There is a lot of interest in SEO (search engine optimisation) today for major companies on the Internet
Part of the interest in SEO is that companies now believe the Internet is highly competitive and just as competitive as Yellow Pages and other promotional platforms in the more traditional marketing environment prior to the arrival of today’s in the Internet?
They believe that they must match their competitor’s strategies, unique selling proposition and basic keyword attractiveness to be competitive and gain clients online
The other reason that SEO is important is that many firms believe that their competitors are slow and tardy and do not react to the Internet in a positive and long-term investment way. The SEO provides them with a competitive edge in terms of gaining online unique visitors and traffic and driving greater sales to the bottom-line
One major strategic area that is overlooked in terms of the Internet and which has always obtained a competitive edge and traditional marketing growth and market share over time is the concept of positioning
POSITIONING was the traditional marketing strategy and means of gaining search engine optimisation in the pre-Internet period
By positioning your company and differentiating its products or services you were able to separate yourself from the mass competitor “bunch “. It enabled you to get a head of them and position into a cocooned area in the consumers mind where you could attract volume and paying customers and be seen as being special or unique ,thus attracting ongoing and preferential business
While SEO uses unique keywords and key phrases that consumers use to search and identify companies that match their needs online , positioning used market mapping to identify the psychological and demographic “drivers” for customers that enable companies to take up unique positioning to capture these market niche by being seen to respond “best” to these group’s expressed needs
For Victorians the best beer was Carlton draught while for those above the Sydney line four XXXX .was seen as the real (better positioned ) beer. In terms of SEO both beers had keywords and phrases that appalled to their customer base and both were better positioned in their own geographical area to meet target consumers needs. Of course most of the positioning was psychological
The Holden car was positioned as the Australian car. In SEO terms the key phrase would be “Australian car “and the key word “Australian “would be essential.
Not much is new it. It has just changed. Although the way this is applied online and on the Internet is different. The concepts and the appeal and the market strategies are basically the same. The Internet just like IT is an enabling tool and it works wonderfully when it appeals to the needs, desire and other drivers in the consumers mind whether it be business to business or consumer purchasing
My view is therefore this .When looking at SEO you should look at keywords and phrases and you should survey the competition and the market leaders and look at what they do to compete on their terms, but obtain better results.
You should however always be aware that what you are trying to do is to make yourself differentiated and appeal to consumers on your own terms. You always wish to position away from the competition and position your organisation where consumers prefer your benefits, as expressed through the key phrases and words that create satisfaction, choice and appeal for them.
Understanding your positioning is important so that you do not become competitive on key phrases and keywords alone, and get too close to your competition, and you do not mirror your competition and as a result lose your own important identity in the market
if your competition decreases price and takes a small margin will you. The same applies to SEO. Will you go with your competitors SEO strategies to the detriment of your individual market positioning and long-term market share and return?
Common sense says that you will not and that really what you want with your SEO strategy online is a balance between predetermined market positioning, competitive keyword analysis, and better strategies for your organisation over the competition for a superior or optimum return.
A fusion of traditional marketing positioning and new online SEO optimisation strategies
SEO AND POSITIONING IN TODAY (MS Word Document)