The New Year always brings me a renewed sense of vigor and vitality for trying new things or, most importantly, getting better at things I love. Your website marketing strategy should also place this importance on improving what it does best (or should do best)–selling your product/service. To accomplish this, one word needs to be at the front of your marketing brain… focus!

Focus, focus, focus your website in 2013. Now that we’ve made our way through the Panda and Penguin updates, focusing your marketing strategy in 2013 should be at the top of the list. Focusing is all about de-cluttering; getting back to basics. The following are three basics that I believe every website should address in 2013:


I’m sure you’ve amassed a nice long list of keywords by now through all of your strategy tinkering in 2012. It’s time to prune that list and refocus it. I’m a firm believer on sticking with a max of three keywords per URL. Three will allow you to focus on a main keyword while including a couple of long-tail keywords to support it.

This is a good exercise to follow if you want to increase the number of pages on your site. If it takes more than three solid keywords to describe your page, then create a new page to handle them. You’ll be expanding your keyword list and website in a more focused way.

Social Media

Now that you have a focused keyword list you can use it to fuel your social media strategy. Social media will be an increasingly important factor in the future of SEO. With search engine algorithms taking a closer look at social media, they’ll want to see a succinct and focused use of the medium.

“I don’t have enough time for all those social media sites” is the number one complaint I hear from businesses. My response is, “Then why do you have Facebook, Twitter, YouTube, Pinterest, etc. accounts?” I recommend that if you plan on doing social media yourself then choose 1-2 networks max and focus on them. I would rather have you kill it in one social network than be mediocre in four.

Conversion Rate Optimization

To me conversion rate optimization can be summed up in one question: What do you want your site to do? Do you want people to call you? Then why is your contact information so difficult to find? Do you want people to sign up for your newsletter? Why doesn’t every page have a box for a newsletter signup?

Focus the design and layout of your site to make it as easy as possible for your visitors to accomplish what you want them to do. Put your contact information in your site header or make the “Add to Cart” button standout from the rest of the site. There are any number of small tweaks that can be done to improve your site’s conversions. The easier it is on your visitors, the easier it is for the site to start generating you some money.

Keywords help you figure out what focused content you want to push to your social media channel and as soon as people visit your site they’ll know exactly what they need to do with your focused conversion rate optimization. Combining all three strategies above will help to make your site a well-oiled and focused machine. Happy New Year!


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