Search engine optimization is a vast and dynamic topic, with many experts and even more myths and urban legends. How can business owners or executives make sense of all the debate that goes on and arrive at a sensible search marketing strategy for their companies? Let's start with keywords, since much of the hype centers around this core topic. What's a sensible keyword strategy for SEO these days?
For most companies, sales are the #1 priority. Without sales there is no revenue. Without revenue, there is no company. So generating more sales leads is their primary marketing goal. This should also be your goal for SEO. You can spend a lot of money on consultants and tools and pay-per-click and content, but if you aren't generating sales leads from these efforts then your strategy isn't succeeding. Marketing takeaway: your keyword strategy is to generate sales leads, not to rank on page #1 of the SERP's.
You need to understand who will be searching for your products or services and what keywords they will be using to find you. Those are the keywords you should optimize on, not the ones with the most traffic or even the ones your competitors use. The most popular keywords are also the most difficult to rank on, and they may not even be relevant to your business. How do you determine which strategic keywords will drive sales?
Next - Part 2 - Content That Will Click
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