Search Engine Optimization is a powerful tool. In the battle for online presence, a well-targeted SEO strategy can direct internet traffic to your advantage. The problem is when content and keywords are not properly managed. When companies are not intentionally capitalizing on this tool, the lack of effort surfaces quickly and they are left to react. Take a look at the following example from 4MAT:
A few years back the Ladders launched a new job board in the UK focusing on candidates earning over £100k. They were an extremely successful business in the US and wanted to replicate this here. What better way to launch in the UK than along side one of the country’s most loved sporting events – the tennis at Wimbledon. Running these ads during the tennis must have cost them a fortune…
But did it have the desired effect?
The website address www.theladders.co.uk only appeared on the screen for a relatively short time. If, like me, your first port of call is Google to find new sites and you typed in key phrases related to “ladders recruitment,” “ladder jobs,” “the ladders,” “£100k jobs,” “100k jobs tennis” and a whole host of other phrases … you wouldn’t have found them either. For all the money they had spent on launching a new site, designing a site for the UK market, shooting an advert and getting the ad on TV during a prime sporting event they hadn’t bothered to think about the search engines.
Search Engine Optimization is a direct reflection of consumer needs – it requires constant attention and updating to remain competitive. The results you will see are directly impacted by what you are willing to put into it. To quote Marni Weinberg from www.morevisibility.com, “your website should not remain stagnant and will never be 100% optimized, but more like a work in progress, with ongoing tweaks along the way.” Precisely.
So, how do you remain proactive? In response to the demands of SEO, Evolve Systems has decided to equip our followers with a couple of options: On Tuesday, February 22nd, we will be hosting an SEO seminar from 10:00-11:30am at our office. Feel free to register through our website if you hope to attend and increase your awareness.
For our clients, we have recently introduced our new Website Maintenance Plan. While the websites we design, build, and launch for our clients are easy to use and maintain, sometimes the biggest obstacle in keeping up with SEO is time. Our Website Maintenance Plan addresses this issue, among others, and allows us to update content and keywords for our clients regularly through a monthly plan.
Never stop learning, never stop improving, and be sure to stay tuned for more tips from Evolve Systems: