6 Tips to Help Build Your SEO Strategy
Since David’s company benefits from direct sales, he is leaving money on the table when his customers find that sites such as Amazon.com show up for more than their fair share of these queries, while his own site, DavidCo.com, is often nowhere to be found. With a bit of SEO elbow grease, he should be able to rank for a much wider range of queries containing the words “getting things done.”
6. Prioritize: Pick one brand name to start.
Is that spreadsheet of branded keywords starting to look a bit overwhelming? As your strategy starts to take shape, you’ll quickly realize that you can’t do it all. Truth is, you shouldn’t even try. The key to successful SEO is to have a clear focus. That focus hinges on understanding the nature of the keywords that you target.
If this is your first SEO project, consider choosing either a new release or a backlist title that does not yet have its own dedicated Web presence. This is a great way to practice SEO, because existing Web sites often come with baggage, and attempting to optimize an old site can lead to mistakes that trash previous SEO successes. Since brands typically come with their own “long tail” of keyword phrases, you’ll probably find that optimizing a brand-new site for each of those terms will be more challenging than expected.
Of course, branded keywords are just the beginning. Once you’ve figured out how to consistently optimize for your branded keyword universe, you will find yourself better prepared for the more competitive arena of optimizing for more generic category keywords.
Book publishers such as Random House, Fodor’s Travel, Pearson and O’Reilly Media have enlisted Jamie Low’s expertise as a SEO strategist, consultant and trainer for their in-house search marketing initiatives. He is the principal of consulting firm SearchEngineMarketing.com, a founding partner of the Joblr.net Search Marketing platform, and has recently launched SEOforBookPublishers.com.