“The Three ‘R’s” is my basic philosophy on SEO strategy. It’s where I begin when starting any new content or search optimization project.
Optimize your site for specific key words and phrases that address your specific target demographic. Your key words and phrases should be common and standard terminology in the industry for your product type. They should be words that someone would actually use to search for your product. If you have more than one target demo – like wholesale contractors and homeowners – with two very different information needs, you will have to optimize your site along two distinct paths to reach these two demos effectively. The bottom line here is that your optimization efforts have to focus on reaching the right people.
Based on your key words/terms, create content that is relevant and valuable to your target demos. It must address their specific information needs, be differentiated from that of your competition, be considered valuable by your potential customers, and be accessible as they need it. Things like “How Tos” for your home owners and project calculators for your contractors might be examples. Here, the focus is on providing the right people with the right content at the time they need it.
You have to build a relationship with your customer. Weather you go the “trusted advisor” approach by consistently adding new and valuable content and making your customers aware of it, or the “community host” approach by actively cultivating a rich online community, the relationship aspect will be integral in establishing your brand over the long term.
What do you think? What’s your philosophy?