Strategy: It is imperative that the customer and agency have a clear strategy on what their overall vision is. Your SEO strategy shouldn’t be a stand-alone strategy, but rather a holistic approach that encompasses your entire marketing strategy.
Research: Research is the one of the most important factors in laying the ground work for a successful SEO Campaign. Research includes factors such as your current website rankings, competitor’s strategies, and keyword research to name a few. It is important to harvest keyword lists from your websites analytics before deciding what words/phrases to target.
Experience: There is no substitute for experience. Through our experience working on many SEO Campaigns over the years we can recognize patterns that someone with less experience wouldn’t have the in-depth knowledge to recognize. This is important considering the dynamic nature of the search landscape and how often search engines update their algorithm.
Holistic Approach: SEO is not a stand-alone marketing channel that effectively generates leads. Your website could have great search engine rankings, but lack the on-site usability to convert those leads into prospects. In order to make your SEO Campaign successful your funnel must be streamlined all the way through to the conversion, or you will be spending money without the desired return on your investment.
Creativity: SEO is half science and half art. It is important to keep an open mind when working on an SEO Campaign to ensure that a new opportunity isn’t overlooked, due to complacency. Starting with a core group of proven strategies, and staying open to new ideas, are the keys to maintaining the upper hand in the search engine results.
Tracking: To best manage the success of an SEO Campaign you must put the proper tracking mechanisms in place. This includes analytics on the website, rank checkers to see improvements and declines in rankings and link analysis to see new links to the website. These proper tools help you make data backed decisions to continually improve the rankings of the website.
Flexibility: Search Engine rankings are a moving target and there are a lot of things that can change that will cause you to need to adjust your strategy. One of the largest factors is algorithmic changes that you have no control over. It is important to not be too rigid in your approach and be willing to change your strategy if the search landscape changes.