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SEO Strategy Development for Online & Offline Efforts
Posted By Erin On January 20, 2011 @ 3:27 pm In Basic SEO Tips | 1 Comment
You know you should be optimizing your website to help you rank higher, drive more traffic and hopefully, ultimately improve consumer interaction. For those of you who have not started your SEO efforts yet, you are at a good point to start from the beginning and develop a cohesive plan that can help push your online efforts that much further. If you are in the midst of your SEO plan, this could be a good point to take a step back and reflect on the big picture, so moving forward you have everything working together to help benefit your SEO. Developing an overall SEO strategy is the core foundation of any program and taking time to think through it all from the start can push you ahead of the competition. Before you get started, use these tips to help establish an all-encompassing strategy that can stretch across both the online and offline world.
Now that you have defined your goal as well as mapped out how everything connects to the web, now you can start looking at ways to optimize your current efforts for SEO. You know the most important piece is to define your keywords, but as you determine these for each page of your website, also think about how the keywords can work for you in other efforts. Continue onto the rest of your SEO steps and best practices that you already know (update page titles, meta descriptions, work keywords into your copy, optimize videos and images for SEO, etc.) Get your website working hard for you, to the best of your ability.
As you get your site optimized, start working your SEO best practices into all of your other efforts as well. Is it time to write & print a new brochure? Give the person writing, a list of your keywords and highlight the top 5-10 most important ones that apply to that brochure. Have them try and work in the keywords into the copy so that once it is complete, you can easily post the content onto your site without much additional effort. Doing this also means you are sending consistent brand messaging as people who see the brochure, then visit your site see a lot of the same terms.
For press releases, do the same thing. Give your PR team your keywords but then also scan the release before it goes out to make sure it is optimized for SEO success. Also, be sure you always include a link back to your site within the release, so if it is picked up, you could also help out your link building at the same time.
Social media, dealer efforts, other collateral, etc. can all follow in a similar fashion. Optimize all mediums from the start so messages are consistent. For more traditional mediums like TV or Radio, make sure you put these on your website as well (assuming you have the rights to do so) and use video optimization  best practices to make sure you are ranking. If one of your main keywords you are trying to rank for is “SEO tips”, work that into the TV or radio script so if you later add a transcript version on the site, this keyword is already worked in there.
The biggest key to offline optimization success is to think about where these pieces might end up at some point. If there is any chance they will be online in the future, optimize from the beginning rather than having to go back and do it afterward. This can help save time, money and in the end create a more integrated marketing plan with everything working together to help you rank higher.
Erin is an Account Supervisor at Hanapin Marketing , a search engine marketing firm focused on generating results through PPC and SEO.
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URL to article: http://www.seoboy.com/seo-strategy-development-for-online-offline-efforts/
URLs in this post:
 Image: http://www.seoboy.com/wp-content/uploads/2011/01/SEOStrategyMap1.jpg
 video optimization: http://www.seoboy.com/video_seo/
 Hanapin Marketing: http://www.hanapinmarketing.com/
 Help yourself help yourself: consolidate (or at least integrate) your online marketing efforts: http://www.seoboy.com/help-yourself-help-yourself-consolidate-or-at-least-integrate-your-online-marketing-efforts/
 SEO Myth: You Have To Sell Online to Market Online: http://www.seoboy.com/seo-myth-you-have-to-sell-online-to-market-online/
 How to Use Keywords Effectively For Your SEO Strategy: http://www.seoboy.com/how-to-use-keywords-effectively-for-your-seo-strategy/
 Quick Easy Online Marketing or Online Scam?: http://www.seoboy.com/quick-easy-online-marketing-or-online-scam/
 What To Do if Your Organization is Resisting Your SEO Efforts: http://www.seoboy.com/what-to-do-if-your-organization-is-resisting-your-seo-efforts/
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