Essential to SEO: Reach, Relevance and ROI

Essential to SEO: Reach, Relevance and ROI

Published: December 12, 2011 by Jessica Schanta
Categories: Brand strategy, Data, Website development

If you haven’t thought about search engine marketing (SEM) or search engine optimization (SEO) yet, it’s time to jump onboard the search train. Think about some of the goals of your marketing campaigns – building awareness, boosting ROI, and increasing conversions. What do you think your company’s website is for?



One of the most important goals of marketing is to increase brand awareness. The great thing about online advertising is that marketers can target consumers at any time during the buying cycle. Social media allows us to reach our consumers in a timely, efficient and measureable manner.



Analytics help you make decisions about your brand. When we optimize new insights and data, we optimize our marketing budgets. This is why it is important to select relevant keywords for your SEO campaigns. Your consumers (potential and current) use search engines like Google, Bing and YouTube to find information regarding your products/services.



We are urged to keep our content relevant.  People won't click through pages of the search results to find information. Instead consumers are going to trust that the most relevant results are ranked the highest on the search engine results page (SERP) – since these are what the search engines consider the best performers.

So what can you do to increase your online visibility?

  • Keep your content relevant and keyword rich
  • Optimize your SEM investments by leveraging analytics
  • Reach out and respond to consumers through conversations

Don’t worry it’s not too late to start your SEO campaigns – just keep in mind the 3 R's: reach, relevance and ROI.