Make no mistake. In the kind of ocean the world-wide-web is, it is essential that you learn to navigate if you do not want to get lost. Building a strategy for your online business is going to help you reach your destination easier and faster. In the absence of being strategic, most of these untargeted efforts would only prove to be a big waste of efforts, money and time. Not knowing your way, or the marks that you want to set are a huge disadvantage to begin with.

Looking strategically is big help

Strategy is a lot about how to think more holistically. It enables you to be innovative, lead teams while helping you deliver value tactically daily.  Shouting at people through television ads are actually days of the past when it comes to online marketing, and no more does this work like it used to. The consumers are really looking at different forms of consuming media, the social media scenario is a good example of this changing scenario.

Seeing what you would have otherwise missed

Normally, we are all on the ‘hit’ mode, and trying to work things out in order to generate value. We are constantly working out, planning and making our way through the thick and the thin of the day. Since we lose a strategic eye, there are a lot of instances, which come as glaring situations or opportunities that simply tend to pass by.

The big question is, when you are busy spinning the wheel and trying to get work done, are you really having the time to provide value to the organization?

You’ll miss the bus. This is why, being strategic gives you an opportunity to derive more of value in this marathon. This will mean, halting your daily grind, analyzing a consumer and finding what exactly are they looking for. Understanding the media and developing contacts with them, and giving them a clear picture of what your plans are all about. Looking at data to understand patterns, user behavior and other relevant feeds; this will mean that as a strategic thinker you are providing more value by increasing your customer list, and actively engaging, re-engaging and retaining customers.

Set aside time to think

Set aside time on a daily or weekly structure to think more holistically as a marketer should. Get to know what people really want from you. Marketing is not pushing or advertising products or services, it is about truly understanding what is important in a marketplace. It is a process of creating value in an industry which will eventually lead to obtaining customers and retaining them.

Take professional help

Consultants will be very helpful for strategically thinking over problems in any organization. Firstly, they provide a fresh set of eyes with a wide angled outlook for your business. They are capable and will be more objective about features, content and other aspects. They will externally analyze a business, an industry, and the customer, and suggest recommendations that you can implement.

Moreover, consultants are also tacticians who help alleviate your daily support needs. Whether it is managing communities, managing SEO or PPC campaigns and many other factor professionals can effectively address. The truth, however, is that they will be able to give you that free time, which you needed to think strategically. After all you know your business better than anyone  else ever can.

Your web strategy is crucial

Spend enough time developing your web strategy. It is very important to think strategically as businesses begin to evolve online. Understanding the growing online market is more important now than ever to make that difference which will set you apart. Your web strategy is what will chart your course and help you score for a long, long time.

Google has just introduced Google Buzz a new Gmail based social sharing service, and if you are using Gmail, you are already a member. The Buzz like all Google products is loud and clear, which all other social media websites will closely be observing and devising strategies to counter this offensive. With Gmail, the most popular internet mailing service backing up the new products that Google is rolling out, there is hardly any challenge Yahoo, MSN or any other provider has to offer.

Add anything with Google and they not only start making sense, but are also able to create products and generate business. The internet advertising juggernaut Google has come up with Google Buzz now. Buzz will allow you ‘to start conversations about things that you find interesting, and be able to share updates, photos, videos and more.’ Things that you already have been doing all this time on Facebook, Twitter, Flickr and other social media sites. However, Buzz insists that this is different. Like Todd Jackson, product manager for Gmail/Buzz says, “Our belief is that organizing the social information on the Web – finding relevance in the noise – has become a large-scale challenge, one that Google’s experience in organizing information can help solve.”

So Buzz will now bring you the news, and keep the chatter low. This will be integrating right in your Gmail box directly and enable you find a new social graph with ease. Buzz will follow all the people that you already email, building from your current contact list. You will automatically be set up with feeds coming in from your contacts right in your Gmail inbox. This will enable Buzz bring millions of users from the start, simply creating by waking up and making an overnight heavyweight in social sharing.

Buzz comes with some of the best key features that will enable overcome competitor challenges and might also contribute to help reduce noise – like.

- Key feature #1: Auto-following

- Key feature #2: Rich, fast sharing experience

- Key feature #3: Public and private sharing

- Key feature #4: Inbox integration

- Key feature #5: Just the good stuff

Google Buzz users may also use their mobile phones and tag posts by location. Google is also going to be helping you find what, is the best thing that you can see. Buzz will recommend certain items that you may or may not wish to see. When you tell Buzz something is dull, the system will learn to keep that sort of update away from you.

So the next time you open your Gmail inbox, do not be surprised if you come up with a Google Buzz splash page.

Finding the correct website, information or product on the ever expanding World Wide Web would have been a daunting task had the search engines not come to our rescue. All that these search engines want us to do, is to apply a simple logic and put a keyword for the search. Within a fraction of a second, Search Engine Result Pages (SERPs) come up with thousands of matching results.
However, who has the patience and time to go around all the result links for information? Amazingly more than two-third net users never go beyond the first page that have approximately ten results per page. What does this signify? It means if you want the net users to visit your page or site, it must rank within the first ten. Only then your website has some chances to generate hits and traffic. In this regard, link-wheel building strategy is an effective tool to ensure that your website ends up at the top or at least on the first page, if not closer than that.
What is a link-wheel?
Link-wheel is a structural representation of a Search Engine Optimization (SEO) technique that utilizes various web entities in order to drive more traffic to the target web site.
Parts of link-wheel
Hub: Your website is indeed a hub or the centre of your link wheel. Whatever link building activity we carry out, it is all concentrated towards making our website more popular.
Rim: Web 2.0 provides us the rim or circumference that enables us to revolve around our target site. Logically, like any mechanical device, this rim also enables us to keep in motion without moving out of hand.
Spokes: Web entities like hub pages, blogs, social networking sites, slide sharing, video sharing, bookmarking and all such other web properties give us the strength to make use of and manage this wheel, for our mutual benefits.
Other patterns
Horse shoe: It is an open ended link pattern, in which links are connected to each other but does not form a close loop. This sure will give us movement, but with a very restricted momentum.
Random links: This type of link building pattern does not follow any specific modem. The links are built at random from one site to other and are without any design. Chaos is here used as the ultimate design, and which may, or may not come so useful in time.
Layers of link-wheels
Number of layers in a link wheel will go on increasing with the number of Web2.0 properties we go on adding externally to the already existing links that we have, and, which may fatten-up like a tree trunk with time.
Link building is a very open chapter still, and new and innovative strategies can be adopted for optimizing results. So get on, open up your minds and make the most of this while there is time.
The sky is no limit really; it is only a vast & open space in time.

A whole lot of time is spent in generating external links due to the common belief that ranking for highly competitive keywords are only based on it rather than website structure and internal linking. SEO analysts with all the external links stuff end up forgetting that the most relevant keyword rich pages are right under their nose. Thousands of pages gather in a website over a period of time. The systematic logical linking of these pages is very important.  But the placement of internal links is very important. Just throwing links internally irrelevantly can be termed as internal linking and it will be indexed by the crawlers as spamming.

Tight Bonding with Internal Links

• Internal links help to generate relevance between web pages and keywords. The internal links helps the search engines to index the most important internal pages easily. Let us assume that there are 1000 pages on your website referring to various keywords.

• The simplest way to increase your ranking is to make sure that all the pages of your website are scanned by search engine crawlers and they are indexed for relevant keyword phrases. But pages can get hidden from search engines if internal linking is not done logically. This is the case with many using navigation scripts.

• The relevancy of page and relevancy of the anchor text in the internal link matters a lot. Let us assume that you have a gadget repairing company. Rather than linking your home page by using an anchor text like “home”, link to it using “gadget repairing home”. This will attach the keywords to the link to your page. Same goes for linking the internal pages. Make sure you use the phrases in the anchor text that you want to target on the linking page. Suppose you want to target HP laptop repairs page, rather than leaving the link at some flashy graphic, add the phrase and add the internal link on it. This will give your site an advantage when that keyword phrase is searched.

• Always identify the crowd pulling pages on your website. Create a section called “Hot topics” and link these pages from the home page. This helps in flow of link juice to support high value keywords which are not covered adequately on the lower page . The page rank has a peculiar characteristics related with the home page.  The closer the page is from the homepage. The higher page rank it gets. But the vice versa is not true. Linking every page to the home page diffuses the weight of individual links. The main keyword phrases need to be sorted out. Find out which pages you want to rank for these keywords and include text links for these particular ones on your home page. Make sure you pick solid pages to target these keyword phrases. Solid in the sense the pages which show the content related to actual searched keyword.

• Text link navigation, footers and inline text links are the three main methods that can be used to improve internal links structure. In test link navigation, you do not have to cram your keywords on the home page. Use your keyword in every second or third link. Keep the footers well optimized. Clean them of junk, add proper keyword relevant anchor texts. Make sure that a link to the site map is included in the footer.  Internal test links are the links which are placed in the content of the page. Here make sure that the link you provide is entirely relevant to the content on the landing page.

Thus simply changing the internal navigation will not give you the desired result. Only logical and systematic internal link building will help your entire site to get crawled and that too for proper and relevant keyword phrases.

A diagnostic SEO assessment is the complete troubleshooting of the data of your website .The most important thing is to get a complete picture of how the engines are crawling and indexing your website. Summarize all the keywords and their impact on the search engines, use tools to check the inflow of traffic. In short identify completely the weaknesses and strengths of your website. This troubleshooting is must before kick starting the action. By action here I mean extensive SEO implementation and major site redesign. SEO diagnostic audit is all about gathering the maximum relevant data on your website and analyzing it before the SEO team gets into action.

Image Credit: http://www.siteposition.ca/var

Let’s summarize the major components that come under SEO diagnostic audit.

On-Page Factors

• The website domain should be analyzed in terms of title, Meta tags, code weight and placement. The sections and categories should be scanned to check whether they are related properly to the interior pages.
• The ranking for specific keywords and its relevance to content of the associated page should be summarized.

Off-Page Factors

• The link building of your website should be analyzed here in terms of the quantity and quality of links going in and out of your website. A procedure for thematic link building should be set in.
• The social media impact on your account should be tracked and steps should be used to enhance it in your favor.
• The data of impact of links on the Page Rank should be provided to the SEO team.

Site-Wide elements

• The site architecture and navigation should be checked. The pages should be scanned to take note whether there is any duplicate content issue.
• The dynamic URLs linking the interior pages of website should be found and instructions should be given to make them either user friendly or into static URLs.
• Site latency should be checked to help in keyword analysis.