When you need information on a subject or are looking to hire an expert resource, where do you start your search?  Google, Yahoo, Bing?  If you want to drive inbound marketing and make your phone ring, then you first need to think like your target market.  What keywords would people use to find you on the Web?
 
In order to optimize your site for search nirvana – achieving “first page” status – you need to determine what keywords and phrases are typically used when searching for your products and/or services.  By integrating these keywords into your content (Web site, press releases, blog, etc.), you can significantly improve your chances of obtaining a higher “ranking.”  A great place to start is Google’s keyword tool.
 
Targeted SEO (search engine optimization) and SEM (search engine marketing) campaigns allow you to increase your Google “juice” and be in the best position to get discovered.
 
Video content can deliver even better results.  According to Forrester Research, videos, when properly submitted to the respective search engines, are 53 times more likely to generate a first page Google ranking than traditional SEO techniques.
 
SEO and SEM need to be continuously tweaked, as the keywords used today may not be relevant in six months.  This is not a difficult process, but it does take time and an understanding of what people search for.  You should do an audit at least once a quarter to make sure your SEO and SEM are aligned with your content strategy.

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