BlogSearch Engine Optimization (SEO)
Strategic SEO Decisions to Make Before Starting a Website Design
In today’s digital age, it is imperative for any business that wants to grow and be found online to have a proper SEO plan in place. Take a situation where you run an SEO audit, and the test results conclude that you need to redesign your website to optimize your…
#1. How to Communicate your Mission Statement OnlineAs a performance marketer, it is very crucial for you to determine what would be your company’s marketing “value proposition”, i.e., what are the core solutions or services which your company offers to your prospective customers in order to satisfy their needs and/or queries. After identifying this, the next thing which you need to ensure is that do your prospective customers know about your value proposition, i.e., whether you are able to communicate it to them online. You need to analyze some strategic issues, which can be as follows: are the terms describing your customer’s problems or the solution you provide being searched online? If there are not many searches for your value proposition, then you need to create a brand association with the solutions you offer to your customer’s specific needs. You also need to take into consideration the competitiveness of the keywords you use. If the keywords which you find are suitable for your business but are highly competitive in the industry, then you need to focus on long-tail keywords, which will be very helpful in bringing huge traffic to your website in a short period of time.
#2. Analyze your Customer SegmentBefore redesigning your website, you need to do an analysis of your customer segments. Introspect and ask yourself some critical questions, such as how large is your market, and whether the potential audience is growing or shrinking. You need to research your buyer personas again and identify their demographics, motivations, roles, etc. You also need to analyze how they behave in both offline and online circumstances. This analysis will help you optimize your site’s architecture around the stages of your buyer’s journey. As a performance marketer, your most important goal is to bring more and more customers to your website to result in maximum sales. Ideally, this process needs to be implemented before you build your site so that you can optimize the pages of their interest with keywords that are specifically targeted according to their intent or queries.
#3. Introspect about your online competitionAnalyzing your competitors in the online space and knowing the strengths or opportunities that you have against them can be extremely helpful while taking critical SEO decisions, such as undergoing a website re-design. To begin with, you must identify who your competitors are, that generally fall under these three main categories of competition:
- Search competitors: These are the competitors who rank for the product/service that you offer. They will compete for the same keywords that you are targeting but may cater to a completely different intent.
- Business competitors: These are the competitors that are currently solving the customer problem you aim to fix.
- Cross-industry competitors: These are not your direct competition, but aim to solve your customer’s problems indirectly.