SEO For Business
Intro: “Let’s talk about how to use search engine optimization (SEO) to generate traffic, get clients and increase revenue for your business.”
SEO is a popular tactic for online marketing because it’s free. However, as I’ve said many times nothing is free. You will always pay a price. You will always pay with money or you will pay with time. In the case of SEO you will have to pay somebody to do it for you or you will need to spend a lot of time doing it yourself. So keep this in mind and don’t fall into the trap of thinking that SEO is free.
Before we get into the detail of how to actually optimize your content let’s get a clear about the advantages and disadvantages of SEO.
Advantages Of SEO
If you do happen to succeed then the return on investment (ROI) from SEO can be higher then other forms of marketing. The only way to know whether your ROI from SEO s better than your other marketing options is to measure them and test them. If you’re just getting started and don’t have much experience with online marketing, you might be surprised at what I’m saying. In fact you might even totally disagree. As I said earlier, you need to keep in mind that SEO is not free. In fact, if you want to target a competitive keywords then SEO can be very expensive. You’ll see what I mean when we talk about all of the things that need to be done for an SEO campaign to be successful.
It can help your brand. Most people think the the best brands occupy the highest positions in the search results.
If you do find your way into the top two or three positions in the search results and consistently provide a high-quality customer experience then it can be very difficult for other people to dislodge you from the top three positions.
Disadvantages Of SEO
It can take a long time before you see any results and, in many cases, you will never see any results
If you’re just getting started, you have no ability to compete for the big keywords that generate most of the traffic in your niche. You’ll have to focus on long tail keywords (long phrases instead of single words) that generate a lot less traffic. This can still be very effective in some niches but it can be completely useless in others.
Google’s algorithm changes frequently and every time it changes it creates a new set of winners and losers.
There is no guarantee that any SEO campaign will ever work. You have no control over Google’s algorithm and you also have no control over the SEO strategies of your competitors.
The conclusion to draw from all of this is that SEO should be a part of your “overall marketing strategy” but it “should not be your entire marketing strategy”.
SEO: How To Actually Do It
The Google algorithm considers hundreds if not thousands of different ranking factors when deciding how to rank Pages in the search results. No single SEO Factor will guarantee good search engine rankings. A great title won’t make any difference if the rest of your page contains low quality content. A lot of incoming links won’t make any difference if they’re coming from low-quality websites. The more positive ranking factors your website has the higher the likelihood that you will end up with good search engine rankings. And the same applies in reverse.
On page SEO
Of page SEO
The on page success factors are almost all entirely under your control. We’re talking about the content that you decide to publish, the titles and tags that you use on each page and your website architecture – all things that you control.
The off page ranking factors are not completely under your control. Search engines know that they cannot rely on you to provide an impartial opinion about how useful or relevant your content is to a particular search. This is why backlinks are important. Search engine’s think of them as a vote in favor of your website. Of course if this was the only important factor then it would be very easy for it to be abused. That’s the reason that the Google algorithm considers thousands of different factors when it decides how to rank websites in the search results.
Now, let’s talk about specific ranking factors you should be aware of.
Your primary focus should always be to produce high-quality content. There’s no way for you to predict how search engine algorithms will change in the future and there’s no way to predict how online marketing in general will change in the future but you can be confident that there will always be a demand for high quality content.
So how do we define high quality content? I suggest you use this very simple but powerful approach – do a search on Google for your keyword and take a look at at the top two or three results. Like it or not, these two or three results are what Google considers to be the highest quality content for that keyword.
So, for the purpose of this exercise, the definition of high quality content is “content that is even better than what you can see in these top three search results”.
Before addressing any technical SEO issues, you need to get clear about what the searcher is actually looking for and how you can deliver it in a way that is better and then it’s currently being delivered in those top three search results. This usually means that you need to include everything that is currently in those pages and add even more quality content on top of that.
You need to do some keyword research before creating any content. You need to go beyond just looking at keyword search volume. Even though a specific piece of content will likely be targeting a specific keyword, you know that every keyword also has a lot of related keywords. And you need to make sure that you use the right keywords for the audience you’re targeting. For example, people that search for medical conditions with the scientific name are very different from people that search medical conditions with regular English language words.
The number of times that you should mention your keyword in your article is one of those SEO factors that he is constantly changing. You obviously have to mention it at least once. As for the number of mentions beyond this, you should mention it as frequently as you would normally mention it if you were writing an informative article for somebody to read that did not care about SEO.
Just keep in mind that if you do end up mentioning the key word an enormous number of times it’s possible that the Google algorithm might think you’re doing something suspicious and it could penalize you, so don’t over do it.
Founder of 'I Imagine'
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