies are optimised just as much as your search strategy:
1 Brainstorm and produce a list of 20-25 key 'phrases' that make up your SEO ‘dream ticket’. Do they look like realistic targets within your first year? You probably don't know. If they're single words, I’d suggest they aren't achievable within your first year of trading. My advice would be to add to each of these words or phrases another demographic term, for example, “Widgets" should become “Widgets Hertfordshire” or "Hire Widgets". Setting your SEO expectations too high, too early, can take away from what should actually be seen as tremendous ranking results for any start-up.
2 Track everything and leave no stone unturned. There are a range of tools available, mostly free, which allow you to see exactly what is happening on your website – how people find you, which pages they visit and the all-important terms they type into Google to find your website.
This information can produce the building blocks for a highly optimised search campaign and throw up new and innovative ideas to capture additional levels of traffic. Put the necessary packages in place from day one and review accordingly.
3 Understand - but don't become an expert. Starting a business and having access to reams of data can be tremendously offputting. I had a tendency to look at data on a daily basis, overanalysing each search ranking movement and trying to understand why certain keywords performed in certain ways.
My advice in hindsight? Research your key data on a monthly basis – especially if you’re starting up from home on a budget. As a new website, it will take time for your search positioning to bed in. Seeing rapid movements up and down the ranking can strike fear into most, but it needn't. Concentrate on your core business efforts and compile your analytics data for monthly review
4 Context is king. Your site content will make or break your online business. Poorly drafted content not only detracts from the usability of your site, it provides Google with little opportunity to grant your site authority. Write your content with the end user in mind.
Keep it simple, know when to produce both internal and external links and always field the opportunity to allow your site visitors to communicate. Don't let them wander your site trying to find your contact page or telephone number. Keep everything within context and your site will quickly develop it's own SEO pattern
5 Don't take your eye off of your initial business goal. The web is constantly evolving. New opportunities present themselves each and every day. Try your best not to deviate away from your initial online business objectives. If you receive a call from business X promising to send an email to 100,000 recipients for £x – be wary. Is your business in a position to capitalise on this opportunity? Does this opportunity make good business sense? Does this opportunity seem to good to be true?