Initial Steps to Successful Search Engine Optimization
When people think of digital marketing, they first think of Search Engine Optimization (SEO). This remains a key component of the digital marketing ecosystem along with social media marketing; email marketing, App development, Pay-per-click (PPC) marketing and cross-channel marketing.
At Synthesis: MCM we employ an approach known as Agile Development which is an iterative approach integrated across all marketing channels. This is a metric centered marketing paradigm, where we collect and analyze data on user behavior and refine our efforts based on what we have learned from our previous efforts to move us towards preset, quantifiable objectives.
This paper lays out the five key steps that we build on to perform effective SEO.
1. Set up Google Analytics Account
Metrics Centered Marketing means collecting data on user behavior and modifying our digital efforts to shape that behavior to achieve desired outcomes. While there are several powerful data collecting programs, Google Analytics offers the dual advantages of power and price (free).
If Google analytics have not been set up to capture data, this is the first step. We start immediately to establish a baseline record of user behavior.
In later steps we will refine the basic Google Tracking Code to better serve our purposes.
2. Determine Key Performance Indicators
While the goal of metrics centered marketing is to increase the company