Recently I had an interesting conversation with one of my new clients. While I was discussing the initiatives of my marketing development plan for his business, I brought up search engine optimization (SEO). Our conversation came to a pause as he looked at me confused and asked, “What is SEO? Does my website need SEO?”
“Well, you asked me how we could create the perfect website for you, correct?” He shrugged and said yes, not completely sure what the two had to do with each other.
I told him that a perfect website does more than look good and provide service for consumers. A good website follows a list of objectives that boosts visibility and authenticity.
At this point, I gave him a detailed explanation of how Google determines a “good” website from a “bad” one. This explanation described the practices of:
Enriching the content of your website including:
- User-friendly and valuable page content
- Helpful, informative blogs
- Covering trending topics in your industry
- Connecting with authoritative web partners
- Establishing high-quality backlinks
- Updating and technical maintenance of the website’s code
- Earning a high volume of qualified, authentic traffic with favorable behavioral attributes
- Contributing to the body of information that is on the web with a unique voice and perspective
- “Playing in Google’s sandbox” by engaging via Google My Business, Google Ads and more
- Maintaining an updated sitemap as changes are made
- Paying attention to search analytics and managing content, code, tags, indexing, forms and information architecture, and monitoring search trends
- Testing, analyzing, perfecting and repeating… over and over and over and over and over
I told him if a business is dedicated to these practices, their website will earn a spot towards the top of search results. While most of what I said to him did stick, he still looked overwhelmed by all that I had told him.
“How exactly does all of this help my website attract more attention?”
If you look at web design the same way you look at academic life, website search placement is the equivalent to class standing, which is achieved by those with the highest GPA.
At this point, my client began to understand it more and more. “Alright, so how exactly does my website earn a higher ‘GPA’ than another business?”
In school, GPA is determined by test scores, but getting top test scores is a process. Don’t think of the test, think of how much effort goes into understanding the material. To become valedictorian in your business sector, GPA is earned by:
- Authenticity and intentional connections
- Contributing unique and valuable information
- Demonstrating leadership and mastery of your trade
- Going above and beyond that which is required
So, when you need a website built, don’t think of search engine optimization as another idea to tack onto the drawing board. SEO isn’t something you have to do, it’s a great opportunity that you get to do, and something you should want to do.
If your business doesn’t know how to go about making an SEO plan, or if you are still wondering, “Does my website need SEO”, contact us. Our team of marketing and website experts will help your business get seen.