Search Engine Strategy Plan SESP Your initial plan can make or break your
What exactly is a SESP ? It is something that we call the "Search
Engine Strategy Plan". In today's hectic world of the internet, with
billions of other websites and millions of competitors worldwide, to get noticed above the rest takes some serious planning. Without a strategy plan, you are just floundering wildly in the search engine seas, hoping that someone, somewhere might locate you. Search Engine Optimisation (or Search Engine Submission for that matter) is not rocket science. Nor should it take a phD or Degree in Computer Science. The simplicity of it all is hard work, research, setting goals and objectives and experimentation. As with anything, with the correct plan in place, you can achieve the results you require, and excel at that item.
Just like you would not launch a business without a business plan, nor build ahouse without a blueprint, you should not plan a web marketing strategy withoutfirst creating an SESP - (your Search Engine Strategy Plan). It issurprisingly easy to work out a SESP. You need to first plan exactly what youwant to achieve with Search Engines. Is ranking for prime or commonkeywords or keyword phrases that attracts a complete (and often unqualified)audience, and getting complete blanket coverage important to your website, orwould you prefer to get higher ranking with alternative and definedphrasing that attracts a more qualified customer that you know will be a qualitycustomer and will increase your actual conversion rates of the products orservices you are selling. What search engines are most important to yourwebsite? What countries are you targeting? Are their specific industrydirectories that would be important for your gain of qualified traffic andleads? Plan it carefully. Plan it well. Do not rush into it. Plan beforeexecuting! Let me say it again to make it hit home. Plan!
Once you have your SESP ready, then execute the Plan. Start your searchengine submissions, your directory submissions and work on yourlinking strategies. Ensure that you follow up on the original execution andensure that everything is in place (much like auditing KPI's - Key PerformanceIndicators - with a business plan), make adjustments where necessary and thingswill start to happen. Your site will become indexed. If optimisation isdone correctly and you have a strong link strategy in place, visitorswill begin to find your website, whether via the search engines, or via thelinks you have placed online with qualified linking partners. Qualified leadsand qualified customers will begin to hit your website. If your website looksprofessional enough and your product is attractive enough to them, they willturn from a lead into a customer and purchase from you. Results will happen!Business will increase. Natural Ranking is where the REAL hidden business growthcomes from. Anyone can place a Paid Advertisement (PPC - Pay Per Clickcampaign). PPC is simply finding appropriate keywords that your potentialcustomers would search for you with, visit Google or Yahoo, place the highestbid on the keywords and your guaranteed exposure. But your also guaranteed ahuge click through bill! What happens if those click throughs don't actuallypurchase from you? How do you pay for those PPC costs! You can answer thatquestion yourself.
Where talent in the SEO world really lives, is the ability to gainnatural rankings in the SERP's (Search Engine Ranking Position or Search EngineResults Page). Answer one simple question and answer it truthfully. Are youready to learn and experiment? Yes that is correct! Experimentation is the coreof any SEO (Search Engine Optimisation) specialist. There are no instructionbooklets or official guides for Google or other search engines. Google'salgorithms are top secret (otherwise Google wouldn't have the stranglehold theydo!). Only select Google employees know what Google does and how it does it. Therest of the world simply speculate, hypothesise or guestimate. Then you have theSEO's in the industry that experiment. They theorise on current or futurechanges, and have test sites that they experiment with, watching what changesgive what results. If the result is positive on their test sites, they applythose same changes to their clients websites.
Experimentation! It is the key tosuccess with SEO! If you talk to an SEO and they say theyexperiment, listen to them carefully and pay attention! You are onto a winnerwith that SEO. The search engine game is fluid and ever changing. Your SEO mustbe able to rapidly adapt to change. An SEO that is set in their ways is no morethan a person pretending to be an optimisation authority that has read a fewe-books and thinks that what they have read is the end all of SEO. If your SEOexperiments and publicly states so, then stick with them. If your SEO is set intheir ways and won't adapt, then run away. Run away fast! Find a real SEO!
Algorithms change often, and when they do, it has a fast and swift impact,sending the SEO world into a complete uproar, often dramatically changingrankings of websites, some dropping, some increasing. Throw the dice and watchthe result! But these changes are necessary. I hear you gasping with horror andtotal disagreement. But picture this. If the changes did not happen, a fewdetrimental things would take place and become embedded nightmares in oureveryday search travels. Firstly spammers would dominate. Imagine a world ofspammers completely dominating. You do a search for Zebra's in Africa or taxihire in London and up comes 40 top results for Viagra. But wait I searched for Zebras!
.... You understand and nod in agreement now don't you. Yes. Without change,spammers would work out how to beat the engines and manipulate the rankings, andnatural search results would suffer and die, and you would treat your localsearch engine like you do those nasty telemarketers who call you up at dinnertime wanting to sell you something you would never need. You wouldn't use them,nor give them a second thought. Internet search and the wonderful world ofinformation that we now depend on daily would grind to a halt. Secondly, acomplete industry would collapse. The SEO industry. Why would you need to employan SEO consultant if you could simply read a manual and do it all yourself. Muchlike we have gardeners, pool cleaners, office cleaners, web designers and so on,who service our needs because we either don't have time to do the servicesourselves, we simply do not know how to do them or even because the benefits ofhaving these services provided to us outweighs the cost of the services, so wehave SEO consultants and a growing SEO industry.
Gavin Carlisle is a representative of SearchEngines.com.au Providing solid and free advice on the latest SEO trends and offering the use of many online Free SEO Tools to make SEO easier. Removing the myths and black hat from SEO.
1 Comments:
HAI Dangstars,
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