Search Engine Optimization (SEO) is heralded by many as the silver bullet that can push your websites (flagship or micro) to new heights in search engine results. While it may not be a silver bullet, it certainly needs attention. SEO offers no guarantees of number one rankings in your keyword search results, but it can help attract to your sites motivated prospects who are looking for your products and services. Here are nine key tactics that can help maximize your SEO efforts.

1. Identify the keywords most relevant to your company/products—the words and phrases prospects use in their search for you. Keep your list to around 300 characters within the keyword section of your HTML code.
2. Integrate keywords into web page copy. Focus each page on only one or two keywords. Use them in headlines, the first paragraph and as they naturally flow in copy.
3. Create unique title tags for each page. Include keywords and use no more than 60 characters to describe the content of each page. Embed these metatag titles in your HTML code.
4. Entice visitors with metatag descriptions. Used by many search engines as the site text on search results pages, use this limited real-estate (<145 characters) to differentiate yourself and compel prospects to click on your site.
5. Eliminate navigation barriers by providing clear pathways to all pages. This helps users find information easily and search engine spiders index your site faster.
6. Create an XML sitemap...and keep it updated. They are becoming the standard for crawl submissions, helping users navigate easily and guiding spiders through your site.
7. Add internal page links using keywords. Even with a clear navigation system, adding internal page links in text using your keywords helps spiders through your site while offering navigation options to users.
8. Seek incoming links to your site. Quality is better than quantity here. Get incoming links by submitting articles and press releases to industry trade media; ask industry partners, distributors and trade associations to link to your site; get active in social media, comment on industry blogs.
9. Keep content relevant, updated. Content is king on websites too. Search engines and other websites are looking for quality, relevant, updated content to index and link to. Write and publish articles and white papers, post press releases or start a blog. Keep visitors coming back for the latest new thing.

Footnote:
Resources: The Marketing Maven, “SEO Tips for Industrial Marketers,” 6/18/09; BtoB Magazine, “Key tactics to maximize your SEO efforts,” 2/9/09

Shorey & Associates recently launched a new multi-level vertical market branding program for Patterson Pump Company of Toccoa, GA. Patterson’s heavy-duty pumps and pumping systems serve four distinct vertical markets, including fire suppression, HVAC, plumbing and municipal clean and wastewater applications.

“A multi-level brand approach can be very effective within a vertical strategy,” said Day Shorey, agency president. “Particularly within an environment shaped by mergers and acquisitions, this approach gives you the flexibility to apply the one brand best recognized by a specific market segment. Having helped Patterson develop a strong corporate brand identity, we believed that equally strong branding initiatives applied to these four key vertical markets would bring a laser focus to all marketing efforts.”  

Shorey strategists completed vertical market assessments and drafted integrated brand strategies for each of the four targeted markets. Agency creatives then defined brand personalities and developed names and identities, including logo design, for each one. 

The agency developed print and digital ads with links and drivers to four new vertical market microsites. Each microsite provides easy access to more in-depth product information for each market. Collateral material and new market-specific booth graphics reinforce each of the new brand identities. Trade press releases introduced each new market brand on a measured roll-out over several months.

With a goal of protecting share in established markets while gaining share in newer markets, the highly focused, vertical branded products enjoy a growing position of strength—building momentum that will carry each one through the peaks and valleys of present and future business cycles. 

Shorey & Associates has selected Bob Jones University senior Anthony “Tony” Beninate to participate in the agency’s spring 2009 internship program.

“It’s always great to see a fresh new talent join our team,” said Day Shorey, agency president. “Our intern program exposes graduating seniors to the unique challenges of considered purchase, B2B marketing. Under the direction of our experienced staff, they learn how to apply their academic skills to creative selling messages aimed at the complex industrial and technical markets. By actively participating in multiple phases of client projects, they walk away with a rich and rewarding experience.”

As part of his internship experience, Beninate will assist Creative Directors Steven Cox and Melinda Witty in creating and producing layouts and artwork for both web and print delivery.

Beninate will graduate from the university in May 2009 with a BS in graphic design and a minor in photography. A native of Burlington, NJ, Beninate is an avid ice hockey enthusiast and enjoys writing and recording his own music.

To help boost communications ROI, more marketers are employing interactive direct mail productions to focus on lead generation and improve customer relationships. But in migrating from traditional print direct mail to digital, there are some key points to keep in mind.
 
IDM Top 10

1. Don’t view interactive direct mail pieces simply as postcards in digital form. View them rather as ultra-targeted "websites" that can be delivered straight into a prospect's hands. 
2. Use digital tools correctly. Audio and video are great ways to enhance your message. But if overdone, they can also distract or even leave a negative impression. 
3. The first step should always be a thorough audit of your target audience.
4. Since your prospect has greater navigational control over the digital experience compared to print, make sure both the content and structure of your message are as relevant to the recipient as possible.
5. Consider the implications of the deliverables. CD, DVD, USB drive—which format is most compatible with your message and preferred by your prospect?
6. Invest in great packaging that is truly unique and features a very compelling call to action.
7. Don’t forget to budget testing of alternate designs and verbiage to optimize strategy.
8. Employ campaign metrics—digital productions can be built to capture detailed data, helping you to identify which calls to action and packaging were most effective.
9. Streamline lead capture—build in formats that enable interfacing with your CRM system. 
10. Use the captured data to refine strategy and empower the sales team with better qualified leads. 

Take the plunge. Invest your interactive direct mail with a two-way flow of information. You’ll be pleased with the optimization potential for your message development, audience segmentation and sales lead qualification. Not to mention your communications ROI!