SEO Planning and Strategy
One of the first things I like to do is set some basic goals. Certainly when SEO is in the mix, gaining high organic rankings would likely be the call of the day. While traffic is great, targeted traffic is far better. For each targeted phrase or keyword, there is a corresponding action associated with it. If it is a sale or a sign up, there is likely a conversion metric at the other end at some point. So our initial goal would likely be promoting/marketing a product, service, event or community. We also would set a benchmark variable to establish what events quantify a successful campaign. Now we have a general goal of what we want the user to do.
Next some thought goes into WHO we believe our end users, or market group, will be. Understanding a target market's mind set will go a long way to identifying likely terms to research for you campaign. Also start seeding a list of associated Keywords and Phrases Much of the early brainstorming pays off in a more focused and comprehensive approach to the SEO campaign.
The key to a successful SEO campaign can come down to the initial goals and keyword/phrase targeting. Reaching too high after 'money terms', when they're far from reach can be as hazardous as targeting KWs that produce little in the way of traffic and conversions. These situations, from both ends of the spectrum, highlight the importance of the initial goal setting and targeting.
Another important consideration is cost. In any business "" at any time, cost is a consideration. While Product/Service pricing is a function of the over-all marketing plan, it is important to understand the basics of 'profit margins' and 'cost of sales'. When you start getting into your keyword/phrase research and 'term targeting', you will need to establish associated costs of obtaining various targets to establish a potential ROI and time lines.
The role of budgets
Income;
- We sell Widgets for $20 and have a 40% profit margin or $8 per sale "" after Cost of sales excluding SEO
- We have an estimated 3% conversion rate in our market
- We target 'Buy Widgets' as our Term
- We figure on research and testing, that we can get 4000 unique from the Term/ month
- Estimated profits once Term is in Top 5; $960/month (after estimated 6 months)
Expenses;
Cost of initial SEO for Term Top 5 – $ 10 000.00 (6 months)
Monthly Maintenance fees – $ 300.00 (final 6 months)
1st year expenses – $ 11 800.00
2nd year expenses – $ 3 600.00 ($300/mo. maintenance)
So it would take a further 10 months (16 month Total) to 'break even' on the investment for this term. Some terms have a better potential ROI than others. It is important to establish goals and budgets in order to set 'smart targets'. This is by no means a comprehensive methodology here folks. I simply want to highlight some of the considerations entering into your SEO program. It is important to remember SEO is a 'spoke' in the wheel. Keep an eye on the Big Picture as well
Originally posted 2007-02-20 02:54:47.
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