Drive More Targeted Traffic to Your Website with SEO Best Practices

Last week Fire Enterprises (FEI) FEI Marketing Tribe Leader Marka introduced the concept of demand generation to the tribe and explained how these activities can help FEI capture, qualify, and convert new leads. This week, Marka continues demand generation discussions by showing the tribe how implementing SEO best practices can help FEI drive more targeted traffic to their Website, a crucial first step of demand generation efforts. Remember, fire = print.

After a short break, Marka, Zoot, Numo, and Org reconvened in the conference room to continue discussing demand generation.

“Demand generation will help FEI capture highly-targeted leads from our O-site and convert them into new customers,” Marka began. “Of course, we have to actually drive these prospects to our O-site first. That’s where search-engine optimization, the first step of demand generation, comes in. It’s well established that people today use O-line search engines as starting points for many purchases—including fire. Optimizing our O-site for search engines will help ensure we’re found in the right searches by the right people.”

“Where do we start?” Org asked.

“First, let’s identify a list of keywords and key phrases for which we want to be found and for which we think our prospects are likely searching,” Marka said. “Once we’ve compiled this list, we weave these words and phrases into our O-site copy as appropriate. Moderation is important here—repeating the same word or phrase 12 times on each page might win us points with search-engine bots, but it’ll annoy our human O-site visitors.”

“Three points about SEO-friendly O-site content I want to touch on briefly,” Marka said. She scribbled with a piece of coal on the whiteboard behind her:

Keep it fresh—
Let’s commit to publishing a blog and frequently updating our news section—weekly if possible, but at least biweekly. Search engines prioritize fresh content, and having a frequently updated blog filled with keyword-rich posts is a great, relatively easy way to win SEO points.

T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or
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