Search engine optimization (SEO) is not a set it and forget it business-marketing strategy. If you’re not wise, you can cause more damage than good.
Businesses rely heavily on organic and natural search to sell their own products and services, but to also purchase those offered by other businesses. The lack of an effective SEO strategy is harmful to your growth and success.
Let’s go through the 3 facts that business leaders should know in order to achieve exceptional results.
Fact #1: You Don’t Add-On SEO, You Build It In
Being visible in Google and the other search engines matters because most humans use them to look for products and services. Ultimately, there is a good chance that most of your website traffic will come from organic search – leading to higher online sales.
For the best results, SEO should be integrated with all human areas of your marketing initiatives. Here are the areas business leaders should give most focus:
- Content Marketing – Plan your content before you share it. Research your target market’s search behavior to gather insights as to how they search online. Do this before you create your content.
- Paid Search – Some business leaders believe that paid search is the first line of online marketing strategies. Paid search is akin to renting your online success. Organic search is akin to owning your online success. You must use research and analysis techniques to use both paid and organic search cohesively for the best results.
- Conversion Rate Optimization (CRO) – It’s not enough to get visitors to your website, you want to convert them to paying customers. Understand the psychology of your website visitors and improve calls to action (CTA) to improve conversions.
- Business Development – Use Google insights to help set your website up for long-term success. Dig into archived, historical data and compare it to future trends in the markets, competitors, sales forecasts, and allocated resources.
- Branding and Communication – After you understand your target market better, you need to ensure that all branding and communication (both online and offline) are consistent and effective. Know your customers. Speak their language. Care about what they care about.
Fact #2: Good Products Come Before SEO
SEO can fix a lot of things, but it cannot make a bad product look good. Don’t go putting lipstick on a pig.
Humans do business with businesses they know, like, and trust. If you have a bad product, the searcher is going to hit the back button on their search results – signaling to Google that your product is no good. Ultimately, this will negatively impact your search engine rankings.
White hat SEO is not a quick fix solution for your business. Have a solid product or service first and then work on your search engine rankings.
Fact #3: Plug-Ins Can’t Replace A SEO Expert
I know you wish that higher search engine rankings were as easy as installing a new plug-in on your website. In fact, sometimes this can backfire and cause more problems.
SEO plugins are a great tool to use with a solid search engine strategy. However, a plugin is only a tool. A SEO expert has the knowledge and skills to dominate at organic search. They make your marketing stronger and prevent expensive mistakes.
Without the use of an expert, common mistakes can occur such as website code changes, slow plugins, and lack of analytical data that matters. The best SEO expert is one that is well versed in technical SEO as well as content marketing. This will ensure your information architecture, website structure, navigation, internal linking, and content creation are set up for success.
One more thing…
Leaders are great at running business. SEO experts are great at making sure those businesses get found online. When they work together, online success goes from a possibility to a reality.