Technology, Creativity, Audacity
Five key parts of website rankings
Using a five part approach will improve your site rankings
A solid internet strategy contains these five basic components, closely intertwined and working together, to improve search engine rankings, search engine advertising efficiency, and return on investment for other forms of customer contact.
The five areas of concentration are:
Search engine optimization and marketing (SEO and SEM), public relations (PR), social networking, direct email, and review management. Historically these five areas rank as the marketing strategies with the lowest cost per generated lead. Of course, other strategies (e.g., print, broadcast, collateral, etc.) also have goals beyond the scope of lead generation, but the overall costs are much higher on a lead or campaign basis.
Each area is defined as:
· SEO (search engine optimization)– refers to the group of related strategies used to improve “organic” search results.
· SEM (or pay-per-click) – refers to the group of related strategies used to improve paid search results.
· PR (public relations)– Important communications tool to promote awareness,transparency and credibility. Blogs and press releases build the brand without “selling.”
· Direct Email – same as it is in the direct mail world except with an eye toward the same type of optimizations seen in the above categories.
· Social – Social networks provide opportunities similar to both SEO and SEM with pages that can be set up for customers to visit, and ads targeted for specific calls to action and increase awareness.
· Reputation Management – Review and reputation management is the proactive maintenance and optimization of review sites like Google My Business, Yelp and the Better Business Bureau. This process includes monitoring for negative reviews as well as positive ones to see what people are saying about your business.
All five parts of the integrated strategy work together to improve rankings, presence and credibility, which ultimately manifest in more sales and higher revenues.
The New Word-of-Mouth
