Image : http://www.flickr.com
E 'literally amazing how many people start their online business presence by buying a domain name (close to their company) and the development of a brochure-ware page. Only later did they turn their mind to optimize their site for (i) their audience and (ii) the manner in which you can find an audience. Fewer still have a long, hard look at what their competitors are doing first.
Leave it to you by me, the best way to succeed in search engine optimization, building on its commercial developmentStrategy from the outset. For this reason - before we turn to optimization techniques - my first guide into consideration the basic questions of what, who and where:
(A) What do you sell?
The first and most obvious question in this sequence is whether you sell a product or service and the degree to which you can meet online.
To illustrate the thinking involved, I (in this guide) the (mythical) example of Doug Chalmers, a strongholdthe restored antique doors, brass fittings and accessories, in Windsor, United Kingdom.
Doug makes his money from selling doors (20% of total profit), selling door handles and doors (25%), sale of bells or pulls (25%) and installation services (30%). He sold the bells, pulls, handles and doors in the United Kingdom (and once or twice overseas, through word of mouth), but not limited to installation within 20 miles and rarely sells doors to peopleoff site.
If forced to carefully consider everything to be set, Doug admits that he has no desire - or ability - to sell fitting services outside of its immediate (local considerations related to the ability to travel. E) But until you can see a largest market worldwide for its brass fittings and accessories.
I know what you think, do not laugh. Doug may be right, and (possibly) understand its business better than you or I. He gets a lot 'Companies from American and French tourists, who drop into his shop after a visit to Windsor Castle. Many take his business card. First, almost always want to see brass knockers, but often write with various small objects.
Doug has the stories of other local companies that were successfully intercepted online. The Teddington Cheese, for example, English and European cheeses sold throughout the world and was winner of the British E-Commerce in 1999. Who would have thoughtCheese is a winner online? Well, Teddington Cheese, and received many awards since then!
There are actually a number of key things about Doug's assertion that we are once again in subsequent parts of the guide. However, the crucial point for now, the installation of a brochure of all Doug's products and services is unlikely to be the best strategy. He has some specific objectives and targeted - and think through them (and refining them) there is a lot betterProbability of success online.
(B) Who are your target group?
Segmenting the audience is doing an important part of any marketing strategy or public relations and made no mistake, search engine optimization is essentially a marketing and PR (if a little 'different, some of the most traditional of that field) .
Doug agreed that he seeks socio-economic class A / B for its services. These people are typically affluent professionals, workers who live in greenPeriphery. He is fortunate in that these people are disproportionately represented in the use of the Internet!
After thinking, it can easily segment its customers into three types: (1) full-replacement manufactured locally, (2) restructuring and DIY (3)-equipped. The first group are local people, which together replace a door is broken or drafty. They are aware of costs in general, for the whole package (consisting of appropriate products and services). The second group areInterest in terms of specific products (which are happy to fit). You want to discuss how it fits, not the cost of labor. However, they are the group least sensitive to the price of the product cost, and often the best deal. The third group, but want to buy products in a professional, fully fitted and finished. Are you willing to pay for quality, but more price sensitive than the "do it yourself. If you are not there (what) they want a referral to him as a person in the formlocally in their area.
Doug makes the most revenue today (in order) in groups 1, 3, 2 However, he makes the biggest profit margin per sale (in order) for groups 2, 3, 1 - the exact opposite! His time (and that of his fitters network) is the biggest obstacle in his business. If only he could grow the segment "do it yourself, could significantly improve their overall profitability of the business.
We hope that the point here is obvious. At least, Doug's website address (perhapsseparately) the needs of these three groups. Ideally, the site will concentrate firepower on the second group (where the opportunities for growth without constraints is greater). Finally, (reflecting the different regions of its customers) the site, a local and a global face.
(C) Where are your competitors?
No proposition development is complete without an honest assessment of what the competition. You are in a mortar and clicks on a local basisCompanies like Doug should be taken into account in writing to participate in both local and global competition.
A useful tool to use is the so-called SWOT analysis, where you draw four boxes in a 2x2 table for each participant. Note In the first box, the strengths of the competitors in the second their weaknesses, their opportunities in the third and fourth their threats. Strengths and weakness are things inherent to their business model, how it works today (and internally as a rule).Opportunities and risks are happy things outside of society and as a rule.
Check each site objectively and open-minded as your customers. Consider whether the site was easy to find in search engines. How many different jobs have you tried? Do you like the look of the site? And 'the address of each customer group separately, focus on a segment or try all things at once? It was easy to obtain information and do business?
Leave enough space in the boxReturn at a later stage in the lead (as we often refer to what your competitors are doing right or wrong).
Navigate the guide
Previous:
SEO Guide - Search Engine Explained (Part 1 / 10)
Next:
SEO Guide - Keyword Analysis (part 3 / 10)
Related : Proposition 8 jessica seinfeld
No comments:
Post a Comment