Search Engine Optimization (SEO), if you have a company with a website, no doubt you’ve heard the term and at some point you may have been told that you have to do it. Of course, you have a website and a product or service that you want to put out into the world. To get out in that world, you need to be found by potential customers. But is SEO really the wonder child of digital marketing?
It’s a big deal to get on the first page of the search engine results page (SERPS) and for good reason. Most customers who are searching for something rarely go past the first two pages. In the early days, this perk was obvious- the higher the ranking increased the number of people the website was exposed to. This lead to some shady stuff happening with web developers- which turned some websites into some really un-user-friendly places. Then the smart folks at Google started putting algorithms into place to curb this activity.
Here’s the biggest mistake some people mistake when doing SEO on their website- solely focused on keywords. The obsession with what people are typing into search engines has gone on long enough. It won’t work to simply slap a bunch of those words onto your website and wait for the clicks. That will get you penalized by the algorithms my friends. With nothing interesting or unique to say on a topic, you might drive up your organic search analytics but those conversion numbers aren’t going to move.
Let’s face it, the goal isn’t to only get people to your website, but to do something – subscribe, buy, request more information, call you, or come into your store, make a purchase or whatever your call to action happens to be.
Being tops in the SERPS and driving that organic traffic is only one piece of the equation. Well, all the keywords in the world aren’t going to turn a potential customer into a paying customer. Keywords are just a tiny piece of a holistic digital marketing strategy. Keywords may get someone to your site, but they don’t keep them there- the value that you create for them does.
Over the next few blogs, I’ll be discussing a few more bits and pieces of a holistic digital marketing strategy, so come on back. If you’re interested in working with me on some content for your site, contact me for a free consultation.
Terri Jones Cherry- Freelance writer, I love creating, traveling and being a mom. I'm incredibly inquisitive and always want to know why.