TopRank Marketing Editor

5 Tips to Make the Most of Your SEO Investment

TopRank Marketing Editor     Online Marketing, SEO, SEO Tips

Make the Most of Your SEO Investment

Whether you’re a marketer at a large Fortune 500 company or a small business, search engine optimization (SEO) can be one of the most cost-effective tools for reaching a broader audience and increasing online sales. A solid and persistent search engine optimization program can increase search visibility for many types of content affecting the bottom line:  sales, customer service, recruiting, public and investor relations.

These are challenging economic times calling for prudent marketing decisions.  Search industry, business and analyst publications agree: search marketing is recission proof, or at least recession resistant.  To make sure your SEO program investment yields effective and efficient marketing results, keep the following tips in mind:

  • Planning:  A solid plan of action is a necessary component to any successful SEO program. Before beginning an effort to optimize content for better search visibility, be sure you have clarified specific goals and expectations. This will help you to decide which SEO tactics will be most effective, what internal resources will be necessary and what metrics will be used to measure success.  
  • Resources: Assess your resources to ensure you can actually implement your SEO program. The most common reason for an unsuccessful SEO effort is failure of implementation. Take stock of available budget (yours or another department that will be affected) talent pool and any existing media assets that can be leveraged. You will need to determine if you have the resources to complete your ideal SEO plan on your own, or if you will need to enlist the services of a SEO agency (like TopRank. 🙂   
  • Measurement: Organize a process to measure the results of your program. You will want to be able to tie your measurements of success directly back to your SEO tactics. If increasing leads was the initial goal for your program, this may mean using an analytics package to determine the origin of your online leads. If you choose to work with an agency, be sure to select one with a strong record of measurable SEO success.
  • Promotion: A well-optimized website will increase your search engine rankings and help your target audience find your services over that of competitors. However, a solid SEO program does not end there. Make the most of search engine optimization by promoting useful content. Place your URL on your business card, in your email signature, and promote it online beyond the search engines in social networks, blogs, forums and anywhere that it can be useful.  It will be passed along and linked to, sending traffic and further increasing search visibility.
  • Innovation: Don’t rely on what has always worked, or assume that your initial optimization will last forever. The online world is constantly changing, and this extends to optimization best practices. A solid SEO program is an ongoing investment that requires you to adapt and innovate to ensure your website stays at the top of the rankings and top of mind with your consumers.

With a solid search engine optimization plan, the right resources, measurements of success, promotion, and innovation, companies large and small can not only weather the current economic challenges, but achieve new growth and revenue goals.

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  1. I am currently running a campaign to SEO my site. This material will help a lot.

  2. Great list. I would add this:

    When you invest in a keyword phrase that is going to gain popularity (check trending on these terms), you are actually going to get more ongoing benefit for the same amount of work (almost like getting paid interest on your work). This is the ideal way to go during a bad economy.

  3. Great insight. SEO is definitely a strong focus at our company. SEO does not come without hard work and research and sometimes that intimidates companies to make it a lower priority…huge mistake. An interesting analogy can be found in Why Local Search is Like Raking Leaves

  4. Free search engine traffic definitely gives you the most bang for your buck so to speak. It should be pointed out that you should be tracking your results to make sure your seo campaign is paying off.

  5. I def agree with all of this, seo is forward thinking, which basically if you stand still you will go backwards because others continue to move forward. Promotion is def one thing we see time after time that is missed opportunity – and obviously goes back to traditional marketing. thanks for summarising the s.e.o essentials (top down view).

  6. Thanks, for the insight on using SEO, and the benefits it will have in building my Online business. The tips will certainly help increase my ranking numbers on my RaSof software.

  7. Avatar alex farguson says

    I found your blog on google and read a few of your other posts. I just added you to my Google News Reader. Keep up the good work. Look forward to reading more from you in the future.

  8. Really good insight, as a beginner to SEO, articles like this are a real help into the elements and thought process behind SEO, how it works and implementing it with maximum output.