Top SEO Investments in 2013
Your SEO strategy must begin with a thorough assessment of your competition. You not only want to look at what did or didn’t work for you in 2012, but you also want to see what has / hasn’t been working for your competitors. If you hope to grab a bigger market share, you need to take your battles to the front lines and make a few strategic, competitive moves. A good SEO firm will look at what metrics your competition is tracking. Are your competitors using paid search? Traditional advertising? Social media? Wherever they are, you should have a tentacle too.
What To Do About Keyword Ranking In 2013
In the past, keyword ranking was the end-all be-all of budgeting. If you were getting on page 1 of Google results for competitive keywords, then you were getting a good return for your investment. However, as we know, the SEO world has become much more complex. Nowadays, not everyone arrives at your website from typing a phrase into a search engine. Many people come over from social media recommendations, social sharing sites, Google image searches, news feeds, and viral video sites. That’s why you need to track multiple sources of traffic with comprehensive analytics software, rather than simply relying on keyword rank.
Allocating Marketing Budgets Online Makes Sense For 2013
Keep in mind that offline advertising with billboards, magazine spreads and TV spots is MUCH more expensive than online advertising — and it’s much harder to gauge how well these campaigns actually performed. On the other hand, you can justify an online advertising budget by looking at:
- Page views
- Unique daily visitors
- Visitor return rates
- User demographics
- Coupon redemption rates
- Conversions (leads or forum submittals)
- Follower Growth
- Subscriber Growth
- SERP ranking