Maximizing Your Search Engine Promotion Productiveness
An important element to being productive in search engine promotion is to continually
stay focused on the goals of your web site campaigns. When I say "stay
focused" though, what comes to mind? Most likely you are thinking, "concentrate
on what increases relevant traffic." While that is one way to stay focused
and is also an important element to being productive, it will not make or break
your successful promotion efforts alone.
I have found time and time again, that your ability to stay focused in this
industry is the key to high levels of achievement. When it comes to the search
engines, results and ranking algorithms change daily. You need to be mindful
and proactive in order to be most successful.
In most promotion campaigns, the tasks of organic optimization, PPC management,
submissions and link popularity all mix together in front of your eyes. After
having worked in the industry long enough to meet many professionals, I would
caution you to be careful of one thing I have seen in myself and others
the tendency to jump from one task to another.
Most promotion campaigns have those four major tasks involved. By starting
one of these tasks, putting it down to work on another, then picking up the
first one again, you will substantially increase the time needed to complete
just one of those items. Again, I have experienced this myself many times, so
trust me on this one. When you juggle the tasks of optimization, it simply is
not possible to give anything your undivided attention.
So why is this important? Isn't a half-completed link popularity campaign better
than none at all? Aren't three search engine submissions better than none at
Sure, having any one of these tasks even partially completed will help your
site immediately in terms of search engine promotion. But please bear in mind
that the days of mediocre efforts paying off are long gone. In order to have
any web site successfully promoted in the search engines, you need to devote
yourself to full time efforts. Those efforts are much more productive when you
can concentrate on one element at a time.
Many times, managing one of these tasks will have to rely on someone else's
input. For example, conducting submissions may require you to clear submission
fees for directories like Yahoo or engines like Inktomi. With link popularity,
it is not uncommon to have to clear potential link partners through legal review
for brand compliance and corporate approval. Any time you need to obtain outside
input is another potential loss of optimal time management, so try to coordinate
your efforts accordingly.
Another key to maintaining successful task completion in search engine promotion
and marketing is to remain extremely observant. While you check through traffic
and statistical reports, be sure to document as much information as possible
in a quick format. I personally use Microsoft Excel to track the projects I
manage because it is quick and will interface well with publishing reports for
clients and upper management to review.
With our marketplace being so dynamic, and with the engines being so unpredictable,
I would like to share with you some additional ideas to help keep you organized,
efficient, and productive as you work on your search engine promotion campaigns.
- Confirm meetings with management or clients before you begin a task. By
knowing when you will need to present information for review, you can allocate
your time more effectively. Once you can see on a calendar what is due when,
you can much more easily focus on single tasks at a time.
- Create a productive environment. In today's world of casual work environments,
you have a lot of freedom to dress and decorate your work area as you would
like. But when doing this, keep productivity in mind. Do not allow distractions
or clutter effect your work space and keep as many helpful documents on hand
and within reach. Some great that I like to have around include Bruce
Clay's Search Engine Relationship Chart as well as the Bare
Bones Guide to HTML.
- Set aside times each day to check in with industry resources and message
boards. Staying on top of current events and news allows you to think more
about the industry and can often give you great ideas to keep promotion efforts
moving forward. Sites like Webmaster
Engine Guide, SEO Today and ISEDB
all come to mind for me.
- Set priorities for your tasks and set priorities for fun. Spending hours
staring deep into code and server log files can kill your ability to think
clearly. If you have access to an exercise area or just great weather -- be
sure to get up and get away from your desk a bit to clear your head. Some
of the best ideas I have come up with have been thought up while taking a
walk around our office park or while playing basketball at lunch time. For
some colleagues of mine, just taking a leisurely drive through some quiet
roads helps to clear their minds. Whatever works best for you, it is important
to have some sort of outlet.
- Without distracting yourself, ask yourself if what you are doing is necessary
and important to accomplish your goals. You should have a good mental road
map to your objectives and site's success. If you find that what your doing
is irrelevant, rethink why you are doing it. I recently read a quote by Hyrum
Smith of Franklin Quest that I feel applies too well to those working hard
in this market... "You can be very busy without being effective. What
is important is to learn how to do what matters most."
- Be careful not to be distracted by others imposing their priorities on you
- wanting you to do what is important to them! With more and more news sources
discussing search engine marketing and promotion, more senior level managers.
- Always remember that you are in control of something enormous. Search engine
promotion and search engine marketing is only a tiny facet of online marketing...
for now. While less than one percent of marketing funds go towards online
marketing, major corporations and small businesses alike can generate significant
and immediate growth. With that in mind, remember that it takes discipline
to stay focused on those things that are important to you, job wise and personally.
If you find my focusing and organizing ideas useful, please share them with
your friends and colleagues but not your competitors! As always, please share
with me your ideas for further concentrating on -- and making the most of
-- your search engine promotion efforts.
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