Brand Discovery: This is the classic

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If nothing else, you might consider buying ad space from the pages that rank atop the results - especially in today's market, buying CPM ads can be even cheaper than paying the engines through PPC. Niche Research: This is often the first opportunity you'll have to rank, but only if you don't ignore the indirectly relevant (though sometimes less obvious) keywords in the discovery process. Put yourself in a customer's shoes (or, better yet, talk to lots of customers and hear how they've done this), find the achievable keywords one step above your direct acquisition channel and get to work on some great content that can earn a spot in the top 5-10 listings.


, SEO-as-a-tactic process. Research the most relev usa email database ant, highly-converting phrases, analyze the competitive landscape and find ways to build the content and earn the links necessary to rank. Brand Investigation: The battle isn't won until the visitor converts. Make sure that when obvious queries about your product/brand/company's value arise, you're aware of the results and pro-actively influencing the content. Sometimes it's enough to simply provide excellent service and take note of the few criticisms that arise.





In other cases, you may need to conduct SEO reputation management campaigns to help surface the good and push down the bad. Brand Navigation: Although this should be the easiest query to win, it presents opportunities for further optimization. Controlling and carefullly choosing Sitelinks under your listing, watching the results in the top 5 carefully and even investing in paid search on branded terms (research has shown that combining paid + organic listings boosts the CTR & conversion rate of both - source needed if anyone in the comments can find that) Purchase: Queries like "discount code" "coupon code" "special offers" etc.