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Alan Bleiweiss is a search engine optimization and internet marketing expert, blogger, author, and industry speaker.In his talk, Alan discussed sustainable SEO and ensuring you have a system in place to succeed. To do this, you need to
- Determine your objectives
- Evaluate the needs and limitations
- Determine when and where to compromise.
While determining your objectives, take some time to define what your goals are (i.e. new sales, repeat sales, new visitors, etc). Once those goals are defined, ask what are the goals within each goal? This could include new organic visits, x number of visits by x date, or x additional visits year over year.
Sometimes we get carried away with making sure that we are producing content at a frequent rate, as we believe that we will continue to grow the visibility in our business. Alan stated that we should compromise. Perhaps if we produce less content, but add more quality to each piece, businesses could better benefit.
When seeking growth in business through SEO, goals need to be consistently established and monitored. Think about what tasks need to be performed for each goal and also how realistic your goals are. We should avoid setting goals that we know are unattainable. Ask yourself how difficult your goals are. Consider the manpower needed to reach goals your business sets. Be specific when setting your goals as well. For example, if you want to increase your click rate, think past the percentage you want to reach and identify what pages you want to increase click through rate on, or the time period in which you want to see click through rate increase.
Alan also discussed the benefits of performing audits. When planning your audit, lay out the groundwork for your SEO audits. Identify what data you want to look at and its overarching purpose in the goals you have set. There are numerous tools available tools available to help you with your audit. Identify which tools you will use before you begin your audit. This will help you understand what you will learn from each tool, as opposed to digging around for audit tools that you may not know the purpose of.
When working with SEO, Alan stated that we tend to forget SEO’s role. He says that while SEO is technical, it is still marketing at its core. Always let the core principles of marketing guide your SEO strategies.
Lastly, Alan discussed and provided tips on the role of content in businesses. He asks, what does it mean to write good content? A few simple answers to that question are: answering a question or fulfilling a need. Be sure to use natural language when writing content and try to put yourself in your customer’s shoes.
With these tips from Alan, we can better create SEO goals that are realistic and that will provide direction in our marketing efforts.
Enjoy the video replay!