Web Development: Prioritising your SEO campaign
It is tempting when you start your SEO campaign to try and dive in headfirst, without a proper plan. You might have drawn up a steady plan with your SEO company but have decided to pull the trigger on a part of your campaign that you decided to implement later. There is no set order, of course, but there are certain things that you shouldn’t overlook while developing your campaign.
The first thing to check is to make sure your vision is clear across your staff; it’s one thing to have a well designed a website, but the key to any successful SEO campaign is your content. Make sure that your designers are clear about what you want; nothing can destroy a great vision like poorly executed instructions, especially to the design staff. The next part of your content staff to make sure understand your vision is your writers; I’ve talked at length on these blogs about how poorly managed content staff can disrupt your work. Remember; the design and content of your website is what potential customers see first and a poorly managed vision, a poorly executed brief, is the difference between success and failure in a massively competitive marketplace.
The next thing to make sure is that your website has a strong site structure. This means reducing the pushback as users travel through your website, enabling a strong user flow. Don’t worry if you don’t get it right first time around though; unlike some other aspects you’ll get chances to revisit this aspect further along the road. You need to then consider what kind of keyword approach you want. Converse with your development staff, and again with your content writers, to determine a clear strategy. If you’ve read other blogs on SEO Moves you’ll know that this is another essential area in your campaign; go too broad and you run the risk of competing with much larger businesses with much larger budgets, but go too specific and you could potentially miss searches. This can, and might, change during the process; but having an idea of what you’re targeting will make the process smoother for everyone.
The next thing you’ll need to consider, and something that I’ll revisit in a later blog in more detail, is your post launch strategy. It’s one thing to have a beautifully designed website, or even fantastic keyword selection and density, but without a proper plan you’ll find yourself with a gorgeous website, great plans but no visitors.