in an attempt to find content that answers their search query. In addition, your site’s blog posts and articles should be written with your audience and their vocabulary in mind. You should make a proactive effort to include well searched for keywords within your website copy – by using tools such as Google Keyword Planner and Google Trends, you can judge if a keyword is popular, and also gain ideas about similar keywords you could use.
For an effective SEO strategy, it’s important to define who your audience is and the make-up of the demographic who are likely to visit your site
HOW DO YOU ACTION YOUR PLAN? So you know who your audience is, and you have your defined goals. What next? There are essentially three main parts to an SEO strategy. Get your house in order - optimise your site from a technical perspective as much as possible. Do a cost benefit analysis on technical changes, as some changes may prove to be price-prohibitive and yield little benefit. Optimise your content and future content; ensure that your copy, articles and blogs on site are keyword-researched and relevant to your site’s audience. Concentrate on outreach and promotion - ensure your social media efforts, PR and marketing activities are working towards the same goal. HOW SHOULD YOU MEASURE SUCCESS? First of all, ensure you have a good analytics package installed. Google Analytics is a market leading, easy-toinstall, free service, which provides excellent insight into your visitor statistics. It is possible to set up “conversion goals” within analytics, which automatically log when somebody sends an inquiry through a contact form, or
downloads an online brochure. If possible, it’s effective to track your business goals through your online analytics package. Your measurement of success is down to what you find important, be it pure visitor
numbers, revenue, number of leads, or how many pages each visitor views. Do not worry too much about the micro-details; keep your business goals and visitor experience in mind.
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