SEO Strategy Development

At StratiMind, we believe that it is important to develop an effective SEO strategy in the context of the overarching corporate and marketing strategies. Accordingly, we generally follow the following process for SEO strategy development.

2. 1. Corporate Mission, Vision and Strategy

We begin the SEO strategy development process by working with our clients to achieve clarity around key strategy elements including a Situation Analysis (or "SWOT Analysis": Strengths, Weaknesses, Opportunities, Threats)

• Installed Base Buying Patterns, Attrition
• Customer Satisfaction Research & Analysis
• Brand Research & Analysis
• Competitive Research and Analysis
• Marketing Strategy, Brand Strategy, Overall Goal-Setting
• Market Segmentation, Sizing, Analysis
• Value Proposition & Messaging Development/ Validation

6. 2. Target Customer’s Online Information Needs & Behaviors

Next, we zero in on the target customer’s needs and preferences in order to build a profile of their ideal web site. We accomplish this through primary research and analysis of customer needs and behaviors as follows:

• Use of the Web at Each Stage of the Online Buying Process
• Web-based Product Research Needs, Methods & Resources
• Most Popular Search Engines and Directories
• Keyword Search Terms Used

8. 3. Web Site Assessment

Once we develop a common understanding of the web site, we turn to the existing site and examine the parameters that determine its value and visibility to target customers:

• Search Engine Position Analysis
• Current Traffic Referral Source Analysis
• Web Site Visitor Segmentation and Analysis
• Current Web Site Content vs. Needs
• Content Analysis of Competing Sites
• Click-Through, Click-Path, and Conversion Analyses

9. 4. SEO Program Historical Analysis

With a shared understanding of the website's design and performance, we then meet with the marketing team and review what has already been learned about in more detail SEO experience to date, including keyword phrases used by target customers:

• Program Design & Execution Assessment vs. Best Practices
• Program Results Analysis, Conclusions

10. 5. SEO Program Planning & Development

Finally we pull all the information together, and synthesize from it the SEO strategy and specific mix of page-level and site-level optimization and link-building programs to accomplish that strategy. This process also includes defining measurement metrics to be used:

• Keyword Phrase and Page Selections
• Website Optimization Process, Deliverables and Schedule
• Skills, Software and IT Support Requirements
• SEO Program Measurement and Tracking Requirements

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