Search Engine Marketing Home / News and Events

The Search Marketing Advisor Newsletter Article:
June 2009, Volume 8, Issue 6

search engine marketing

Social Media: Search Strategies & Website Goals: 5 Tips to Achieve Alignment

By Amanda Lurvey, Search Marketing Analyst, iProspect

Search marketers need a clear understanding of website goals so they can best complement and support a website. Likewise, Web developers need to be aware of the search strategies employed for a site in order to understand the impact their decisions (navigation, content, design) will have on its overall Web presence. Considering that, it's critical that the two sides be in alignment.

Failure to align search strategies with website goals can have a number of adverse effects. For starters, measurement becomes unproductive. Without knowing which metrics are most important to the success of the website (seeing goals met), the search strategy will flounder. In addition, it can also impact the audience because if the search messaging is not properly coordinated with a website's agenda, customers may go astray. Lastly, accountability can become a challenge. If specific search efforts aren't attributed to a goal for the website, then what are those search efforts responsible for?

Achieving alignment between your search strategy and website goals requires constant monitoring and regular adjustments. Below are five tips that should help you get the job done:
  1. Define a clear goal for the website and communicate it regularly to those who contribute to its success. While this may sound basic, it is a key component in crafting the best search strategy possible for the brand. Search marketers who try to develop a strategy without it are shooting in the dark.


  2. Connect the most valuable action that users take on the website to part of the measurable search strategy. Doing so can be tricky - especially for a non-e-commerce site - but this information will help you learn what keywords, messaging, and preferred landing pages drive the best return on investment.


  3. Ensure a cross-channel marketing effort is continuously intact. If traffic is sent to the website through various ad means, incorporate them into search as well, and be sure to tap into the ad copy for potential search terms. This is essential in producing a consistent brand message to all consumers.


  4. Look to historical search data and consumer feedback when developing and updating website content. This is one of the best ways to give consumers what they are looking for, and help retain current website users. This data will help you determine popular search term trends, keyword variations, and successful messaging.


  5. When engaging in social media, ensure that you have defined goals and strategies for the channel that complement those of your primary website. Brands that succeed at social media have established goals for the channel and understand that by participating in social media they are having an ongoing conversation with their customers.
While these topics may seem basic, they play a key role in creating alignment between search strategies and website goals. In the ever-changing search environment, regularly reviewing these tips will help you achieve a more precise and efficient search campaign.

Click here to subscribe to the Search Marketing Advisor newsletter now.

Learn more about iProspect's Search Engine Marketing Services.

Search Engine Marketing Studies



Inquire About iProspect's Services
Access FREE White Papers and Webcasts
Subscribe to our FREE SEM Newsletter
View Upcoming Events and Webcasts
Read Our Bylined Articles
Terms of Use | Privacy Policy | Contact Us | Sitemap
© 2010 iProspect. All Rights Reserved.