Making money with your website is not as difficult as the gentlemen in this graphic depicts. However, it does require that you understand the basic premise of relevance, positioning and the persona of the consumer that is intended to react to your value proposition.
Depending on your monetization model, SEO allows you to specify which pages in your website correspond to particular search queries, personality types and search behaviors and how to map out the most appropriate strategy for landing page ROI (return on investment). The once distinct umbrella of SEO services has now been assimilated into a virtual cornucopia of online marketing which is a hybrid of PR, branding, positioning and e-commerce.
In order to thrive and stave off competition, it is imperative for webmasters and business owners alike to pin-point where consumer are in the sales cycle, what the price of the product or service?, is it impulse driven, part of a multi-step close, self-evident or does it requires ancillary support.
Other considerations are, what the known barriers to entry from the standpoint of competition, who is the 800 lbs Gorilla they must content with and whether or not they have the budget to engage in online combat for market share.
While mapping out the degree of relevance required from topical on page considerations is one thing, getting enough traffic to your pages involves being savvy enough to “market” your product and just having a website or landing page is not enough; it must convert in order to justify its value.
The beauty of SEO is that you can apply it to everything based on the contingencies of supply and demand. We know that for virtually any product or service that there is a top level (or upper crust) that represents the broadest correlation of the theme all the way down to microcosmic extension incorporating distinguishing elements such as the make, model, color and keyword variations that exists for product choices as well as aliments for services to facilitate specific solutions for consumers in need.
Profitability is a byproduct of positioning and presenting the right offer at the right time to the right consumer, however another more prominent concern exists, which is monetizing missed opportunity and failing to embrace keywords or market share left on the table.
Strategy is the essence of search engine optimization; tactics are the execution of those strategies, however without a firm grasp of what you intend to do after your SEO or internet marketing kicks in, shows a lack of common sense.
Let’s look at the possibilities:
You can reach your target audience using a variety of the following methods…
- Video Optimization (to segue attention by increasing engagement as well as augment SEO efforts with blended search)
- RSS Aggregation (to attract a larger audience for conversion)
- On page optimization (to refine market focus and value proposition)
- Link building / off page optimization (to improve traffic and SERP position)
- Directory submissions (to increase relevant or aged links from trusted sources)
- Press releases (to generate awareness or launch a new conversion funnel)
- Editorial links from industry sources (with do follow contextual links)
- Citations or reviews from Blogs (can cement relevance for off page ranking factor)
- Pod Casts (to establish information for a loyal audience)
- Web 2.0 properties (which allow you to create mini sites that rank well)
- Social Media Engagement (to send traffic to any other marketing channel as well as your primary property).
Through managing each tool for what it was intended to accomplish, it is possible to blanket a market across multiple marketing mediums to facilitate conversion.
The only consideration is (a) what is the impact (b) is it scalable (c) does that value transcend the application of the metric alone (like branding) and (d) how do they all integrate to facilitate ROI?