The key components are:
- – Establish the business objectives
- – Establish site(s) objectives
- – Key Term Establishment
- – Key Term / Site(s) Analysis
- – Site(s) Setup Examination
- – Platform
- – Structure
- – Content
- – External Linkages
- – Social Connections
It might seem a bit odd to start what was originally a web site promotion exercise by looking at the business objectives. However, if you are serious about achieving online marketing success you are really looking at marketing and business promotion overall these days – it is not a separate thing.
This issue is all about what the business wants to win on.
It is pointless promoting the website and achieving number #1 on the search engine listings for dog food if you are actually selling cat food.
For businesses that cannot answer this question, everything else is a waste of time and money.
It is important to be absolutely clear about what the web site you are promoting is trying to achieve. It may not be all of the business objectives, it may just be part of the whole picture. We may be selling directly, soliciting enquiries, or even just trying to build a communication relationship via email and social media. We may not be covering the full product, or service offering.
Everyone needs to have a clear picture of what the site is for and where we are going with it. On the face of it this always seems an easy question to answer, but that is often not the case and careful thought needs to be applied before taking the next step.
For example, it is not always the case that the web presence is fully in line with the business objectives and it needs to be.
Key Term Establishment
Key terms are often more important than words. A word in isolation can be difficult to interpret. For example the word ‘traffic’ can apply to a number of things. It is only when we add another word such as ‘internet’ or ‘road’, to create a ‘term’ that we gain an understanding of what is really sought.
It is only when we have the site objectives fully understood that we can really start to think about the key terms, or keywords that are relevant to the online promotion that we need to be competing on. This will be more than one, or two, but not so many that we lose focus or understanding.
In developing the key terms to focus on we are outlining the foundations of a strategy we can plan on and move forward with.
Key Term Site Analysis
This work has two purposes. Firstly, it sets a benchmark of the current on-line presence and how it performs with respect to our chosen key terms. We then have a start point we can measure from and see how future work is affecting rankings.
Secondly, this work develops our understanding of the task in hand as it applies to the current online presence and indicates where our efforts should be applied and when.
Site Setup Examination
This is a more than a site examination as it looks at the full online presence and the appropriateness of each element to what we are trying to achieve and how we are to go about achieving it.
For example, a web site may have to have a content management system added to make it easier and quicker to update, or a content management system removed if it is creating indexing problems. A social media account that mixes inappropriate personal information with an ostensibly business presence may need to be edited, or re-established.