There seems to be an endless amount of opinion, tips, and “expert” analysis on how to best implement a search engine optimization strategy. Where do you start and why bother?
Bottom line is that a business that invests in search engine marketing should research and review to make sure that their efforts are maximizing returns.
How do you do this?
One approach is to go through a checklist of SEO basic questions to make sure all your t’s are crossed. (PJ Fusco has a good list of 20 questions to ask yourself based on best in class benchmarking.)
Another approach is to survey your own backyard-- talking to your front line sales folks or customer service people, and asking “What are the common terms used when people call?.” Some business owners make the mistake of assuming that they already know the keywords used by their customers, but oftentimes that mental picture may be wrong or incomplete.
In the long run, SEO is the process of defining your search marketing goals and understanding your customers well enough to accomplish them.
For more information, see--
SEO basics from TimUkag.com.
Definitions of SEO terms from The People's Media Company.
