Of course, I need to have clear and realistic goals. Even though it sounds so tempting that having all my pages ranked in 1st page for every relevant keywords, we all know that is just not going to happen. So what's the realistic goals? We have to prioritise! the 1st step is identifying what keywords and what pages are most important to meet my goal. (Remember you optimise your web pages not the entire site! try this, type "Site:www.YourSiteURL.com" in Google(or Yahoo)
How do we know what keyword is most important to the webpage that I want to optimise? Well, you can find it from your analytic tools.
So probably you will focus on the keywords that likely to convert. For example, all the insurance companies want their webpages ranked high for keywords such as "online insurance quote", "cheap online insurance"
Because they know that these types of keyword have driven the most online quotes in the past from their analytic tools. They are also probably running SEM campaign bidding on these type of keywords. Sounds obvious, doesn't it?
What do we alway have to remember is that regardless SEO or SEM, we are playing this game in a very competitive space. Your competitors know that these keywords are very important so what's the pay off? the cost (higher CPC for SEM and more man hours for SEO).
So what if I can’t compete?
When I was in marketing school, I read a book called, Blue Ocean Strategy. This book tells your business strategy can gain enormous competitive advantage by just thinking outside of box. How can we apply this in a context of SEO/SEM battle?
Going back to insurance company example, the end goal for insurance companies is selling insurances, right? Higher converting keywords don’t necessarily mean they are highly converting keywords outside of online space. What if people who decided to call the insurance company after they visited website?
A study suggests that 71% of web leads delivered by phone. Do we know what these keywords are? Should we consider these keywords when it comes to SEM /SEO strategy? To me the answer is very clear!
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