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Web positioning is based on the way search engines function,
what other competitors are vying for visibility, and how users
experience your web site.
This involves looking at your web site in the context of the
World Wide Web, the competitors and the relationships you have
there -- or could have there.
Here's what's involved in effectively positioning a web site:
Online Market Research & Strategic Plan
This plan is a document that contains the results of inquiry
and research. After the plan is complete, you will have an
opportunity to review and make decisions about the recommendations
within. I'll make the final changes to the plan per your
request.
The plan contains the following:
- Definition of your target market by determining who your visitors and buyers will be
- Characteristics of your offering, also referred to as
attributes or dimensions and outlining what perceptions users have with
similar products online.
- Results of a keyword analysis and recommendation of
which keywords to use, if any.
- Competitive analysis that lists identifying characteristics of
offerings and web sites of your competition and competitors.
- List of information networks competitive
and competitor web sites occupy
- Popularity rank of your site compared to
your competition.
- List of niche opportunities inside the lineup of competition and
competitors -- a way of distinguishing
your offering and site from all other web sites like yours.
- Online marketing methods, or "scope" of
appropriate work required to promote your web site, if any,
and recommended schedule and budgets for each method.
Once you are satisfied with the plan, you may sign off on it
and marketing tasks within will commence as they are defined.
Keyword Analysis
Keyword analysis is important when Search
Engine Optimization will be a marketing tactic used to
promote your web site.
- Brainstorming. First, we'll think of a series of possible keywords or
keyword terms that would likely
bring the visitors you want to your site. This is important because not
all traffic is good traffic. We want traffic that will take
action -- not just come and leave.
- Keyword Research. One myth is that you can do
research on keywords by typing those keywords into the search engine --
which tells us only that the one person is typing it in, and not what the
overall trend is for that keyword term. To do proper research, I use a subscription I have
to a special keyword database. This database shows what keywords are
actually being used on the search engines. It also suggests
other terms that might be useful to our ranking efforts.
- Keyword
Effectiveness Report. The resulting Keyword Effectiveness
Report shows how effective the search terms
will be for your optimization efforts.
- Interpretation. Then, I interpret the report so you can make a decision on which keyword combinations you want to
use and how aggressive you would like to be in your search
engine optimization:
Online Web Marketing
- Organic Search Engine Optimization
- Sponsored ad listings on search engines
- Banner ads on information-rich web sites
- Other pay-per-click advertising opportunities
- Affiliate program for your offering
- Listings in directories
- Link sharing programs
- Email campaigns
Maintenance
Continual management of ad campaigns and rank maintenance.
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