How to Create a Strategy That Will Evolve With the Overall Changing Internet Search Landscape and Ubiquitous World Wide Web
1. Defining Lingo – Learn the Language
2. The Marketing Plan – The First Step in All Strategy
3. The SWOT Analysis – Data to Feed Search Engines
4. All Business Objectives – Lead Generation
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1. Defining Lingo – Learn the Language
Learning terms helps make strategic decisions that
effect correct initiatives for high-ranking SERPS (Search Engine Result
Pages). Search Engine Journal[1], SEOMoz, WebSEOanalytics are some good resources to get familiar with basic SEO and how Internet
Search is changing. Here is a handy reference of terms: Lean SEO-Lingo Defined.
2. The Marketing Plan – The First Step in All Strategy
A good strategy will carry you through the ever-evolving changes to the
worldwide web, whether you’re selling the latest tech gadget, a new app, the
best chocolate chip cookie or dentist in the neighborhood, the first step of
any strategy is having a marketing plan.
3. The SWOT Analysis – Data to Feed Search Engines
SCORE
‘Online Workshops’ resource under the category of Technology & Computers:
“Tech Made
Simple: Creating a Technology Plan for Your Small Business”
Chapter #6: Strength Weakness Opportunity Threat is a helpful resource for your SWOT analysis.
All Business Objectives Are About Lead Generation–Creating a Customer
What
is happening today with social media, connectivity and always-on technology
have allowed expanded levels of integrated communications. Global vs. local is a game changer and Web
2.0–social media platforms allow everyone-employees, customers, prospects
even detractors a voice equal to that of your company. Communication is no
longer limited to conventional, one-dimensional media channels bound by
geography. ‘We may be living in a web 2.0 world, but behaviors that this new
environment triggers are solidly Human 1.0[1].”
Business
objectives have not changed much since Peter Drucker
described them, saying “Because the
purpose of business is to create a customer, the business enterprise has
two–only two–basic functions: Marketing and innovation.” So the end goal of
business has not changed: it is still to create a customer-LEAD GENERATION. It is everything in between the path to
that goal that has changed–thanks to the Internet. Creating a customer in the
21st century viral world has come down-to How Other People (customers) find your Brand on the Internet and that
means SEARCH has become more important than ever.
Editor's Note: This post is part of an ongoing series.
Here are the links to Part 1., and Part 2. Our next blog Part 3-A “On How to
be Found on The Internet” will discuss How To Create Compelling-Optimized Content –
for SEARCH in specific niches, market targets/ communities/ Tribes[2]
, geographic platforms and social networks. And, what’s required to populate
these platforms that will increase rankings and visibility.
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