If you are unfamiliar with SEO but want to explore it as a marketing alternative for your IT or technology company, this article gives you the basic understanding you need to make that assessment and launch a successful campaign.
SEO, or search engine optimization, is widely used in the IT and technology sector. The two primary goals in any SEO campaign are:
IT and technology companies are attracted to SEO for several reasons.
If you’ve done any online research about SEO, you’ve probably encountered several contradictory ideas and pieces of advice. Since SEO best practices change frequently, information quickly gets out of date. These misconceptions must be avoided.
SEO has very specific components. Each must be executed well, or the whole campaign will get limited results, no results, or if things are really botched, negative results. Here’s what goes into an SEO campaign.
Keyword strategy for IT and technology companies can be a little tricky. First, you must decide which buying stage to target — researchers, comparison shoppers, or people ready to buy. Some campaign budgets cannot support all three. Second, you must really understand your target buyer, so as not to target keywords that are too technical or too general. Third, you must think about how product/service updates and innovation will affect the lifespan of your target keywords. SEO is a long-term proposition; keywords likely to be out of date in a year or two may be poor choices or require expert handling as the campaign progresses.
Now that you’ve considered all this, you may still wonder if SEO is the right Internet marketing choice. To succeed, you will need:
If these four areas are favorable to your situation, your company has an excellent opportunity to thrive with SEO, both in the near term and long term.
Brad Shorr is Director of Content Strategy at Straight North, a Chicago-based Internet marketing company that specializes in SEO. With decades of marketing, sales, and management experience, Shorr has written for leading online publications including Forbes and Entrepreneur, and for the American Marketing Association.