My personal approach to digital marketing is simple but very analytical and driven by data and content. This is also replicated in the philosophy of Up Your Rank and its partners. Virtually all my campaigns over the years have resulted in over 1000% ROI and it is that as well as high quality reporting and insuring the customer is kept in the know that naturally results in a very high client retention of well over 90%.
Selecting Keywords for a campaign does provide a basis for what to target but is not a core focus for my SEO customers. I believe a long-standing SEO we should endeavour to bring the site up on the search engines as highly as possible, for as many keywords as possible, not just a few we think people are looking for. Therefore, the more keywords we have exposure for the more data and insight we have around the searches that are working the hardest for us. From a financial point of view it is these searches we should always reinvest in.
Not only that by optimising for many more than a few selected high profile queries in Google we also get to pick up the endless variety of long tail keywords that often get forgotten about. As PPC data tells us it is these that often work the hardest for our business. Using this approach, we always find we are getting beneficial business result before or core keywords have hit page one and my clients see a positive ROI sooner than expected.
As well as this approach to keyword targeting using data gives us the opportunity to drop in one off tactical and strategic campaigns for dynamic fast paced products and services. By planning ahead, we can always be in a strong position for SEO on seasonal items leaving the competition behind while they try to catch up after the event has started.