Using SEO to Grow Profits --Morgan
Get the biggest bang for your buck. Don’t feature the same content on different landing pages. For instance, at Print Buyers Online.com, we feature a “Going Green” section that showcases educational articles and resources on sustainability in print. At times, we repurpose some of this information on our “Tip of the Day” section on our home page. When we do so, we ensure that the Tip of the Day link directs people to the page located on the Going Green section.
If we instead posted the copy in two different locations, it would not show up on a search engine because it would be considered by the Web crawlers as duplicate content. Remember to keep your landing pages as direct as possible to ensure the greatest bang for your buck—in this case, the time it took to write, code and display each article online.
Don’t be green with envy. There are now several free online competitive analysis tools to discover how you stack up against your competitors. Visit the following sites to achieve better clarity on your market presence vs. that of your competitors: www.alexa.com; www.compete.com; www.market-leap.com; and www.spyfu.com.
Keep in mind that most of these sites don’t do a great job with organizations that have fewer than 20,000 views per month. They will still give you a snapshot of Website traffic over the last 12 months.
Compare your track record, and try to figure out what generated the highs and lows. Was it a special promotion that was offered, a conference that took place, or a discount on membership? Whatever the answer, use your findings to learn what you—or your competition—did right. Then implement them into your business strategy.
Teach an old dog new tricks. Any of your staff members that create content for your Website should be trained on the importance of optimizing SEO. Be sure to sit down with your writers, programmers and Web developers to confirm that all team members are on the same page. It is also a good idea to schedule monthly meetings, so team members can discuss what they are doing to implement SEO into the areas of the Website that they manage.