Preparing for Search

There are several approaches to implementing a sustainable and progressive search marketing strategy, but all must begin with the same core components – keyword research & analysis. I recently attended a seminar at this year’s Internet World from MediaCo, highlighting that anyone who thinks they’ve cracked search can soon find themselves sharply falling down the rankings.

It’s been said many times before, but simply diving-in with the hope of making a positive impact can lead to disappointing results. Whether you chose to invest in paid advertising solutions or employ the services of a third-party agency, it’s vital to correctly access the right approach for your business.

I’m not about to start unwrapping the secrets of search, as I simply don’t have them! I can however provide a few simple tips to help you get the ball rolling

So, first things first - create yourself a keyword list of search terms you wish to target. Over time you will refine this into primary, secondry and even 'long-tail' terms, helping keep a record of how well you’re ranking within the search results. Now, get online and see how your competitors are performing. You may be surprised to find that your competition offline may not necessarily be the same online. Additionally take note of the number and type of results being bought back by the search engine. It’s no good trying to rank highly for a term, which simply has little relevance or volume.

This simple piece of research can help you determine the search terms you have a better chance of performing well for and which have simply become too saturated by the competition. A useful tool for testing and reviewing your keyword selections can be found on Google Adwords.

Remember, one of the hardest things working in-house for a company is to become too familiar with the product/service terminology. Be sure to keep intouch with your customers and precisely how they would typically search for you online.