Another post from the Web 2.0 Expo:
Integrating SEO, Usability, and Internet Marketing for High Performance Results
Web sites are not “projects.” They are living, breathing environments. SEO, usability, and Internet marketing are often introduced on completion of the site and retrofitted later to support visibility and promotion to target audiences. This is counter-intuitive and country-productive.
Every aspect of the experience needs to be optimized with intent:
- Web site architecture
- user experience and interface
- media & publicity
- Internet marketing
- Competitive research and positioning (not copying other successful sites)
- Keyword research and positioning
- Ongoing content management
- Metadata optimization
- Formatting to maximize efforts, leverage best practices for widespread success (metadata, keyword utilization, etc.)
Since search engine algorithms change, best practices sustain these changes over time, without putting your site at risk of being blacklisted and will perform best for YOUR Web site.
True SEO incorporates (1) company mission, (2) unique value proposition, and (3) pre-qualification of audience. You want to attract people who are perfectly matched to your content.
- Give your visitors what they want as quickly as possible.
- Promote engagement before they “bounce” (leave your site).
- Empowers the user to control the experience.
- Empowers viral marketing.
- Provides clear execution of desired outcome at all times.
- Promotes conversion.
- Answer every conceivable question or objection leading to the conversion.
Your mission is to meet the immediate and long-term needs of your audience.
Where should we draw the line between usability and onsite SEO?
I firmly believe that you can create a site that is very usable and also very search engine friendly. SEO isn’t about doing things that impair the user experience. Search engine algorithms simply try to evaluate the site’s usability and relevance and rank those sites high. Smart SEO is all about making the site more usable. Whatever you do to improve the user experience and relevance will also improve search engine rankings.
I am just getting started at internet marketing and I am learning the hardway how true your comments are. You cannot be narrow minded in your approach. This is a great template. Thanks.
Thanks for the great article.There are many things I have flat know from your posts.Thank you very.
I have been reading some blogs on the Church’s success in SEO. I just wonder when did the Church initiate the SEO effort (2006, 2007?) and how big a team you have. I also notice other organizations, such as More Good Foundation and Gospel Ideas International, seem to working for the Church as well. Do you work with these organizations? How many similar grassroots organizations are out there? This is quite an interesting issue.
Chen, we started SEO efforts in 2006 and it was mostly just me. Around 2009, we hired another person to focus exclusively on SEO. He left last year.
I have worked with the More Good Foundation and they have done a lot to help people find good material by creating great websites and by linking to Church sites. They are by far the largest and most successful organization. They combine the efforts of many grassroots individuals.
I have not worked with Gospel Ideals. I don’t agree with their strategies.