SEO: The Holy Grail of Marketing

Next to the actual content on your website, Search Engine Optimization, or SEO, is arguably the most important part of your online marketing. Think of it as binoculars — it helps users find your business when they’re searching for the product or service you provide, driving organic traffic to your site.

When it’s done right, SEO makes sure you’re at the top of the list when it’s returning results: giving you visibility and the best shot at making you stand out among your competitors (not that anyone can compete with you!).

But how does it work?

The Key(words)

SEO relies on a series of keywords that describe what you do or what you offer. Sprinkling them strategically throughout your website means users will find you when they search for those same terms.

Sounds easy, but there’s a whole secret sauce to this thing. From determining the right keywords to where and how those keywords appear throughout your content, maximizing SEO can turn low website traffic and missed opportunities into high traffic, leads, and — best 0f all — sales. After all, that’s what we are after, right? (Yes, I said “we” because I’m optimistic we will be working together on your website content.)

Here’s a twist: A keyword may not be *a* word at all. It can be a phrase. This is called a “long-tailed keyword” and it refers to SEO that is more specific. A basic keyword, say, “coffee shop” is fine, but a long-tailed keyword might be “organic coffee shop near me.” Fewer people will search for that whole phrase, but the ones who do are serious about finding what they’re looking for: in which case, the long-term keyword will likely lead to more sales.

But SEO isn’t just for content. Using your keywords in videos, images, and even in podcasts all help push that SEO number higher and higher like the humidity in Florida. 

Is there a Wrong Way to do SEO?

Yes! Using the wrong keywords hurts as much as not using any. If readers come to your site, don’t convert into leads, and immediately leave hit the back button, your rankings drop. Ouch.

Oooh, and a pet peeve for those of us who are experienced at this, as well as the average reader: Ya know those really spammy sites where they throw so much SEO in there that it’s laughable, obvious, and worst of all, obnoxious? It’s called keyword stuffing and it is not only irritating but can cost you potential leads who get turned off by the content on your site.

Like this:

XYZ Services in Podunk offers the best value, that’s why you should choose XYZ Services in Podunk. Compared to our competitors, XYZ Services in Podunk gives you the best XYZ Services in Podunk.

That’s not SEO. That’s a poor attempt at marketing. It’s lackluster and it’s unsuccessful, and it violates Google’s Spam Policies! Make sure your content is people-focused. 

Selling Takes More than SEO

Keywords alone will fail to bring you business and boost your bottom line. You also need crazy good, constantly refreshed, content that is high quality, relevant, and valuable. 

Effective SEO requires strategic keywords mixed with engaging content that tells your story, sells the reader on what you offer, and propels your customer to continue their journey with you and your business. Google rankings are focused on more than particular words or phrases; they must be incorporated into content that includes:

1. Backlinks. These are links to your content from someone else who’s read it and found something particularly valuable they want to share in their social media or their own website or blog. 
2. Quality information. If you’re only writing sentences to include particular words, you’re probably not giving the buyer the journey they need to turn from prospects into customers.

Gee, if only there were someone who could help you with both keywords and copy. Who could that be? Google! Here’s the official Google SEO Starter Guide, which you can peruse to your heart’s content. But if you don’t have the time or inclination to deep dive and want an expert to manage this crucial sales tool for you, I’ve got a suggestion for you.

<Points two fingers at me, while still trying to type>

Say it with me now: Lollipop Copy!

Give us a chance to work with you on your site, its keywords, and its content, and watch your web traffic soar.