In any SEO campaign we can get significant gains by getting the website optimised.

By optimised we are not talking about a technical web developer just adding some keywords into the address bar URL or some relevant keyword titles, descriptions based on the page content. We are talking about applying marketing principles to each page.

Praeparo believes SEO is about actually attaining marketing goals. These goals are not just about traffic but more linked to conversions.

So how do we get a marketing optimised website? Website optimisation needs to take the marketing goals and link these to a specific website page(s). Once this is done we have a goal to achieve and the page needs to be worked to meet this goal. Items to consider are:

  • Keyword Research: We need to understand the keywords that Search Engine users type that we want to get our website page in front of.
  • Sales Pitch: Treat the Search Engine Results (SERPs) as a sales advert. We need to convince the viewer in around 160 characters that our page is relevant – we need to sell our landing page.
  • Relevant Page: The landing page needs to clearly match the sales pitch in our SERPs advert, if not the visitor will just leave [bounce].
  • Call to Action: The page needs to get the visitor to convert, i.e. achieve the marketing goal.
  • Secondary Action: We need to handle a secondary option for the visitor just in case the page is OK but not quite what they were looking for. This is about keeping them interested and on the site by going to a secondary page.

The web site design and development process needs to be tightly integrated into the marketing plan so that as new content is delivered it has a clear objective.

In conclusion, website optimisation is about meeting marketing goals and optimising for those goals. Thus, you can’t optimise a website without having first developed a Digital Marketing strategy or plan.