Keeping with last week’s promise, today’s Pickettwrites blog offers expertise regarding search engine optimization. I turn the floor over to my friend, Margaret Osborn of WhiteHot Marketing.
Selling on the Internet: Nine Truths of SEO
The core of successful online and offline marketing initiatives is purchaser profiling — that is, identifying how your potential customers research and buy goods or services such as yours. Narrow that even further to answering, “How are my prospects conducting research on the Internet?” Nearly all consumers (97%) now use online media when researching products or services, according to BIA/Kelsey. And 90% of them use search engines.
You want your business to be found in those relevant search queries. Search engine optimization (SEO) is the key. Unfortunately, “What is good SEO?” is complicated and ever-evolving. So over the next weeks I’ll be providing some simple truths to help business owners better understand the ins and outs of current SEO best practices that will help drive qualified traffic to your website.
SEO Truth No. 1: It’s not about you.
If you have a website or are thinking about developing one — engage an Internet marketing professional in keyword strategy. To successfully sell your goods and services, you have to know how they’re being researched online. If you or your marketing team can’t roll five keyword phrases key to generating qualified leads off the tip of your tongues, then there’s certainly room for improvement. Leave it to someone experienced in SEO practices and website analytics to provide you not only with a list of 5 to 10 keyword phrases, but also recommendations for domain/URL names and site navigation structure — all important to impacting your site’s SEO.
SEO Truth No. 2: It’s not about the “cool” stuff.
You’re throwing money away if you make any investment in a website’s look and feel before you identify the search terms potential customers are using to find goods and services such as yours on the Internet. Before you or your Web design/programming partner starts thinking about imagery, cool flash applications or content, keyword research is an absolute must. It’s definitely fun and “sexy” to think about how your site will look, but it’s successful SEO (not cool pictures) that will drive prospects to your site.
SEO Truth No.3: Be informed and engage often.
If SEO is not a regular topic of discussion around the creation or ongoing performance of your website, then there’s a huge gap in your marketing strategy. The bottom line of successful SEO is to get engaged and stay informed. My experience after 20 years in consulting is that clients often think they know their customers. That’s sometimes the case, but within what time period did they know them? Customer wants, needs and preferences evolve. Google alone is used for nearly 34,000 searches per second. This vast volume of constantly evolving data is the secret to developing and maintaining a sound SEO strategy.
Next time: The basics of SEO that will hold your marketing team, partners and vendors accountable.
Marketing counsel, strategy and tactical support for companies of all sizes and market maturity providing marketing solutions that will positively — and quickly — impact your organizational goals. Follow WhiteHot Marketing on Facebook or contact her at email@example.com