SEO/Google Karma via Online PR & Content Optimisation
Let’s say you’re a widget maker or a retailer in a highly competitive arena, rubbing shoulders with large, multi-national mammals that have deeper marketing pockets than you.
You have great products and services, but you’re failing to make an impact on most major search engines, because the barriers to entry are prohibitive. The competition is either too well branded, too well established, or spending too much money for you to compete on an even playing field.
C&M loves this kind of ‘David & Golliath’ challenge. Rather than soaking up a bunch of your cash and encouraging you to fight toe to toe, we prefer to train you to box clever.
Oftentimes this will involve looking at your core marketing assets – content, messages, positioning and the like – and suggesting you drop down a belt: say, from heavyweight to middleweight where the competition is healthier (no first round knock downs) and where you can punch in a more meaningful way (ie, when you swing, you connect – no air shots).
For us, this is content optimisation and online PR 101. We regularly advise our clients that it’s best to limit their web marketing efforts and to only target those audiences that they can realistically (and cost-effectively) reach.
In practice this means we do a bunch of detailed research and site analysis and come up with better, more cost-effective keyword and content markets for them to compete in.
The smarts are best illustrated by a quick experiement…. If you’re in the business of software apps for sales support, you might choose to optimise your content around the term ‘CRM.’ This would give you an audience of around 600 searchers per day on Google. Unfortunately, it would also put you in direct competition with 129 million other web pages that are optimised on that term.
Alternatively, if you were to focus your keywords and content around the concept of ’sales management software’ you’d have a total audience of around 50 searchers a day; and using this route, you’d be up against approximately 150,000 other pages. Clearly the traffic acquisition opportunity for ‘sales management software’ searchers is far more attractive than for ’CRM’ searchers….
Having identified the best keyword markets, we then do a little design and content optimisation work on their site and kick this new program into play via a series of content-based ‘web engagement’ programs.
We build and develop white papers, blogs, video, and opinion pieces and seed them on-site and off-site in influential networks, with the express aim of generating awareness, backlinks and a more tightly targeted keyword profile ….All in the name of appeasing the Google god and improving their search engine ranking.
Our favourite content-optimisation project for SEO saw us identify new keyword markets, deliver new on- and off-site content, and a ‘web engagement’ program in month one, and help our client move from the bottom of the barrel to a top five position on Google in month two.
As a result, all essential on-site KPI’s (pages per visit, time on site, bounce rates, etc) and conversion rates shot through the roof – making for a very happy client/C&M relationship indeed.
Stan Woods, Managing Director, Velocity: "We've seen our sites rocket from no-hopers on Google to top five performers, after just a few days optimisation work and a few weeks of percolation. We realise there's no guarantees to search performance out there, but content optimisation seems to be one of the most cost effective ways of getting results."
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