January 30th, 2018

For starters, messages representing your business should be customer focused and not simply self-expression. You need to express that you care what your customer thinks, feels, and wants. Anything less will result in marginal success at best. This is crucial for all of your company communication efforts but most especially with regard to social media and SEO.

Your strategy should begin with the Funnel of Intention (courtesy of *BBVA)
-  INFORMATIONAL
-  COMMERCIAL
-  NAVIGATIONAL
-  TRANSACTIONAL

What is your intention`? Intention is critical and should drive your process. Follow the Intention Funnel - The first stage of intent and the starting point in the path for conversion is INFORMATIONAL. Keywords might look like:
*  what are the best family theme parks
*  what is Disney world?
*  what is the difference between Disney Land and Disney World?

COMMERCIAL is the next stage of engagement.. Not ready to buy, not purely informational either. COMMERCIAL key words might look like:
*  Disney World ticket costs?
*  hotels nearby and room costs
*  what are the best rides at Disney World

Where do I find it? NAVIGATIONAL searches are looking for answers. Some keywords might include;
*  Disney World discounts
*  Trip Advisor theme park discounts

Ready to purchase! TRANSACTIONAL keywords might look like:
*  where can I purchase Disney World tickets near me
*  purchase Disney World tickets online
*  Kayak cheap flights to Orlando
*  best hotel rates in Orlando

Pay attention to Google, your customers and data. Google's Micro-Moments Guide recommends to "Be there. Be Useful. Be quick. Connect the dots."

BE THERE now with:

1. Defined  Goals
2. Defined Share of Voice
3. Intentional Keyword Search
4. Local Strategy

Remember the basics and optimize! Keep technical SEO clean and updated when creating new content or updating or removing old content.

Make your website easy, simple and accessible. After all -

User Expectation = Reality