The SEO Circle of Life
Once you have your website set up, along with the requisite analytics account to see where your traffic is coming from, you’re ready for the next phase – which is improving what traffic you’re getting.
Understanding search results are a little bit like an iceberg; there is a little bit you see above the surface, but you may not be aware of just how much is underneath, supporting it.
What Exactly Are We Talking About?
Just to clarify our terms, there are two general types of search results that bring people to your website.
Paid SEO (Search Engine Optimization) is search that brings website visitors in through paid ads – the most commonly known are Google Ad Words. We have a partner that specializes in this that we utilize for clients who want to make the most of their marketing budget that they’ve earmarked for paid advertising, so I won’t spend too much time talking about that, since it’s something that’s often best outsourced to someone who spends lots of time staying on top of the latest Google guidelines and best practices for that arena.
Instead, I’ll focus on Organic SEO, which is, in my humble opinion, the best kind. It utilizes your website blog page, with optimized content for both your desired audience and the search engine databases. Search keywords are words and phrases that people are typing into an online search engine, and you want those keywords on your website – so that your company is the answer that pops up when those potential clients search for them.
I refer to optimized content as “The Circle of Life”; everything starts with your website. Once you have blog posts on your site, you can distribute them through email campaigns and social media (“Click the link to read more!”), and then you draw readers back to your site. The longer potential customers stay on your site–engaging with a chat window, or reading blog posts that link to other blog posts or contain calls to action–the more likely they are going to be to reach out and do business.
Just like with visual design, the focus of content generation is the potential customer. Who are you writing to? What’s going to move the needle with them? What problems are they looking to solve, and how can you help? In addition to keywords, a content creator develops themes and a plan to address potential customer needs…and your net gets widened. You don’t have to set the world on fire; you can do as many as you like, but 2-4 posts a month is sufficient to get a good content library going.
Organic SEO content on your website in the form of optimized blog posts is like a long-term savings account. You may think that the little deposits (in the form of monthly blog posts) don’t add up or generate very many new prospect leads at first, but they will over time…and they’ll pay interest in the form of a broadened offering of content to potential customers.
As with most things of value in a business, there are no magic formulas, hacks or shortcuts. You have to put in the work, faithfully over time. A executed content plan is the best long-term solution to growing your business online. If you could use some help to formulate a game plan for your business, shoot us a message in our chat.