Chapter 06: Designing Your Search Marketing Strategy

 In today's digital age, having a well-designed search marketing strategy is essential for businesses looking to reach and engage with their target audience. This chapter will provide you with valuable insights and practical tips to help you optimize your search marketing efforts and leverage analytics to drive meaningful results for your business. By the end of this chapter, you will have a clear understanding of how to develop a successful search marketing strategy that will help you achieve your business goals.

Most SEO training focuses solely on traffic. The objective is mainly to position yourself at the top of Google. But as you can see, people search for information on multiple channels, so there's no reason to limit yourself. If ranking on Google is not possible, ranking #1 on Pinterest or YouTube might be a better option. And traffic is not the end goal. Conversions are. So think beyond traffic. Clearly promote your ascension path within your assets, thoroughly explaining what they should do after consuming your content.

When sites don't do search marketing, their traffic tends to come from Direct or Email. However, once search marketing has been implemented, you will start to see more balance. You want to track how many websites are linking to your site. You'll want to run this report monthly or quarterly to keep track of how many websites are linking to your site. That number should be trending upward, with more and more quality sites linking to you.

Go to Google Analytics and find the pages on your site that receive the most traffic. Think about the next logical step for traffic to those pages. Place a call to action (CTA) somewhere on the page that takes visitors to the next step. This is what search marketing is all about. It's organic, so it's free money. And all you need to do is put an ascension path on your high traffic pages. It's the same on YouTube. In this example, the video title is optimized for the keyword "save money on groceries."

One of the most important aspects of a successful search marketing strategy is tracking and analyzing results. Using tools like Moz Open Site Explorer, MonitorBacklinks, or Ahrefs, you can monitor the quantity and quality of backlinks to your site, as well as other key metrics like keyword ranking and organic traffic. By regularly reviewing and analyzing this data, you can identify areas for improvement and make data-driven decisions to optimize your search marketing efforts.

In conclusion, a well-designed search marketing strategy is essential for businesses looking to succeed in today's digital landscape. By focusing on conversions instead of just traffic, promoting your ascension path, and leveraging analytics to track and analyze your results, you can optimize your search marketing efforts and achieve your business goals. With the knowledge and practical advice provided in this chapter, you will be well equipped to develop a successful search marketing strategy and generate significant results for your business.