Between inbound and outbound marketing programs, it’s essential to build a strong SEO foundation. This is for brand new Websites, Website redesigns, and new Content Management System rollouts.
- People frequently search online to find what they need using the major search engines, specialty search engines, directories, and other Websites. SEO can help sustain long-term growth in these areas.
- Working with a marketing automation platform, it is always good that landing pages and sections people click to are ready to rank for SEO.
- Pages linked from PPC, SEM, and display ads can get indexed and used for SEO. This happens when people share or link to pages they find from online ads.
- If you don’t think print ads, tradeshows, or events align with SEO, think again! When people go online and type in your URL (or save time and search through Google), those visits can result in emails, social media shares, Website links, or articles.
- When your SEO program has scaled in weeks or months to deliver results that exceed your expectations, you may be able to spend less on ads. The extra spend could be focused on more SEO projects.
Launching new projects live on a Website can be exciting. It is easy to imagine how immediate the results can be and then get surprised after launch that things were better or different than you hoped. Here are four techniques to help succeed when launching projects online.
Test New Projects With Paid Ads
Paid ads through your SEM program can speed up tests for new functionality. You can basically turn on the faucet with text or banner ads and within hours or days have enough data to make next decisions. Some good examples where to place paid ads are through Google, Facebook, LinkedIn, etc. If budget is low you could consider SEO, content, social media, and email marketing to choose from. If there are significant SERP rankings already as well as a social media audience, data can build faster without increasing ad spend.
It Helps to Test and Just Get Started!
Quite often, a new project that eventually will work (or won’t work without edits) may take longer than expected to launch. Reasons may be that it is more complex than expected, stakeholders need to be involved for more meetings, or team members are too busy on other projects. While these are all real reasons a project may get delayed, there are many projects worth getting something moving faster (whether just pushing live or using A/B testing). Since there will usually be unexpected insights learned from a new project, some data will be accrued when the project is ready to launch in full. This can help when you need to make course corrections, and ultimately mean building more successful projects.
When in Doubt, Start Small
If you’re worried a project may waste ad spend or get SEO rankings penalized, start small with less pages, a small section, or a site that isn’t important.
Experience Can Save a TON of Time
If you’ve been rolling out projects in different verticals and monitoring metrics closely, you can work on building a stronger foundation based on real experience. With more types of projects you roll out and industries you work in, you can start to notice trends, similarities, and differences.