Search engines like Google and Bing are a fundamental part of the user experience on the internet. Throughout the purchase funnel, from planting the brand’s seeds through to the last click, strong visibility in search is critical to success: nearly two-thirds of search engine users click on a link shown within the first page of results. {1}

The secret has been out for quite some time — any brand’s competitors are mindful of this as well. But while they’re focusing on directory submissions and search engine rankings, unearthing the true value of organic SEO begins with a research foundation to identify high-conversion traffic in this channel.

SEO Methodology

We work collaboratively with our clients to create a Search Engine Optimization (SEO) program:

• What keywords advance the brand strategy, bringing the most qualified traffic to the website?
• Which search engine queries and linking strategies are profitable? Which will be a resource drain?
• How should strategy and execution differ in organic search, compared to paid search?
• Once the highest-value streams of organic traffic are identified, what can be done to amplify them?

Our SEO methodology boils down to a few key elements:

1. Keyword Research.
Without a knowledge base off which to optimize the site, there is the risk that SEO efforts will be misdirected.
2. HTML Markup Analysis.
The “on-page” tagging and formatting characteristics of every page set the tone for the site’s SEO profile.
3. Server & Domain Configuration.
Search engine spiders are smart, but can also be lazy… so managing this relationship is important.
4. Content & Link Strategy.
Once the tactical modifications are in place, new content takes center stage as the key driver of long-term SEO success.

How does SEO compare to Search Engine Marketing (SEM)?

At first glance, SEO and SEM seem to be polar opposites. In Google, for example, SEO deals with the left side of the search engine results pages (SERPs), and SEM the right. SEO is largely content-driven, whereas in SEM content shares the spotlight with quality scores, bid strategies, keyword-based targeting, and more. Nonetheless, there is documented proof that the marketing effects of simultaneously investing in SEO and SEM create results worth more than the sum of the parts. {2}

Pairing SEO with SEM also offers cost benefits, as much of the research and ongoing insights from an SEO campaign lend themselves to effective pay-per-click advertising. (For more on the synergies across the two major search channels, see our two-part video series on how to use PPC data to improve SEO efficiency.)

{1} iProspect Search Engine User Behavior Study, April 2006.
{2} iCrossing Search Synergy Report, March 2007.

For more about SEO…

Our YouTube channel includes videos dealing with a wide variety of SEO-related issues.

About Paul Burani

Paul Burani - Partner, Web Liquid Group. Connect with me on Google+

Mail | Twitter | LinkedIn | Google+ | More Posts (53)

This is some text prior to the author information. You can change this text from the admin section of WP-Gravatar  Paul Burani - Partner, Web Liquid Group. Connect with me on Google+ Read more from this author