2. Inspire your customers to help you stretch your marketing budget.

3. Adopt a publisher's discipline to curb costs 

4. Have a right mix

Why Build a Keyword Strategy?

More and more consumers are finding businesses online through search engines.

How do they find them? By using keywords! Fortunately, you can take advantage

of this consumer habit by optimizing your website around the keywords that are

relevant to your business and which keywords consumers are using to find you

online. This will increase your chances of getting found by people searching with

those keywords, which will drive more and better quality traffic to your business‟

website.

While it‟s difficult to  know exactly which keywords will get the most relevant

people to find your business, there  are ways to determine the popularity and

competitiveness of certain keywords. You can also test and analyze how effective

different keywords are in drawing visitors to your site.

As a business professional, you should make sure the right people are finding

your business online. In this section, you will learn how to define which keywords

will maximize your potential to draw in relevant traffic from search engines.

Keyword research is an ongoing process that should be followed closely. It gives

valuable insight in terms of industry trends and product demand. Comprehensive

keyword research can help a business grow its organic traffic and save you from

spending money on pay-per-click (PPC) campaigns such as Google AdWords.

SEO is an acronym for Search engine optimization. It is a systematic process to help websites rank higher in natural (unpaid) search result.SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content and HTLM and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines.

It is cost-effective for businesses to increase their visibility and brand awareness online. it is also a very easy way to pull more traffic to the business websites. 

How search engines work?

In order to optimize our websites for best search results, we need to first understand how search engines work:

Primarily objective of search engines:
- To provide users with the most relevant results in relation to your search query

How do they find the "most relevant results"?
- Search engine scan entire online materials and “index” website as mean of prioritizing particular website content 

Therefore, to reach the top in the "search engine result page"(SERP), you need to:
 - Provide rich quality content on website
 - Include more “inbound links”

What it takes to rank?
There are three elements search engine considers when determining where to list website on the SERP:

Rank:
  Authority: how authoritative & credible a website’s content is

Relevance: how relevant is the content to a specific search query

How to use SEO?

In order to implement successful SEO strategy, business owners need to focus on three aspects:
- Keyword research
- On-page optimization
- Off-page optimisation

White hat and black hat SEO techniques

White hat

White hat SEO is not just about following guidelines, but is about ensuring that the content a search engine indexes and subsequently ranks is the same content a user will see. White hat advice is generally summed up as creating content for users, not for search engines, and then making that content easily accessible to the spiders, rather than attempting to trick the algorithm from its intended purpose. Sometimes it takes time to achieve your goal result by just using white hat, but the end result is high quality and promising.


Black Hat SEO can possibly result in your Web site being banned from a search engine, however since the focus is usually on quick high return business models, a lot of people do take the risk and adopting some black hat techniques. Here are some samples of black hat technique:

With Google Analytics It does, that’s why it exists and that’s why they can charge so much. That’s why even self identified white hat SEO companies that don’t identify how they operate use black hat tactics. The problem isn’t that they don’t work, it’s that they work too well. Therefore, they are often quickly exposed and can lead to long-term problems.

1. Generate a keyword approach 
Create a list of 3-5 keywords appropriate to your business
Choose keywords based on difficulty & relevance
Design & optimize your website around your keywords


2. Optimize your website
This is the focus of SEO to increase your website’s ranking
On-Page SEO: how well your website’s content is perceived by search engine
Off-Page SEO: your website’s overall authority on the web, which is determined by what other sites say about your website


3. Create blog & other content
Consider which blogging platforms
Key components of a great blog post
Attention-grabbing article, well-written text, images/video, links, call-to-action (“Buy now” or “Click to learn more”)

4. Promote content & participate in social media
Using Twitter & Facebook for business
LinkedIn: the social network for business professional 

5. Transform site traffic into leads
Concentrating on the transformation process 

6. Nurture leads with email marketing
CRM (customer relationship management) have greater success in turning leads to customers over time

7. Be mobile-friendly 
3 key elements to include: emails & calls-to-action, downloads, and videos