I have an organic search engine optimization project to share with you. I’ve been working on it for the past two and a half weeks, and I have some good results from it already. Due to the sensitivity of SEO in general, I will keep the domain name hidden but will say that the topic of this site is in the home and garden market vertical.
The purpose of this project is to create an authority site that gets its qualified traffic from Search Engines. In other words, I have a list of keyword phrases related to this vertical that I want to rank for. That means that when people search for “how to plant tomato seeds”, for example, I want my website to appear in the top 3 search engine listings.
The reason for this is that the closer my website appears at the top of the search results, the more website visitors I will receive for that keyword term. You can think of this in terms of a a popularity contest. If my webpage is at position number one in google.com, people will most likely click on my link than the sites that are listed below mine. Those sites occupy positions two through ten.
The Search Engine Marketing Trifecta
Ranking number one for a giving keyword phrase is quite an accomplishment, especially when that phrase is highly competitive and receives a lot of searches. And to top it all of, if the term is one that has high commercial intent, the greater the chance for a high return on investment from your hard work. If you can accomplish all three goals, I’d say that you have mad search engine optimization skills. 🙂
The Search Engine Marketing Trifecta: Your website ranks under the following conditions…
- Position 1
- For a high search term
- With great commercial intent
The Coveted Double Listing
To put the icing on the cake, there is a further goal that SEO professionals seek to accomplish. And that is achieving a double listing for a certain keyword. What this means is, your website occupies two positions in the search engine results pages for that keyword. By doing this, you are pushing down your competition by an extra position in the results page. This is good for you and bad for them, because you have increased the likelihood for people to click through to your website.
If you have a double listing at positions 1 and 2, then your competition starts ranking at position three. You have just broadened your net to capture more qualified visitors to your website.]
Planning for Efficiency
If you want to be quickly effective in your SEO tactics, you should create a website structure that fulfills search engine objectives, marketing ,and ROI objectives. Engaging in search engine optimization without having a clear marketing objective nor an ROI potential is to not have a proper Online presence (business) purpose.
When you begin your Online business journey with these in mind, you move only forward in your progress. Otherwise you stand to face cycles of taking a few steps back before moving forward.
Lowering Your Investment Costs; Get more bang for your buck
Proper Internal linking yields the reward of having to get less external links to achieve higher rankings. The bottom line is that you can channel your investment from gathering external links to other tasks, such as content marketing or conversion optimization.
Ranking for your primary set of keywords PLUS
Cast a wide net over your market segment and capture visitors that search for variations of you keyword phrases. As an example, your primary keyword is “buy tomato seeds”. When you implement effective SEO practices, you can rank not only for that phrase but also for variations of that phrase. Your website will receive tens, if not hundreds or thousands of variations of that keyword, like “purchase roma tomato seeds”, “tomato seeds on sale”, “tomato seeds in San Jose”, etc.
The Content Syndication Plan
Once you’ve identified your website structure, your primary keyword sets, and assessed the financial viability of these keywords, the next thing to do is plan your syndication, both for your website assets and external sites.
The syndication plan will depend largely on where you enter your market space. When you start out ranking for the more competitive terms, your syndication needs to be more aggressive. When you decide to enter at a lower entry point, then your content plan can be somewhat more relaxed
Visitor Sales Funnel(s)
Without sales or leads, it’s difficult to justify all of the hard work put into planning, implementing, optimizing, and maintaining your website assets. Getting visitors to your website is only part of the story. The other part is turning those visitors into customers. And depending on your business, your task is to turn those initial customers into long term customers that continue to buy from you over and over.
Just like all of the above mentioned, this is a continual and fluid process. Changes in occur in many industries all of the time. If you can keep your business flexible with the dynamics always facing it, you can be a step or two or even more ahead of your Online competition.
Rinse and Repeat
Whether you have SEO clients, are an affiliate marketer, or have your own products and services to sell Online, you’ll want to repeat the above tasks. Your initial set of keywords is just the beginning. As your website moves up in the search engine rankings, your site will gain more trust from the search engines and acquire a strong Web presence. You will rank for keywords beyond your primary set, and you’ll want to add them to your set. You may also want to move laterally, across markets, depending on your business. Each new objecting will require some or all of the above steps.
The Actual Project: Home and Garden
Now that we’ve highlighted the major project points, let’s get more specific with how to implement the concepts to this SEO project. Along the way, I will update the below objectives. As each objective is completed, you can click on the task list to read how I’ve implemented them.
- The Competition
- Primary Keyword Set
- Potential Traffic
- Level of Difficulty
- Website Structure
- Internal Content Syndication
- External Content Syndication
- Keyword Monitoring
- Conversion Optimization
- Rinse & Repeat with Winning Keyword Sets