SEO Expert Guide - Proposition Development (part 2/10)
It is literally amazing how many people start their online business presence by buying a domain name (close to their business name) and building a brochure-ware page. Only later do they turn their mind to optimizing their site for (i) their audience and (ii) the way their audience find them. Fewer still take a long, hard look at what their competitors are doing first.
Take it from me, the best way to succeed in search engine optimization is to build it into your business development strategy from the very outset. For this reason - before we turn to optimization techniques - my guide consides first those fundamental questions of what, who and where:
(a) What are you selling?
The first and most obvious question in this sequence is whether you are selling a product or a service and the degree to which you can fulfill this online.
To illustrate the thinking involved, I will use (throughout the guide) the (mythical) example of Doug Chalmers, a purveyor of restored antique doors, brass door fittings and accessories, based in Windsor in the United Kingdom.
Doug makes his money from selling doors (20% of total profit), selling door handles and knockers (25%), selling door bells or pulls (25%) and fitting services (30%). He has sold the bells, pulls, handles and knockers across the United Kingdom (and once or twice overseas, through word of mouth recommendation) but only does fitting within a 20 mile radius and rarely sells doors to people who are not local.
When forced to consider his proposition more carefully, Doug admits that he has no desire - or capability - to sell fitting services outside of his immediate locale (due to capacity and travel considerations). However, he can see a big market worldwide for his brass fittings and accessories.
I know what you are thinking, but don't laugh. Doug may well be right and (after all) knows his business better than you or I. He gets quite a lot of business from American and French tourists that drop into his shop after a visit to Windsor castle. Many take his business card. Initially, they almost always want to see brass door knockers, but often leave with several small items.
Doug has heard the stories about other local businesses who have been successful online. The Teddington Cheese, for example, sells British and European cheeses across the globe and was a winner of the UK eCommerce Awards in 1999. Who would have thought that cheese was a winner online? Well, Teddington Cheese did and have been reaping the rewards ever since!
There are actually a number of key things about Doug's proposition that we will revisit in subsequent parts of the guide. However, the key point for now is that simply putting up a brochure of all Doug's products and services is unlikely to be the best strategy. He has some specific and focused aims - and by thinking about them now (and refining them) he stands a much better chance of success online.
(b) Who are your audience?
Segmenting your audience is a key part of any marketing or PR strategy and make no mistake, search engine optimization is essentially a marketing and PR activity (albeit somewhat different to some of the more traditional parts of this field).
Doug generally agrees that he is targeting socio-economic class A/B for his services. These people are typically affluent, professional, white-collar workers living in leafy suburbs. He is in luck there, as such people are disproportionately represented in internet usage worldwide!
Having thought about it, he can readily segment his customers into three types; (1) local-full-replacement, (2) diy-refurbishment and (3) fitted-refurbishment. The first group are local people, looking to replace a whole door which has broken or is drafty. They are generally cost-conscious on the overall package (comprised of products and fitting services). The second group are interested in specific product items (which they are happy to fit themselves). They want advice on how to fit it but don't want the labour costs. However, they are the least price sensitive group on the product cost and often buy the very best. The third group buy product but want it professionally fitted and finished. They are prepared to pay for quality but are more price sensitive than the DIYers. Where they are not local (which happens) they want a referral from him to someone who can fit locally in their area.
Doug makes the most revenue today (in order) from groups 1, 3, 2. However, he makes the biggest profit margin per sale (in order) from groups 2, 3, 1 - the exact reverse! His own time (and that of his fitters network) is the biggest constraint in his business. If only he could grow the DIY segment, he could substantially improve his overall business profitability.
Hopefully, the point here is obvious. At the very least, Doug's website should address (perhaps separately) the needs of these three different groups. Ideally, the site will focus it's firepower on that second group (where the opportunity for unconstrained growth is greatest). Finally, the site needs a local and a global face (to reflect the different geographies of his customers).
(c) Where are your competitors?
No proposition development is complete without an honest assessment of what your competitors are up to. If you are in a locally-based mortar-and-clicks business like Doug, your assessment should take into account both your local and your global competition.
A useful tool to use is the so-called SWOT analysis, where you draw four boxes in a 2x2 table for each competitor. In the first box, you note the strengths of the competitor, in the second their weaknesses, in the third their opportunities and in the fourth their threats. Strengths and weakness are things inherent to their business as it operates today (and generally internal). Opportunities and threats are things external to the business and generally forward looking.
Look at each website objectively and minded like your customers. Consider whether the website was easy to find in the search engine. How many different search words did you try? Do you like the look of the website? Does it address each customer group separately, focus on one segment or try to be all things at once? Was it easy to get information and do business?
Leave space in the boxes to return to later in the guide (as we will frequently refer back to what your competitors are doing right or wrong).
Navigate the guide
David Viney (email@example.com) is the author of the Intranet Portal Guide; 31 pages of advice, tools and downloads covering the period before, during and after an Intranet Portal implementation.
Build SEO seasonality projections with Google Trends in Python Search Engine Land
Soapbox: SEO community must temper responses when idea-sharing to avoid shaming - Search Engine Land
SEO in 2020: Going Beyond Google Search Engine Journal
SEO in 2020: What Basics You Need to Know to Be Successful Search Engine Journal
How Hackers May Be Hurting Your SEO Search Engine Journal
Google’s SEO Best Practices Summed Up in New Video Search Engine Journal
Tackle Search Engine Optimization With This Course To Become a Pro Interesting Engineering
This SEO training can make you the high-paid expert who truly knows digital marketing. - The Next Web
5 of the Most Complex SEO Problems & How to Fix Them Search Engine Journal
I Love SEO: 10 Reasons Why We 💘 SEO Search Engine Journal
Google’s John Mueller on Word Count for SEO Search Engine Journal
SEMrush to SEO success bne IntelliNews
5 Ways SEO & Web Design Go Together Search Engine Journal
Google Video SEO Explained: On Page, Multimedia, Black Hat & Search Console - Search Engine Roundtable
Google Video SEO Explained: On Page, Multimedia, Black Hat & Search Console Search Engine Roundtable
10 Tips for Mastering Your SEO Content in 2020 Search Engine Journal
Vlog #47: Rhea Drysdale On Saving Clients Money With SEO & Hyperlocal SEO Changes - Search Engine Roundtable
Vlog #47: Rhea Drysdale On Saving Clients Money With SEO & Hyperlocal SEO Changes Search Engine Roundtable
How to Beat Big Brands in SEO Search Engine Journal
A Major Hollywood Studio Turns to SEO to Boost Ticket Sales Search Engine Journal
How BERT is helping SEO agencies focus on collaboration strategies Search Engine Land
Managing SEO for Non-SEOs: 3 Simple Tips Search Engine Journal
Long Tail Keywords and SEO Search Engine Journal
SEO vs. PPC: When is the Right Time to Pay? Business 2 Community
Enterprise SEO: Planning Your 2020 SEO Strategy Search Engine Journal
When Do You 'Need' SEO? Forbes
6 Ways to Know If Your SEO Is Broken Practical Ecommerce
How To Unlock Your Business's Potential With Tailor-Made SEO Women Love Tech
Microsoft Lists SEO as the Most Important Hard Skill for Marketers Search Engine Journal
Leverage Python and Google Cloud to extract meaningful SEO insights from server log data - Search Engine Land
Leverage Python and Google Cloud to extract meaningful SEO insights from server log data Search Engine Land
Warner Bros. renamed the Harley Quinn movie for better SEO Search Engine Land
Best Free Online SEO Training Courses in 2020 Search Engine Journal
8 Ways to Become a Great SEO Consultant Search Engine Journal
A Definitive Guide to Mobile SEO Search Engine Journal
The SEO Agency KPIs Dashboard: A Way to Unlock Growth Search Engine Journal
Google Recommends Hiring SEOs in New ‘Search for Beginners’ Video Search Engine Journal
Search Engine Optimization (SEO) Tools Keep Reading
SEO: 7 Shopper-grabbing Rich Snippets for Ecommerce Practical Ecommerce
It’s Time to Put the ‘Marketing’ Back in ‘Content Marketing’ Search Engine Journal
Voice Search has taken the SEO industry by storm: MMA and GroupM report ETBrandEquity.com
My Site Audit Says ‘Low Word Counts’ – Is That Important? Search Engine Journal
16 On-Page SEO Factors You Must Update On Your Blog At All Times Business 2 Community
Search Engine Optimization (SEO) Tools Market Research Report Industrial Opportunity Size and Growth Forecast to 2028 With Top Key Players - News Times
Search Engine Optimization (SEO) Tools Market Research Report Industrial Opportunity Size and Growth Forecast to 2028 With Top Key Players News Times
Charles Travers Debuts New SEO Agency Focused on Empowering Companies in the Digital Age - PRUnderground
Charles Travers Debuts New SEO Agency Focused on Empowering Companies in the Digital Age PRUnderground
iProspect India to handle SEO for ZEE5 Global ETBrandEquity.com
Top 10 SEO Factors to Improve Website Position Customer Think
Does Seo Ji-hye of Crash Landing on You suit the chaebol heiress look? South China Morning Post
Google Search Console Has New Tools to Help With Site Moves Search Engine Journal
An Adaptive Framework for Link Building Campaigns Search Engine Journal
SEO Halifax – Scotia Blue Marketing Helps Businesses Get Found Online - Press Release - Digital Journal
SEO Halifax – Scotia Blue Marketing Helps Businesses Get Found Online - Press Release Digital Journal
Seo Ji Hye And Kim Jung Hyun Share Feelings For Each Other Amidst Danger In “Crash Landing On You” - soompi
Seo Ji Hye And Kim Jung Hyun Share Feelings For Each Other Amidst Danger In “Crash Landing On You” soompi
Park Min Young, Seo Kang Joon, And Lee Jae Wook Talk About How Well They Match Their Characters In New Drama - soompi
Park Min Young, Seo Kang Joon, And Lee Jae Wook Talk About How Well They Match Their Characters In New Drama soompi
SEO Service Provider Services Market Size, Development Status and Outlook by Top Players Till 2025 - Nyse Nasdaq Live
SEO Service Provider Services Market Size, Development Status and Outlook by Top Players Till 2025 Nyse Nasdaq Live
SEO expert has "best wife in the world" on Google Bournemouth Echo
Get rid of "You haven't activated your Yoast SEO Premium subscription yet" nagging alert message - NovoNews
Get rid of "You haven't activated your Yoast SEO Premium subscription yet" nagging alert message NovoNews
'Crash Landing on You' gives fans new couple to ship with Kim Jung-Hyun's Seung-jun and Seo Ji-hye's Seo Dan - MEAWW
'Crash Landing on You' gives fans new couple to ship with Kim Jung-Hyun's Seung-jun and Seo Ji-hye's Seo Dan MEAWW
Seo Kang Joon And Park Min Young Live In 2 Completely Different Worlds In Upcoming Romance Drama - soompi
Seo Kang Joon And Park Min Young Live In 2 Completely Different Worlds In Upcoming Romance Drama soompi
What Is Technical SEO? Business.com
Local SEO Tools Market will go beyond Imagination in forthcoming Period with Top Vendors like BrightLocal, Moz, Synup Inc., Yext, SEMrush, NAVADS BV - Instant Tech News
Local SEO Tools Market will go beyond Imagination in forthcoming Period with Top Vendors like BrightLocal, Moz, Synup Inc., Yext, SEMrush, NAVADS BV Instant Tech News
SEO Strategy Guide: Beat Your Competition in 2020 Search Engine Journal
What Does It Mean to ‘Do SEO’? Search Engine Journal
What is SEO? businessjournaldaily.com
Local SEO Tools & Software Market | Competitive Analysis, Industry Dynamics, Growth Factors and Opportunities During (2020-2026) - Weekly Wall
Local SEO Tools & Software Market | Competitive Analysis, Industry Dynamics, Growth Factors and Opportunities During (2020-2026) Weekly Wall
What Is SEO? How Does It Work? Myths, Mistakes, and 9 SEO Best Practices Business 2 Community
Twitter Can't Get Over How Seo Dan's Story Ended In 'Crash Landing On You' - Cosmopolitan Philippines
Twitter Can't Get Over How Seo Dan's Story Ended In 'Crash Landing On You' Cosmopolitan Philippines
SEO Penalties: The 6 Ways Your SEO Strategies Aren't Helping You Business 2 Community
3 Places for SEO Beginners to Focus Their Time Search Engine Journal
7 Basic SEO Best Practices You Can Learn from Huge Travel Brands Search Engine Journal
'Dr Romantic 2' Week 7 sees Dr Seo Woo-jin getting kidnapped, Kim Sabu and Dr Park at each other again - MEAWW
'Dr Romantic 2' Week 7 sees Dr Seo Woo-jin getting kidnapped, Kim Sabu and Dr Park at each other again MEAWW
SEO Keyword Research: 13 of the Biggest Mistakes You MUST Avoid Search Engine Journal
What is SEO? Quick Guide to Search Engine Optimization Business 2 Community
Kwon Nara Is Torn Between Her Feelings Towards Park Seo Joon And Her Career In “Itaewon Class” - soompi
Kwon Nara Is Torn Between Her Feelings Towards Park Seo Joon And Her Career In “Itaewon Class” soompi
Google Explains How to Use Headings for SEO Search Engine Journal
7 SEO best practices you should be doing regardless of what Google says Search Engine Land
Can SEO Be Made Predictable? Search Engine Journal
SEO in 2020: What Role Do Keywords Play? Search Engine Journal
6 Easy But Stupid SEO Tactics You Must Avoid Search Engine Journal
5 SEO Realities SEO Professionals Struggle with Most Search Engine Journal
How to Make SEO Happen in 2020 Practical Ecommerce
How Does Website Security Affect Your SEO? Search Engine Journal
The Sandbox Effect
What once many people thought they had a penalty, is now being called the Sandbox Effect and is causing new web sites not to rank very well in the search results of Google, not even for the least competitive phrases. Meaning that a filter is being placed on new web sites and cannot rank very high for most words or phrases for a certain amount of time.
SEO Training - Avoid Making this Costly Mistake!
SEO training can be overwhelming. There are literally hundreds of factors that go into search engine ranking on today's major search engines like Google, Yahoo and MSN.
Boost Your Search Engine Ranking And Generate Free Traffic With Reciprocal Links
Reciprocal links are an important step in your overall plan to get site visitors.What are they? Reciprocal links are mutual links you and some other web site owner agree to post on your respective sites.
How I Suddenly Stumbled Onto No.1 In Google and Yahoo Without Search Engine Optimization - So What?
Sometimes, the search engines act really strange. And this story will prove how I've got top positions (80% on no.
London Bombings and Number Patterns
Firstly, let me say that I am sure all our thoughts went out to the victims, their families and friends of these bombings, and other incidents where innocent people lose their lives. Secondly, an SEO ezine is not the place to debate the rights and wrongs of such events.
Submit Your Website to Search Engines
Some search engine submissions are free and some pay for this benefit but before I get into it I would like to place a little word of warning.There will be some places that will offer to submit your website to hundreds or even thousands of search engines for free.
Why SEO Will Make or Break You, Part 1
Today's article is about the wonders of SEO. SEO is short for Search Engine Optimization.
SEO for CEOs - Search Engine Optimization Unmasked for CEOs
If you're like most other CEOs, the term "search engine optimization" will mean very little. Either that or it means expense! But it doesn't have to be that way? If you feel like you're standing in a dark room handing money to strangers to get you in the search engines, then this article is for you.
A Play In The Sandbox Is Necessary
There has been a good deal written about the Google 'sandbox' effect, as it's known. It has been taking up a lot of forum and article space over the last few months.
Ten Steps To A Well Optimized Website - Step 4: Content Optimization
Welcome to part four in this search engine positioning series. Last week we discussed the importance of the structure of your website and the best practices for creating an easily spidered and easily read site.
How to Build Massive Keyword Lists
As keyword marketing becomes more and more expensive and competitive, it has become essential when building your lists to focus on the maximum number of phrases and their variations that a surfer might enter into the search engines.Why?Because according to Amit Singhal, principal scientist at Google, a guy who really should know what he's talking about, over 50% of the 200 million searches performed a day have never been searched before.
Press Releases Can Increase Search Engine Positioning
When you write a press release, what is your ultimate goal? No doubt, getting the information to as many publications and on as many Web sites as possible. The focus lies in moving outward? taking the press release to as many *other* sources as possible.
Does The Number Of Links On A Page Affect Ranking?
Lots of research has focused on inbound links to a site, but little has focused on the number of links actually on a page (outbound or to other parts of a site). Many SEO gurus have recently been talking about something they call "PR Leak" which seems to be a theory that the more outbound links you have, the more your page rank on Google "leaks" away.
The Biggest SEO Scam of All
While there are many ethical SEO firms serving Internet users today, a few notorious practitioners also exist. One of them called me just the other day.
Free Search Engine Advertising: 10 Secret Ways To Indirectly Race To The Top Of Search Engines
Do you have a website that has little or no rankings in the major Search Engines: Yahoo. Msn, Aol, Netscape, Alltheweb and Google?Are you making little or no sales because you're getting little or no traffics?Welcome to the club.
Google Rank Cake
6 cups thick content mix 1 jar word of mouth, whipped 2 tablespoons meta tags 1 cup creativity1) In a bowl, stir content mix with 1 cup creativity. Stir.
Search Engines The Masters Of The Internet Universe - Part 1
Trillions of Billions of content pages make up the wide world of Internet. Keeping a house clean and arranged with proper placement for each household item is so big a task for each of us that it is a much despised daily chore.
Martial Arts Webmasters: Time to Optimize Your Site!
A few months ago I was looking through the search engines to see if my website was even found for certain keywords. Well it wasn't.
How Do I Improve My Web Site Conversion Rate? Part 2
Question 1Does it help to track visitor behavior on websites through software?Yes is the simple answer. No debate is required but I'll offer a simple explanation.
Easy Web Tips
How can you be found on the web?The web is a necessity as we have mentioned before. It has become one of the things that you will be asked about in almost every meeting you have with clients.
|home | site map|