Both consultants and their clients regularly make the very serious mistake of focusing only on what they can see instead of on what is most important.
Any business owner who insists that their consultnat continually show them what they are doing will end up with consultants who only do what the business owner wants to see, neglecting what is more important but not so easily seen or understood.
I am NOT saying that you should not know what your consultants are doing or that they should not be sending you updates. What I am saying is that you need to understand that what you don’t see as a visitor is frequently vastly more important than what you do see so you have to value everything that is necessary to success and not just the few things most others focus on.
Web designers who focus only on the visible pages can be guilty of neglecting navigation, usability and search engine optimization (SEO). Identifying who your target audience is and what keywords that audience would type into a search engine to find you should come BEFORE the very first page is created.
A single two to three keyword phrase should be chosen for each page BEFORE it is created and the content creator must be aware of best practices for keyword usage.
In the same way that keyword research comes BEFORE building a site or creating content and HOW you use the keywords is critical, which Social Networks you use, who you choose to follow, and how you use them are key. The only way to truly know how best to use something is through experience – actually doing it.
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