SEO. The aspect of digital marketing that many know of, but don’t understand.
SEO is one of those disciplines that everyone knows of. But a lot of people don’t know what it really is, or how it works. We hope to shed some light on SEO, how it works, and most importantly why it is important in your marketing plan.
A lot of people ask me all the time what SEO is. The best way I can explain it is with a metaphor. Say Ray sells copper chairs. And Julie wants a copper chair. She doesn’t know Ray. She only knows that she wants a copper chair. Through work on Ray’s website, he is able to work his way to the front page of search results and show off his work to Julie. Anymore, marketing is based off what people want. Not necessarily who has it. Gone are the days where phone books are used as a primary source of this information. Google is your phone book. Giving you the results you want.
Basically, Search Engine Optimization works by taking key terms that are relevant to the client, and over time working with them to get them to the front page of SERPs (Search Engine Results Page). This is where their customers are. Where they need to be. But making sure that a company is ranking for the right keywords and phrases is what is important.
Let’s take plumbers for example. Ranking as a plumber in your local area is great! But even better, is ranking for the individual services that you offer as well. Plumber is a great general term for the service industry. But often times customers look for a specific term in the industry. For instance: Hydrojetting, Grease trap cleanouts, mainline sewer cleanouts, etc. Ranking or those keywords can be more beneficial than simply ranking for just the term plumber.
Why SEO so important?
The magic of SEO is getting all your services, content, and products out in front of the audience that is really looking for them. That is also why it is so important. There is a joke in the SEO industry that if you want to hide a dead body, put it on the second page of Google because no one looks there. While it sounds funny and somewhat ridiculous, it is true. 95% of people never look past the first page for anything.
This means that if you are not on the front page, chances are you aren’t being found. 67% of the clicks, and subsequent sales, appointments, etc. go to the first 5 links. When you think about it, if 1000 people are looking for your product, and you are on page 2, only 50 are going to find you. That means you are losing 950 potential clients. And that also means that your competitors are getting that business.
What can I do to improve my SEO?
While SEO can be tedious and time-consuming, it is something that you can do if you have a lot of patience and time. There are a lot of resources that will help you get an idea of where to go with your SEO campaign. Google has a great tool that will tell you what your page load time is. You can find it under Google PageSpeed Insights.
There are other tools as well such as MOZ that will somewhat tell you how trustful your website is. And of Google Analytics and Google Search Console are must-haves for seeing what traffic you are getting, from where, and what they are looking for when they found you. Then you can see where people are coming from and make any adjustments that you need to your SEO and marketing strategy. There is a lot more to SEO than that, but it is a great place to start. And a great way to check your SEO companies work. Don’t be afraid to ask them for reports, analytics, and rankings.
Read more about Googles newest Core Algorithm Update here: Florida-2-2019-core-algorithm-update which was released March 12th, 2019.