A medical firm's experience with a carefully planned SEO effort gave a serious fillip to its business. This Marketing Sherpa article is especially important for smaller and more localized business operations.
The key leanings are...
- Finding your niche. Starting with the obvious keywords based on the basic work that the organization is into. But keeping a constant look out for more pointed keywords that are high traffic and low competition in nature. Geo- tagging seems to help here as it helps you to be found when the user is closer to purchase decision and is looking for options closer home.
- Constant research The team spoke to their frontline staff and found out specific language used by clients when they called or were called out to. They also used Analytics to keep a check on their efforts and for further refinement.
- Site repair and basic architecture It's imp to know where the basic architecture of the site is creating issues...404 issues, multiple URL instead of a central landing page etc
- Localizing your site Add geo tags throughout the site. Mentioning nearby locations, office addresses persistently all across the site gets you found in the local searches. The Contact Us page is also an imp page to have if localization and geographical placement benefits the overall search success.
- Header and footer Work on the page title. Make it relevant to what the page content is about. If possible add some localization element to the description of the page. Metadata needs to be updated and can local area name as well.
- On site SEO factors Creating internal links between internal pages gives them some weight to the search engine. What you need is intelligent use of keywords in the tagging process. Images with alt tags is another imp addition that helps.
- Off site link building Encouraging partners and vendors to link back to your site, using Google places and Maps to input relevant info about your location and using local search/directory listings can be another way of getting the show across.
Find the Marketing Sherpa article here
The key leanings are...
- Finding your niche. Starting with the obvious keywords based on the basic work that the organization is into. But keeping a constant look out for more pointed keywords that are high traffic and low competition in nature. Geo- tagging seems to help here as it helps you to be found when the user is closer to purchase decision and is looking for options closer home.
- Constant research The team spoke to their frontline staff and found out specific language used by clients when they called or were called out to. They also used Analytics to keep a check on their efforts and for further refinement.
- Site repair and basic architecture It's imp to know where the basic architecture of the site is creating issues...404 issues, multiple URL instead of a central landing page etc
- Localizing your site Add geo tags throughout the site. Mentioning nearby locations, office addresses persistently all across the site gets you found in the local searches. The Contact Us page is also an imp page to have if localization and geographical placement benefits the overall search success.
- Header and footer Work on the page title. Make it relevant to what the page content is about. If possible add some localization element to the description of the page. Metadata needs to be updated and can local area name as well.
- On site SEO factors Creating internal links between internal pages gives them some weight to the search engine. What you need is intelligent use of keywords in the tagging process. Images with alt tags is another imp addition that helps.
- Off site link building Encouraging partners and vendors to link back to your site, using Google places and Maps to input relevant info about your location and using local search/directory listings can be another way of getting the show across.
Find the Marketing Sherpa article here
