Search Optimization for Parks, Trails & Recreation
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Vision for Search
Embrace Search as a primary traffic source by keeping site content engaging and fresh, and by tagging content with appropriate metadata and markup.
Common Goals
It’s important to set a clear goal when planning your digital strategy. Here are some common goals associated with Search.
– Increase Website Traffic
– Increase Sales and Profits
– Increase Sales and Profits
Suggested KPIs
Identify once specific metric that will act as your gauge of success for each goal. The most common Key Performance Indicators related to Search include…
– Website Users / Sessions
– Online Sales Revenue
– Online Sales Revenue
Search Strategies & Tactics
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Prioritize Fresh, Engaging Content
– Take further content inspiration from competitors’ top pages
– Build out feed (in Dashboard) of relevant data to inspire new content ideas
– Plan ahead to allow for regular cadence of product / promo additions and updates
– Refresh landing page content on at least a monthly basis
– Explore ideal opportunities for regularly adding both timely and evergreen content
– Build out feed (in Dashboard) of relevant data to inspire new content ideas
– Plan ahead to allow for regular cadence of product / promo additions and updates
– Refresh landing page content on at least a monthly basis
– Explore ideal opportunities for regularly adding both timely and evergreen content
Optimize Content For Search
– Define primary keywords for Landing Pages, and optimize page content to utilize those terms
– Explore the questions people are asking in search, and create content to answer the most pertinent ones
– Add / Optimize page tags (e.g. Title, Headings, Description) to improve appearance in SERPs
– Explore the questions people are asking in search, and create content to answer the most pertinent ones
– Add / Optimize page tags (e.g. Title, Headings, Description) to improve appearance in SERPs
Maintain Structured Data
– Add / Optimize Structured Data whenever applicable (e.g. Carousel, Job Posting, Local Business, Logo, Product, Review)
– Structure content to maximize SERP features
– Utilize Facebook OG tags and Twitter Cards for products and other shareable content
– Structure content to maximize SERP features
– Utilize Facebook OG tags and Twitter Cards for products and other shareable content
Prioritize Fresh, Engaging Content
Timeline for Search Implementation
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Tutorials & Guides
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– Increase Website Traffic
– Increase Sales and Profits
– Increase Sales and Profits
Tools & Resources
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– Website Users / Sessions
– Online Sales Revenue
– Online Sales Revenue