
"Here, Kumara, we need to work on a new strategy. I recently read that we must do SEO and Social Media and also some Search engine marketing if we are to stay in the game. So do that ok? I want results. NOW!" Is a line, or something similar to a line that's heard in many offices around the world and Sri Lanka is no different. There's a plethora of articles, news releases about SEO, SMM and SEM being mandatory for an organisations survival and imperative to achieve a competative advantage. So spend your entire IT budget on SEO, SEM and SMM. It might be wise for you to do some research yourself before handing over a contract to some "reputed" organization to do these things for you.
A few things about
SEO,
SEM and
SMM that might be useful to you, if you are trying to implement these strategies are:
a) SEO is FREE.SEO means Search Engine Optimization. This means you create your site in order to maximize it's presence on people's search terms. There is no point in adding all the keywords under the sun, becuase at the end of the day, you want qualified traffic, not random people visiting a site that they don't want to see. These visitors will demote your listing on Google etc., if they don't think you are relevant. The first thing to do is to get your house in order. Add title tags, meta tags, meta content that is meaningful and not a list of keywords. Search spiders today are smart enough to see through these age old tactics. Add h1 and h2 tags to important headings in your content without simply making them bold. Spiders recognize these things and map words within the Header tags to keywords.
Try to keep your site upto date and loaded with meaningful and fresh content. One way to do this is by maintianing a blog under your domain and ideally have someone update relavant, fresh content about three times a week. Don't add rubbish and spam links. Link to important sites and if your content is good enough you'd get links back automatically. Speaking of blogs and links, comment on other blogs within the same business/interest domain. This will also give you links back and create visibility.
These are the first steps any SEO guy or company would tell you. Read. Search the internet and read up on these things. No one really knows what the hell SEO is about. It's all practice, reading and testing. So go read up about SEO and you'll be a pro in no time. Try not to fall in to traps set by organizations telling you that they can get your site to number 1 on Google within a month. Even you can do it, simply type the name of your company and you'll be number 1 on google or any other search engine.
b) SMM is not MAGICSocial media marketing is NEW. Mostly due to this whole Facebook, MySpace, Twitter craze. SMM isn't going to magically increase your traffic or sales. It will however create buzz and awareness. There isn't a concrete method yet to calculate your ROI on SMM so don't be too hasty to hire an organization that specializes in Social Media Marketing yet. Like using your company blog, you can create a twitter account and start following people who have the same type of interest as you do and keep tweeting once or twice a day. Keep it human and don't simply put product or service updates. People get bored of reading that. Also include links of news or other stories that you may find useful. You can use Facebook pages, Profiles and Groups to create awareness as well. I shall save that for another post. Again the best thing to do is to read up on SMM yourself, before you go spending your hard earned money on someone who will pretty much do the same things that you would.
c) SEM ain't a key to millions of $
Most people assume that SEM is the key to gaining unbelievable amounts in terms of sales volume. Afterall it does give you access to the whole world and a click is only $0.25 or so right? What's there to lose?I'll tell you, you could lose your entire company. SEM requires 24/7 monitoring, lowering and increasing your bid. Slacking off here will leave you with a massive bill and if you earn your money in Rupees, you are pretty much done for. If you are going to invest in SEM, it might be worth hiring an in-house guy with some experience. But I wouldn't reccomend outsourcing it. You need to have control over your ads and your bids. Google and Yahoo aren't the only things. There are many more. So it maybe wise to do some research and split your ad budget accordingly.
I'll have more on this stuff soon, along with a few links and such so that you guys can gain some knowledge. It's great fun and very active, so if you are an online marketing kinda guy, it maybe helpful.