Why It’s Never Been More Important to Have a Search Strategy


In online marketing, buzzwords like search engine optimization (SEO), paid vs. organic placement, and search strategy are all tactics used for online promotion. These fundamental concepts and methods create a 360° approach, but let’s talk about why it’s never been more important to have a search strategy. Picture navigating an urban highway without knowledge of where to go. Probably not a good idea and completely unnecessary, especially since 99% of people have a hand-held, live map (strategy) at their fingertips to plan how to get from point A to point B. Let’s equate that urban highway to Google, the information superhighway. Between eight and nine billion searches are done daily, and without a robust search strategy (plan) to gain website traction, your website will most likely get lost.


Why is it so important to have a search strategy? 

 Creating and implementing a search strategy is like building a foundation or infrastructure for your website. Some groundwork is necessary to make this foundation, including defining a specific goal (which should be more than just increasing traffic and traction to your website), identifying your target audience and demographic, and researching competitors. Becoming a trusted website equates to top-of-mind awareness with searching and organic placement. It’s a win-win.


Search Strategy Reality:

 Content: Content is indeed the substance of a quality search strategy. Reliable content is what draws or links visitors to your website. Search engines analyze the importance and ease of information provided and the popularity of your website when it considers placement. Not all SEO techniques are considered “good” in the eyes of search engines, which will land you last or de-listed altogether.


Keywords: Keywords are relevant, competitive, and could be considered a quality control strategy. Keywords are phrases or groups of words that are descriptive of your website. It is important to note that sticking to your niche and avoiding broad terms or keywords will help eliminate “bad” or useless traffic to your website.


Pay-Per-Click (PPC): PPC is a strategy implemented to garner immediate traffic to your website; think Independence Day or Halloween sales. While highly effective, it can be a budget drain if not managed. In basic terms, PPC allows you to choose or bid on a word or phrase that gets directed to your website or URL when searched or clicked on. The opposite of PPC is organic search results. Organic results are unpaid, based on relevant user search results, and cannot be influenced by advertising.


Ask yourself, what is the objective of your website? Is it content-related or product sales? The goal is to create a working marketing search strategy utilizing PPC, SEO, content, and keywords coupled with a user-friendly, well-designed website to fulfill this objective. YCS Marketing understands the importance of devising a unique, goal-oriented search strategy, designing a custom web identity, content creation, and SEO for organic placement. 


Visit us @ www.ycsmarketing.com.