Category Archives: SEO

The Power of an Integrated Web Presence – Part I

Optimization = Integrated Web Presence

What is an Integrated Web Presence and why is it important? That’s a question we’ll attempt to answer in the next series of posts. But first, we’ll take a step back and look at how the answer came about.

Our approach to organic search has been evolving over the past three years. Without even realizing it, we’ve been involved in a natural selection process. As we slowly recognized that process, we realized we needed to label its outcome in order to effectively market it.

We now call that outcome the Integrated Web Presence. Here’s a simple overview of that evolution.

In the past, web designers built nice looking web sites. In the early 90’s that was good enough. Today, people want a web site that’s search engine friendly. A decade ago that was pretty easy – these days, not so much. As more and more businesses sought top positions for the most lucrative search queries, more and more web designers learned about organic search optimization.

As this process evolved, web designers executed more tasks at a higher level to gain search position. Some of them became Search Engine Strategists.

We’ve always focused on organic search at, but the integrated web presence takes SEO to a whole new level.

Search Friendly Design

First and foremost, we execute a search friendly design structure on a responsive server.

Design that takes advantage of product and service categorization is critical. One of our favorite developers produces page and post widgets that allow us to drag and drop snippets of optimized pages onto their category page. We found that search engines love this almost as much as we do.

For example, Company X offers 5 services and 6 products. We’ll build a well optimized page for each service and each product. Then we’ll build a broader Product category page which delineates each of the 6 products. Next, we build a Service category page which delineates each of the 5 services. This is the type of design structure that optimizes your site for organic search. Naturally, this lays the foundation for paid search as well.

Specific is Terrific

The biggest mistake we see in poorly optimized websites is the tendency to lump too many items on a single page. This breaks the cardinal rule of “singularity“.  Sure, it saves time and costs less, but how can you expect your expert transmission repair service to be found if it’s on a page with your brake service, your tune up service, your engine rebuild service and your oil change service? Now, if people typed “brake, tune-up, engine rebuild and oil change service” into Google, there’s a chance that page might show up. But people don’t search like that. They search for specific things, one at a time.

Not to belabor the issue, but it’s so important (and so often overlooked) it bears repeating. Search engine algorithms are logical, and they respond favorably to categorization and specifics. So when your content is properly categorized from broad to specific, it’s easy to find. That structure gives you the added bonus of acceptable repetition.

Gone are the “old days” of SEO tactics defined by keywords repeated over and over in multiple blog posts, pages, paragraphs and footers. That form of repetition earns an immediate DOWN-RANK by today’s advanced search engine algorithms. But a broad category page (of products or services for example) leading to more specific detail pages gives you the kind of repetition search engines love.

The immense popularity of the WordPress platform owes much of its early success to the structure of its search friendly blogging format utilizing categorized posts. We leverage that same functionality in our page development.

Server Response Time

An Integrated Web Presence
Integration is Great. But 2367 Tenants in the Same House is Too Much!

Let’s get responsive. And we’re not talking just mobile responsive, we’re talking about server response time. Having a slow site is the kiss of death on any device: mobile, tablet or desktop. So make sure your hosting company is “up to speed” like

While certain “big box” hosting companies (and site builder platforms) boast that they can host thousands of responsive sites on a single server, our speed tests using the link above tend to prove otherwise. You can go to and enter your domain to see how many other sites are hosted on the same server as yours.

When your site is hosted along with 2367 other sites, is it any wonder you fail the Google speed test for mobile and desktop? When “server response time” is the only big red X in your “fix it” report, you need a new host.  The client’s site referenced in the image above failed pretty spectacularly. Their new site will be hosted with us.

So … as another 15 hour work day draws to a close at, it’s time to finish this post and hit the sack. In Part II we’ll cover the second most important series of tasks to “execute well” in the pursuit of a fully integrated web presence – one that outranks the competition with many little things done well … and fully integrated.

Tallahassee SEO

A Tallahassee SEO Company Located in Tallahassee

Tallahassee SEO Local
You may have a Google Listing, but is it properly configured and verified?

When people search for “Tallahassee SEO” on Google, the top results don’t necessarily reflect Tallahassee based providers.  Yes, we too sometimes manage SEO from afar. But most of our clients are Tallahassee businesses who would like to sit down with us in a face to face consultation.

This is where we get to meet business owners in person and talk to them about their unique value propositions.  And we love to discuss both short and long range goals.  As a local Tallahassee business, practicing organic search marketing since the mid 90’s, we know the Tallahassee marketplace.

We Don’t Follow – We Lead

Not to be brazen, but those who “follow” the self proclaimed SEO experts will never rise above that crowd. There’s great info to consider, but our own testing and results are our final guide. We use our tools and expertise to develop a fully integrated web presence – one which combines a search friendly design structure with targeted content, on a responsive server.  Combine these attributes with properly configured social integration, and exceptional results are inevitable.

Search engine algorithms are evolving and adapting. Search engine companies want to give searchers a relevant search experience. So do we, So we take advantage of categorization, content keywords, readability, image tags and just the right amount of repetition.  When we manage and integrate those critical details (and many others) you get optimal results. That means the right searchers that convert from prospects to customers.

It’s not that hard to optimize when you know what you’re doing. We don’t make excuses about Google’s “changing algorithms”. Sure, they change – often – but those changes don’t affect good SEO, they usually reinforce it.

What’s the cost of all this? Not enough apparently, because when we “clean up” behind the amateurs and see what they charge for that mess, it’s embarrassing. But don’t worry, we won’t tell.

Contact us to find out more about the possibilities of web based marketing you can rely on.


Change Overdue for “SEO”

Back in the late 90’s the idea of was beginning to take shape. We started using the term “Search Engine Optimization” back then, before it really caught on – even before Google went public.

In those days it was all about studying the search ENGINE (its algorithms) and how it indexed and ranked pages. Eventually, the terms Search ENGINE Optimization, and then Search ENGINE Marketing, came into widespread use.

Today, things have changed. We pretty much know, almost intuitively, how the engines operate. Though we hear a lot about the horrors of pirates, pandas pigeons and penguins, we haven’t seen anything unpredictable from these algo changes at all.

Search engine algorithms are a basic form of artificial intelligence, and like all A.I., the objective is to gradually become more organic. It was only a matter of time, for example, before social signals informed Google search of human preferences on the web.  With popularity and link authority so well established already, this was no surprise.

Algo changes will come and go, but the trend is clear. Search engines are becoming increasingly humanized. We even personify them in voice generated mobile search (Help me to … Show me where … How can I …)

Clearly, it’s not the engine we need to “figure out”, it’s the searcher. Algos are becoming more natural, but human motivation remains complex. This realization has been a recurring theme in my posts about SEO and SEM. Both are terms that I am gradually changing in my own personal lexicon, and in my discussions with clients.

In our upcoming rebranding, I will be referring to OSO (organic search optimization) and PSM (paid search marketing). I feel these terms reflect the current state of search engine intelligence more accurately, as it becomes “more natural” in its evolution.

SEO is CLEARLY becoming OSO
Taking the ENGINE out of SEO

And with this new focus on the SEARCHER, instead of the ALGORITHM, we can see that the engine is secondary and the searcher is prime.

Search engines are a means to an end, and they will always become more organic, more social, more natural if you will, and more “human-like”. With that in mind, everything we need to know about the engines just naturally falls into place. Our social instincts will do the rest.

What we need to know about searchers is more complex, and more significant.  Analyzing actual search queries (made by humans of course) and fully understanding what motivates those searches is challenging. But it’s worth doing, since that is in essence what the algo’s are beginning to do, and to improve upon over time.

Certain situations arise which compel us to perform a search. They aren’t always the situations we predict, but as we follow the journey of a searcher, who becomes a prospect, and then a customer, we tend to learn more about those situations and apply them to our search marketing strategy.

We humans are still vastly superior than any form of A.I., in the intricacies of understanding one another – our behaviors, our motivations and our impulses. But over the past 15 years, the algos have gotten exponentially better at it. They still have a long way to go, but time marches on. If you write content as though a human being was your audience, not a machine – you’ll do just fine.

This is NOT to say that certain technical problems resulting from bad practices don’t hurt organic rankings. They do. But from a standpoint of content alone, “natural” trumps “artificial” and that trend will continue.

As marketers, we’d all love for prospects to seek us out directly, and to have us solve their problems … but they don’t. They ask the search engine instead. And if we’ve done our job right, the search engine leads them to us. In that way, the engine serves as a “bridge” between us.

Search engines are indeed acting more like information advocates than robots. And I expect this trend will only increase in the future.

It’s time to change the way we think about “SEO”.

We’re not optimizing for the engine. We’re optimizing for each other.

The Limitation of Social Media

Will social content ever be able to compete with well optimized landing pages for search engine position? Not any time soon in our opinion, due to the massive growth and meandering of tweets and posts.

Limits of Social Media

This is why well optimized blog posts differ so much from social media. They are easily  index-able (partly due to their permalink structure). They usually contain much more relevant content than a tweet or post. And finally that content is published on platforms which facilitate keyword optimization.

While social media giants seem to be creating their own “web within the web” frame of reference, including their own internal search engines (Facebook, LinkedIn, Twitter) relevant search results are limited to their own domains. Facebook does offer outside search results through Bing (but that’s an entirely separate matter).

With Facebook, post addresses are somewhat convoluted and not SEO friendly. Facebook does occasionally index and return individual posts (even to users not logged in) but these have little chance of competing with well optimized content from relevant site pages.

Generally speaking, you cannot create a static, indexable permalink from content that does not have an address (like social likes or replies). Just this year, Google and Twitter revisited their “deal” to have Google index the Twitter feed. But as this article indicates, it may be a while before tweets rank well.

We do see some LinkedIn Pulse artcles being indexed due to their post-name default link structure, and the general business type length and structure of certain posted content. We think that LinkedIn has a good chance of competing with “average” page content, and may set the search friendly mark for social a bit higher.

Social media, as it exists today, does not appear to be trying to replace the utility of the broader search engine universe.

As an adjunct to other web-based marketing tools, social content has a long way to go before it begins to compete with the search results of well optimized page or blog post content.

We should understand and view social media as the very useful tool for “immediate impact” and “targeted distribution” that it was designed to be. In a world of constant, rapid change, social media is the utility of “real-time, right now updates” for a given audience that is a bit more intimate than “the world at large”.

Search engines on the other hand index content that is available to the global audience outside the social network’s circles. They capture updates of page content –  but keeping up with Social tweets and posts may be too much for even Google to handle.

Even if the search engines chose to index all that explosive user-generated content, from adolescent teens to recipe posting Grandma’s, would they really want to with PPC being their lead revenue source?

Social media has its place in the world. A good place indeed. But it also has its limitations. The key to social media is to understand both its utilities and its limitations – leverage the strengths, and don’t fight againts its weaknesses.

“Tallahassee Web Design” – Does it Matter?

For years web designers in Tallahassee have attempted to dominate the top SERP (search engine results page) in order to attract local business.

But do people who search for “web design” really need web design?

Map for Tallahassee Web DesignWe tend to search the web today based on past searches and past results. As long as our expectations are met, those results become a feedback loop. In the 1990’s, people searched much like they do today, even though the role of a local “web designer” has changed significantly in recent years.

Back then, small businesses needed someone to get their business name and value proposition onto the world wide web. This was a basic need, during a time when search engines were less complex, and the web was far less crowded. Good navigation and layout practices (along with nifty software like “Flash”) were used to create an appealing experience in contrast to the multitude of amateurish sites springing up.

Today, small businesses still benefit by meeting with a local web presence developer, but is “web design” really an accurate description of what’s being provided? In some cases perhaps it is, but quite often, there’s much more going on than that.

Is “Tallahassee Web Design” What Searchers Really Need?

Today most small businesses have a web site of some sort, with many others competing for the same customers. In a few cases, a start-up business is in need of a brand new web presence, but in most cases businesses are looking for better results from an existing website that isn’t meeting their expectations.

They may really be looking for an “effective online business strategy” or an “online lead generation system”. But they’re not always searching for that. Searchers looking for these things will probably search for “Tallahassee Web Design” because:

  1. Feedback loops of the past still inform search behavior
  2. That phrase will get them better results than a more detailed and complicated query.
  3. They still want to meet and work with someone locally.

Local web design firms compete to be found for that phrase, partly because it establishes that they can optimize their own websites, but also because they know how prospects search.

We find that businesses who search for a local web design firm are often looking for:

  • a defined online business objective
  • an articulate value proposition
  • a content marketing strategy
  • web-apps that add helpful functionality
  • a successful social media strategy
  • an optimal promotional message
  • an online lead generation system
  • an ecommerce or similar fulfillment platform
    (and so on …)

Notice that the words “web design” do not appear in any of the above,  and yet … many business owners hope to find all or some of these features by performing that search.

Websites That Meet Search Result Expectations

It’s not always exactly what you do that matters to searchers, it’s what searchers expect to find based on the simplest way to express what they need.

We examine search queries to determine how search behavior applies to an advertiser’s specific strengths. We look at what you’re really good at, what you want to do more of, and what helps your bottom line.

And then we analyze the behavior of searchers looking for those three things. And then finally, we develop content that draws that search demand to you, in a relevant way.

We wouldn’t call that process “web design”. We wouldn’t even call it “search engine optimization”.  What would YOU call it?

Website Search Engine Optimization (SEO) – Part II

In Part I of this series, we hinted at a website search engine optimization (SEO) strategy that involved getting website owners or employees in the business of digital marketing.

That may seem like a good way for a digital marketer to plan for retirement. But believe me, there are more technical roles for the digital marketer to undertake than posting on Facebook, or a blog.

Naturally, I post articles related to my business and my profession for certain reasons. Take this post for example. Within a month or so, it will be found by people who are interested in, and searching for website search engine optimization. Some of them may contact me for help in this area.

But no matter what I write about. If it’s interesting and well written, and if it is well optimized for its subject matter, and if there is ample demand for it, it will be searched for and found. That’s a simple fact of modern life.

Website Search Engine Optimization (SEO) With WordPress SEO by YoastSEO is a big part of my business and my value proposition as a consultant and service provider. So I tend to write it about it more than, say, pizza (something I love even more than SEO).

So what about you? What about your business? What about your value proposition? Is that something you can write about? Do you love it? Do you at least like it enough to write something interesting about it, or would you rather try to make your living eating pizza?

Now, as an SEO professional, I have a little bit of an edge over the average blogger – I understand WordPress SEO, I have it installed on this blog, and I know how to use it, optimally.

Some of our customers also have blogs, but most just post on Facebook. After all, doesn’t everybody? And that’s great, because it proves that YOU CAN PUBLISH TO THE WEB. We couldn’t say that 15 years ago when I had just started forming the concept of, a web based marketplace that YOU operated from your own WebAds account (with a little help, when needed).

That concept is more viable today than ever before. And yet getting business owners to write about their businesses is still a struggle.

But it’s my job to help! So our customers (and our newsletter subscribers) will be receiving a special offer to have a WordPress blog installed, with the WordPress SEO plugin included.

The offer will include a hands-on screen sharing tutorial via Google Hangout that clearly shows how I optimize posts using basic SEO optimization strategy (in conjunction with WordPress SEO) using real post by post examples, including this one.

But most importantly, I’m going to show the results, in my Google analytics account, that prove beyond a shadow of doubt, how well these techniques can work.

And these business owners will see how to apply these same techniques to their business, and to their website optimization strategy, to achieve the same great SEO scoring, and results.

I’ll even do a little of the heavy lifting and optimize their first few posts so that they can have a template for success to look back upon going forward.

The offer is going out once in October and once in November, and it’s only going out to newsletter subscribers.

There’s only so much I can convey in a blog about website search optimization – what we’ll convey in the coming live, interactive Google Hangout will go far beyond a single post – but if a single post gets you there, that’s good enough for now.

Inbound Marketing – 4 Keys To Success

Bruce Sutter's Split Finger Fastball
An Effective Inbound Pitch

I recently read an article that questioned the validity of Inbound marketing based on the financials of a company that is probably considered the “poster child” of inbound.

Without getting into that discussion at all, let me just say that the validity of inbound marketing success rests upon one of the most solid foundations of our information age, namely that:

“Prospects are findng your solution at the peak moment of interest – when they are actually searching for it.”

It’s pretty hard to seriously question the logic of that premise, both from a common sense standpoint, and from a financial one.

To truly comprehend the superiority of search engine marketing (SEM) and other forms of inbound over the outbound “spray and pray” methodology of times past, it helps to be a sales veteran of the pre-digital era.

Those experiences will help to inform an effective “digital sales strategy” for today. But we still have to fully embrace and understand inbound marketing to leverage its superiority.
Part of that understanding is that:

  •  not everyone searches the web for solutions
  •  not everyone searches the web for solutions very well
  •  not everyone who searches for YOUR solution finds you
  •  those who do find you, may not like what they find

These are “givens” within the realm of inbound. Once you address them in your strategy, your success will probably increase on an order of magnitude relative to improvements you make in each of these areas. Let’s take them one at a time.

Not everyone searches the web for solutions

That’s why email marketing is still considered a viable component of any inbound strategy  – to convert non-searching email users (a big number to factor into your “sales numbers game”) into potential customers – by directing them to your landing page through a relatively effective means other than search..

Not everyone searches the web for solutions very well

Here’s where it really gets sticky – and where SEO expertise comes in handy.  In my last linkedIn article I covered this in some detail. Of course it’s all about relevance, but it’s about perception too – your prospect’s perceptions – you have to capture those perceptions on their terms , yet relevant to you  (set your expectations accordingly).

Not everyone who searches for YOUR solution finds you

Another given, yet you can minimize this factor in several ways. Email marketing , as mentioned, is one. You may also want to engage in display network advertising if it’s the right venue for you. With display networks, people are not “searching for your solution at their peak moment of interest”. Ratherthey are being “served your message while doing something else online” … based on certain online behaviors which profile an interest in your solution type.

 Those who do find you, may not like what they find

And why should they (after all ) unless you’re rewarding them for being  smart enough to engage your least expensive sales channel (in a very price – sensitive and competitive environment) ?

You owe it to your inbound prospect to at least acknowledge their expedience in the form of a tangible reward of some type – exclusive to customers acquired online.

And if you do, you’ll gain a competititve edge over those who do not. Creativity usually earns dividends here.

Cover these 4 key strategies if you aren’t today, and I would expect your inbound success to grow accordingly. Just measure and monitor to continually reach higher.

Next time, we’ll cover the follow-up outbound call strategy (you’ll eventually have to call about 90% of inbound leads at some point anyway). Here’s where the Truth, the Whole Truth and Nothing BUT the Truth actually pays off in your outreach approach.

Bruce Sutter image source

SEM: The Challenge of Technical Keywords

In our increasingly complex and technical world, we take for granted many new technologies and related terms that didn’t exist 10 years ago. Because searchers on the web have varying degrees of familiarity with these terms, their ability to find what they are looking for varies as well. To say that technical keywords present a challenge in digital marketing would be something of an understatement.

As technical terms and keywords grow continually, so grows the necessity to distinguish the nuances of our technical lexicon.

PPC, SEM and SEO - the challenge of technical keywordsEven in the practice of SEM / SEO , we have growing permutations of technical jargon. So when we market a client’s technical product or service, we should be equally sensitive to the many variations of terms that could  veer quality searchers away from our content. We should also be on the lookout for close match searches that bring the wrong kind of searcher to our online destinations – because we can be paying dearly for “clickers” who bounce away (leave our destination) quickly – which has negative consequences beyond just an irrelevant visit.

With SEO, we look at webmaster tools and analytics to determine what search terms are attracting visits, and we make a judgement call about the value of those terms – and based on that, we adjust.

With SEM, we use AdWords Dimensions to track terms that trigger paid clicks, and fine tune with negative keywords and keyword matching options. Let’s talk about that for a moment, and try to close the gap between what we think Google is supposed to do, and what we observe it actually doing in practice.

If you’ll look at the link above, at the way Google defines phrase match and exact match, I think you’ll find that in practice, query matches tend to be much less restrictive than those simple explanations provide. And this tendency is greatly magnified in the realm of technical jargon, due to the burgeoning of technical terms that correspond to similar (in the mind of the searcher) yet irrelevant (in the mind of the advertiser) offerings.

Let’s say you’re a manufacturer of high tensile strength coated fibers that are superior to steel cable in bridge suspension applications for the construction engineering industry.  You may need to avoid being confused with fiber optic cable manufacturers who supply a completely different product to the telecommunications industry.

Or you could be a service bureau who provides optical scanning services to convert contracts and invoices into digital format for a line of business workflow database – and somehow be confused with providers of digital converters for analog television sets.

I know it sounds absurd, but I’ve seen both, and I’ve seen searchers click on Ad text that has NOTHING to do with what they are searching for. In fact, I’ve literally seen them do this in droves (to my complete dismay) partly for the reasons cited above.

Clearly, as the complexity of your offerings increases, variations of exact matches will need to increase as well.

We have to remember that in our technical world, there are many levels of acumen and understanding. These levels range from novice searchers just beginning to learn how to effectively find their target destinations on the web, to advanced searchers who are far more likely to search more narrowly and click more precisely.

And keep in mind also that search perspectives can vary by measures beyond intellect or sophistication alone. A CFO will not search using the same terms as a CIO – but both can be influential in a complex enterprise technology sale.

Objective: Quanitity of Clicks or Quality of Searcher?

In our Adwords campaigns, when we see a keyword beginning to dominate impressions and clicks, it’s generally a good indication that the term is too broad. That’s when we peer into the Adwords Dimensions tool and look at the keywords that are generating clicks.

When we do that, we begin to see a whole new dimension of what is being searched for, relative to our marketing intent. And as with any other metrics tool, we adjust accordingly. Then we begin to ask ourselves, “Who are these searchers?” Are they decision makers, influencers, or even obstructionists? Are they employees of our target accounts, or are they our own competitors, or perhaps industry analysts?

They could even be potential partners searching for ways to support their clients, who in turn support our efforts (as partners – which sometimes occurs) in our high-dollar complex technology sale.

The term “Dimensions” is quite fitting for this AdWords feature tab. I highly recommend exploring it, along with each of the 12 drop down views below, especially “search terms”. Using Dimensions, you’ll be able to fine tune your matching and decide where exact matches need to be used.

But you’ll gain more than that – you’ll begin to gain the perspective of your searchers as they arrive at your content. And that perspective is invaluable.

Redefining Your Keyword Strategy

As businesses mature they tend to spend a lot of time refining their keyword strategy. This approach includes looking at existing keywords and measuring their performance in various ways.

Don't overcomplicate your keyword strategy ...Inspecting and managing keyword performance is important, but in our ever-changing world, defining (or re-defining) your keyword mix can be equally important.

In fact, this may just be the most important part of “refining” your strategy, especially in our ever-changing world of technology.

How Did You Originally Define Your Keyword Strategy?

Assuming you did it correctly, you probably originally established your keyword mix by answering  a few simple questions, like:

1) What are we really good at?
2) What do we want to do more of?
3) What makes us successful?

Now there are more questions we could ask, like “what is really profitable for us?” or “what do our customers love?” and these are good sub-questions to ask. But in essence, they pretty much fall under the three questions above, or some variation of those.

The objective here is not to limit yourself to three questions, but rather to take a sometimes overcomplicated idea and make it simple.

In the world of B2B software consulting for example, a system integrator might have a difficult time just answering those three questions (believe me, I know) because the answers are pretty much in a state of constant flux.

Software partners are constantly changing their licensing or pricing structures, new versions and new features constantly come to market. New acquisitions can come into play, new talent appears, and opportunities for new business (along with prospect focus) can change fairly regularly.

Keyword  Content Gets Indexed More Quickly

In the early days of SEO, the time it took to for spiders to index a new page or keyword change was typically about 60 days. But today, with the prolific growth of search engine spiders, databases and algos, content changes or additions can take effect in search results much more quickly.

In the case of social media,  ideas or offers can be seen immediately, and promoted across multiple networks. And, in our webmaster tools accounts, we can ask Google to “fetch” our changes literally on demand.

Today, it’s a matter of days, even hours (not months) for content to be indexed, liked or shared.

How Will You Refine Your Keyword Strategy?

While some businesses stick to a branding strategy of consistent keywords that speak to their unique and enduring strengths, not all businesses are so lucky as to have earned the status and brand recognition required to rest on their laurels.

There is no truer proof of this than in the very competitive realm of technology development – because inevitably (and by definition) technology is always changing .

So we always have to re-evaluate our original questions, with our emphasis placed on the context of “TODAY”.

What are we really good at TODAY?
Our business has probably evolved (even traditional businesses do, to some extent) since we established our original keyword mix. We have probably hired new people, developed new talents, created new offerings and opened up new markets as a result.

This is an excellent time to practice the art of story telling on our company blog, which articulates that evolution – rich with those new keywords. Who are the champions of these positive changes? Can we tap into their expertise to really tell the story accurately and credibly?

What do we want to do more of TODAY?
We ask this important question because the reasons behind “why we want to do more of this” can be many, and not so obvious. There may be strategic partnerships that could be strengthened, there could be new, high margin opportunities available, or certain strategic rewards could be enabled, that are beyond the surface.

Again, leadership within the company deserves to be aware of the power of a refined keyword strategy toward furthering these goals – both those that are apparent, and those which have a deeper long term purpose. We can guess at the obvious, but we have to ask the question before the answer “either surprises us or not”. If we are surprised, even a little, the question was well worth asking.

What makes us successful?
This open ended question is meant to be more thought-provoking than the knee-jerk response of “making money”. Sure, the profit motive is a very important consideration, but what gets us there? Happy customers? Happy employees? Happy partners? Happy regulators? So when we put some thought into this, it’s again worth devoting some time to the less obvious answers.

There’s absolutely nothing wrong with devoting a  blog post or a social mention to something that indirectly contributes to your success, especially if you want to build that enabler and grow that aspect of your business.

By starting with a simple foundation when defining your original keyword strategy, and by asking the right key people the right questions TODAY, you’ll have an organic, evolving keyword strategy that always taps into the relevance of your evolving business strategy.

Refining your keyword mix is certainly pertinent to the larger SEO strategies we talk about in other articles. In fact, you’ll probably notice a common thread among all our articles which support the larger idea of a comprehensive marketing strategy.

In that comprehensive strategy, each component strengthens the other, so that you are leveraging specific best of class techniques to support the broader strategy.

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