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Why content rules and not all keywords are created equal in helping search engines find your CU on the Web.
Whether you're a CEO, CFO or CMO, it's critical to understand how SEO impacts your organization and bottom line. In the simplest of terms, SEO, or search engine optimization, is a tool designed to increase your website's visibility on the Internet. A study performed by Google (http:// printinthemix.com/fastfacts/show/458) in 2011 states that the average consumer seeks 10.4 resources before making a purchase decision. It's not just about competing with another CU or bank down the street. It's about competing with choices all across the Internet.
Marketers use SEO to ensure their websites achieve top ranking in a reader's search engine results page, preferably, by landing in one of the top three spots. The lower you land, the less chance you have in connecting with that individual, and the less traffic your site is likely to receive. If your CU is not found on page one, forget about a potential member continuing their search. They will simply start over. And your opportunity may be lost.
Where to Begin?
"The first step is to define your strategic marketing goals, and establish benchmarks as it relates to accomplishing your overall business objectives," says Keith Caven, CEO of Snapt, Inc. (www.snapt.com), DeLand, Fla., a strategic marketing company that develops proprietary software for credit unions to measure the effectiveness of SEO and other various...