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SEO (Search Engine Optimization)

Having a web presence is not enough. Prospects need to be able to easily find your website online and the most common way is through search engines. Search Engine Optimization (SEO), also called search marketing, is the practice of ensuring that search engines index and rank your website highly by the most common keywords associated with your goods and services. Optimizing for search engines is one of the most cost-effective ways you can ensure that prospects find your website online. Applicable for companies of all sizes, this practice is constantly evolving as search engines are continuously changing and upgrading their algorithms.

It is important to recognize that search engines rank individual pages and not the entire website so there are multiple areas that will need to be optimized. Also, SEO is an ongoing, long-term practice as search engines are constantly changing the way they work and the relative ranking of your website pages versus those of other websites.

There are two key areas related to search marketing. First, you should carefully select keywords based on research into what keywords are most commonly used when people search for similar offerings or services. You should also look at how specific or generic these keywords are and how competitive they are (how many other websites are optimizing for these keywords).

The other key element is the landing pages associated with those keywords. There, you must pay attention to how you optimize Meta Title Tags, H1 Tags, content, internal linking structure, image Tags and the XML Sitemap to create unique page titles-plus a brief description of each page's content. .

Because SEO is an ongoing, continuous improvement cycle, it is important to benchmark and regularly monitor the effectiveness of your efforts. There are two types of measures:

Activity

Visitors and visits that come from search engines
Which keywords these visitors are using to find your site
How long these visitors stay, which pages they visit

Outcomes

Goal completions (the visitor takes a desired action)
Conversion Rate (number of goal completions as a percentage of total visitors)
Number of leads and sales opportunities created

The myDIALS Online Marketing Module delivers the information you need to monitor activity and outcomes related to organic search, allowing you to understand the effectiveness of your search engine optimization. Quick and easy to deploy and use, you can view this information on a very intuitive, interactive online marketing dashboard.

Online Marketing Resources

Ready to monitor your search marketing performance and optimize your online marketing? Download our Best Practices white paper or launch a fully automated free trial of the myDIALS Online Marketing Module. For more information, see our Resource Center.

Free Trial of the myDIALS Online Marketing Module

This free trial is fully automated and pulls a 30-day history of data (7 days for Twitter), as well as daily updates. Access the free trial.

Best Practices for Online Marketing Effectiveness

This white paper gives some best practices for marketers to achieve effective online marketing outcomes. View this white paper.

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