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Product launch and new product management are vital
to every company's survival and growth. Learn how to implement more effective
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The column about Product Launch...
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Volume 12 Number 1:Marketing Principles and Search Engine Optimization (SEO)
 What role does marketing play in SEO analysis?
 Search Engine Optimization (SEO) is something that all of us marketers are supposed to pay attention to these days; otherwise our website will never be found on Google (or other search engines). There are a multitude of companies who sell SEO services or software to help you do that. However, not one of them is based on marketing principles, and not one of them will help you write the content. And those are the challenges. When you set out to develop or update your corporate website, you need to do a competitive analysis, develop a strategy, and then write the content of every page of the site so that it is optimized for marketing messages and SEO keywords. In other words: apply marketing principles to the process. I have developed a whole new consulting practice area around this process that I call “content optimization”. It’s a hybrid of marketing plus writing plus SEO, and produces web content that will get the attention of your customers as well as the search engines. I refer to this as “writing for the customer” and then “writing for Google”.
Websites are often the last thing on the list of launch deliverables, just one more thing to check off the list: product announcement, press release, datasheet, put some description and a nice picture at the website. Sometimes the key marketing messages get lost along the way. The competitive analysis for the product or company was done long ago and thought to be irrelevant to the web content. That is a huge mistake.
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