SEO: Update Your Virtual Mullet
No. 2: Check Out the Latest Keyword Trends
It’s one thing to know what keywords are relevant for your site. It’s another to know what phrases are hot, hot, hot during a particular season. For instance, Keyword Discovery tells us the phrase “leather bracelet” sees significantly more search volume in July and September. Google’s Keyword Tool tells us that “stone silver jewelry” is trendy in June, but not so much in January.
Review your top keywords, determine the search trends and build keyword-rich content that meets your prospects’ burning desires. This gives you the power to upload the hottest content exactly when your customers demand it.
No. 3: Conquer the Departmental Cliques
Sometimes, working with different corporate divisions is like reliving junior high school. The SEO department doesn’t share data with the pay-per-click department. Print advertising doesn’t share data with online advertising. The marketing and advertising budget isn’t maximized. And nobody wins. Case in point, Reprise Media’s 2009 Search Marketing Scorecard, which found that companies like Budweiser and Taco Bell were “next to invisible online”—despite the $3 million price tag for their 30-second Super Bowl commercials.
Work with other departments, and outline major marketing milestones, project launches and promotions. This ensures that your messaging is consistent from television ad to print ad to SEO landing page—and you’re building consistent buzz across all channels.
No. 4: Leverage Your Site’s Current Content Assets
Despite the fact that the Luster Forever blog, TotallyMyStyle.com, had great content, it was slowly sucking budget with no desirable results. Today, the blog is facing its own extreme makeover—with new metrics, a new focus and better integration with the main site. Like perusing your closet for new outfits pieced together from your favorite clothes, determine what content initiatives have worked really well and make them better. Do your existing product reviews tend to position well in the search engines—and you’re thinking of adding more? Would changing your blog’s focus revitalize the writing—gaining an entirely new readership? Would remarketing a white paper increase your RFPs?
Put yourself in your prospects’ shoes and take a hard look at your content assets, or have a consultant provide an expert opinion. You may learn how to make an existing section “pop” in the search engines, gaining improved rankings and new customers.
Described as a fast-talking, fiery redhead, Heather Lloyd-Martin is a 20-year marketing veteran, a recognized author and considered the pioneer of SEO copywriting. Recognized worldwide as a first-generation search marketing expert, she has been training corporate in-house SEO copywriters and creating revenue-driving Web site content campaigns via her consultancy, SuccessWorks.