Planning is Vital for Your Colorado Online Marketing Success
Can a website be created without keyword research? Sure, it can. In fact, most sites are. But do most sites rank in the top couple of pages on Google? No.
The first step in Colorado online marketing is to create a plan, because you will be investing a lot of resources into the endeavor. Most website designers will simply take the information you provide to them and create a site. It’s an old saying but very true; “by failing to plan, you are planning to fail”.
As with all online endeavors in marketing and advertising, the plan is word and phrase oriented. The goal is to make sure we focus on phrases that have a large volume of searchers in the market.
Let’s say you are an interior painter, and you work across Colorado. Online marketing can help you get clients only if you rank well for the terms that people are using when searching. Therefore you focus on phrases such as “interior painting” or “interior decorating”, by using those phrases on your site more often than others (as an example, however it’s many times more complex than that).
Achieving a Good Return on Investment
So, in the example above, assume your Colorado online marketing company did a good job in optimizing your site for those phrases. You get onto page one, and get some nice leads.
Great! But what if you spent good money to get ranked only to find out that “interior painting” was searched 10 times a month, but that keyphrase in combination with “Colorado” was searched twice as much? You would lose out on 120 potential clients a year!
Now what if you found out that “interior painters” received 10 times that number? You just lost out on 1200 potential customers a year! For how many years? Opportunity cost for those lost clicks was really high.
Keyword research and analysis allows us to arrive at a ranking strategy for your site.
Keyword Phrase Research and Analysis
To begin online marketing, Colorado companies should invest in planning activities. The first undertaking, whether your Colorado online marketing is focused on natural ranking or on pay per click advertising, is keyword research.
In this important process you may be asked to provide a short list of 10 or so phrases that represent what you do. I expands those phrases into various combinations, including geographic options, into a search matrix.
We will find phrases in exact word order, with modifier words, that are actually typed into Google search each month, and identify synonyms and variables that have the same search intent. This generates more refined additional phrases, perhaps a 100 or more, which we analyze and report back to you with groupings, opinions, advice and options.
A sampling of modifier term possibilities include words and phrases for:
- buying, finding, locate, compare, sell, etc.
- manufacturer or model name searches, etc
- used, refurbished, pre-owned, etc.
- FAQ searches for how much, how do I, when should I, where can I buy, etc.
- company oriented phrases like company, corporations, dealers, brokers, etc.
- location searches that include states, cities, regions, etc.
Each main word are researched in combination with each other and your modifier terms to create a nearly endless array of research. Therefore, we will need to determine how many key phrases you wish to start with in order to determine the initial investment you wish to make in your site. You are being asked to define how many “focus” phrases you wish to investigate.
From the decision of how many focus terms you are seeking, we may recommend 10 to 30 for the initial phase and several hundred more to place in reserve for future site expansion.
The SEO (search engine optimization) on your website is for key phrase focus on terms related to your business.
A page cannot simultaneously be optimized for unrelated terms . It can be presented for both (a user-centric approach) but cannot be optimized for both (a search-centric approach). It is the Colorado online marketing expert’s job to marry the two approaches to get the search engines to show the correct site page and then give the user a good experience once they arrive.
The best approach to search marketing is to research potential terms to be found so that we can choose the most appropriate and reserve the remainder, creating a plan to ultimately capture them all.
A website SEO Plan is created based on chosen keywords. It is a roadmap as to which pages are going to be focused on for the top search terms, and which pages support them.
I analyze adjacent terms and plurals, and terms that flow into each other and how the various terms interlink to the individual required pages within the website structure, group those that the search engines will consider “the same search intent”, and make pages within your site to account for the terms that are best for your goals.
The Small Investment Up Front Grows Exponentially
That is how successful sites are planned and optimized. It does add an additional cost that many small businesses did not count on, and may not be accounted for in bids by other website developers or search optimization companies. However, it is critical to the success of your Colorado online marketing campaign in the short run, and more importantly, in the long run!
Call this Colorado internet marketing expert to get a keyword plan for your site. Don’t skip this critical step in online marketing. Colorado, is where we are based, but we work with companies around the country.