Search engine optimization should be one of the skills that your web site design team should be capable of implementing as your site is being created.
Appearance and ease of navigation are important factors in a web site but without proactive search engine optimization your problems will certainly be a lack of traffic and the sales you need to make a return on your investment.
For many years, business owners have been hiring web designers to create a presence for their business online without actually having any kind of internet marketing plan whatsoever.
That is actually pretty amazing considering that most business owners are very successful at running their business in the sticks and bricks world. They normally wouldn’t dream of spending a sizable chunk of money on a new business asset without a potential for a significant return on their investment.
The problem is simply a lack of education and can be remedied quite easily. The business owner doesn’t need to become an internet marketer but should have a basic understanding of how new prospects can be reached online and then, with the aid of a professional internet marketer or team, develop their business web presence around a plan.
Here is a list of critical information to acquire before creating your site:
- Your lifetime customer value.
That is the amount of money your business will earn over the life of each customer. You can calculate that by multiplying the average purchase made by the number of purchases made per year by the number of years that a customer typically stays a customer.
After all, how will you be able to calculate return on investment if you don’t know what a customer is worth to you?
- Who your ideal customer is.
Every niche has an ideal customer demographic. Sites like Quantcast.com can help you to identify all the critical information about your customers like their age, gender, average income, married, single etc.etc.
This kind of information lets you develop your advertising/site content by tailoring it to that exact demographic. Because your web site is an advertising medium, you can see how powerful it is to have this knowledge before planning the site.
- Keyword research for your niche.
The content of your site must be developed around what the potential prospects for your market are searching the internet for and the only way to do that correctly is to identify those phrases and their search frequency prior to creating your site.
This is where the search engine optimization comes in. A systematic approach must be taken to post optimized content based on those phrases and then to leverage “Off Site” tactics to push that content up in the search rankings so that it becomes visible to those doing the searching.
So, armed with that information, you can go out and hire a professional to create your online marketing plan and build a web site with features that will be able to put the plan into action.