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4 Ways to Keep the Big Picture in Mind with SEO

April 7th, 2009 | | Analytics, Conversion Optimization

If you’ve ever been in a seminar with hyper excited SEO experts, there is usually a feeling that comes over the audience.  This feeling is one of discouragement and just being overwhelmed.  Usually it’s because there’s a huge hole of knowledge that the crowd thinks they can’t understand and the game is already over.  It doesn’t have to be that way.

Here are some things to keep in mind when you proceed with your avenues of SEO.

1. Don’t Over Analyze

Numbers are fun, but they can be addicting.  Real time stats are interesting, but it can pose a problem with your overarching strategy.  When I was a lad, I was taught that your investments should be watched once a week, not every 15 minutes.  The watchword is “Long Term.”  Google Analytics updates everyday and, for some, this isn’t enough.  Digesting streams of numbers will not make you a better optimizer, it will make you reactionary.

2. Remember Your Marketing Roots

Remember that your SEO efforts work in tandem with your other marketing efforts.  The reason you market is to bring your benefits to the top of people’s minds.  I say benefits, not features.  Features are nice, but the things that benefit the people will bring a stronger message that resonates from your brochures to your landing pages.

3. Don’t Be Reactionary

Reacting to current events is a powerful way to find a hole to jump in and get an advantage, but abandoning plan after plan to compensate for what competition might be doing only guarantees you to be one step behind.  With SEO, stick with your keywords and measure their usefulness completely.  Ultimately, you want people to react to you.

4. Show Your Expertise

Blogging is a big obstacle for a lot of companies because they feel they don’t have anything worth writing about or often about.  After talking with them about what blogging is trying to accomplish, their lights turn on and they get it.  The purpose is to create little articles that show their expertise on the subjects they have built their business around.

SEO doesn’t have to be intimidating, but it does need thoughful guidance.  The big picture is not just aqcuiring new leads for your website, but converting them to actual sales.

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