No company would put any effort into their website unless they wanted it to be seen by as many as possible. This is how you know everybody with a website needs a SEO plan.
Whoever says they have no interest in SEO is saying instead one of these things:
- I simply want to connect with my audience
- the business needs a place to share updates
- I got a website because everyone else got a website
At best, you may find it endearing how they passively accept aspects of an SEO plan while rejecting the SEO plan as a whole.
The reasons can be many.
Perhaps a self-declared SEO guru disrupted their business with some teachings in the past.
Perhaps they are not much of a fan of the online way of doing business so they reject the value of search engine optimization.
Perhaps it’s just an innocent rookie that demonstrates their lack of knowledge about modern marketing.
The SEO plan
Global vs local
Those who want to improve SEO understand that it’s an area of slow progress. They also understand why and how to navigate this inconvenience.
If you’re planning to address a global audience, you clearly have to deal with a larger pool of competitors than if you were to start locally. Therefore, if you want to see immediate results in the early stages of implementing SEO, be mindful to pick the right keywords for your website.
Don’t waste your time trying to rank for keywords that would work for a global audience. Use keywords you would hear locally in a natural context even if they seem silly when compared to the keyword set you would use if you were targeting globally.
Silly or not, those are the phrases real people use to talk about their interests, so that’s what your business needs to cover.
Much like with anything you want to be successful at, it’s in the beginning stages that things are the most challenging and frustrating.
SEO also doesn’t work in a vacuum, so if you want to improve SEO, you have to improve many other things. But to educate yourself on multiple areas is always a long-term win, isn’t it?
Immediate SEO results [social media and PPC]
Where you start with SEO is a matter of how fast you want results.
For a business that is just getting into increasing website traffic and nurturing leads, the fastest method to start ranking is a combination of PPC and social media strategies.
It’s not news that people respond best to visual content so especially in the beginning focus your efforts on platforms like Instagram and Pinterest.
Push out content for a month then take a look at your engagement. It is at this point only that you start thinking about how to engage these visitors further.
As successful as your posts may have been, how you interact with your leads next has to be an upgrade because that will be a new stage.
Creating content for each stage of the marketing funnel is a non-negotiable deal you make with yourself if you want to have an honest shot at this.
I know what’s on your mind: can this first stage approach work without paid social media? Of course, it can. It’s just that the results will not be as fast and we were talking about immediate SEO results.
Investing in PPC in the beginning also works as a great incentive for yourself and your team because you’ll want your ads to look impeccable if you’re paying for them. It’s just human nature.
Long-term SEO results [blogging]
As you take notes on how people respond to your initial content, you can use their specific online behavior to improve your website. From navigation to color scheme.
If powder blue brings in more traffic, why be stubborn and have your website palette dominated by shades of your favorite color which is not power blue?
To cut to the chase: your website is not about you, it’s about your customer.
Also, now you have an idea about what your audience responds to thematically, which means it’s time to write some good blog posts. But not before you pick the right keywords for your website.
If you do things in this order you create pieces of content that support one another and express a solid and credible point of view (yours/ your company’s) instead of populating your blog with unrelated posts.
Blog content should be 99.99% informational, but you’d be surprised how many marketers place a “BOOK CALL NOW!” banner 3 times in a barely 500-word piece of content. 🤦♀️
One time would have been enough, and working it into the post rather than separating it format-wise would have been better.
Look, no one is saying not to create promotional content, but don’t bait and switch your leads. As mentioned already, you are supposed to create content for each stage of the marketing funnel and promo definitely has its place. So present it as such.
Saying one thing and offering another makes you a non-credible source to your visitors at best, and a scam at worst. Bye-bye page views and user engagement.
Figuring out how to write good blog posts is all about understanding that you are the voice of authority on a specific set of topics and you intend to share knowledge in a way that others who don’t know as much as you do would understand. That’s it.
Put out good info, and people will share it, thus increasing your chances of obtaining links passively. Content that someone finds valuable will bring in traffic months and even years after it has been initially published.
Even if it didn’t in the beginning, slow progress sounds good right about now, doesn’t it?
Don’t forget your blog essentials:
✍️ perfect grammar
#️⃣ social media promotion
🔗 friendly URLs
Want to hear something the corporate world doesn’t like about SEO? It’s not easily scalable. Some COO’s vein popped reading that.
Working with templates of any kind in SEO is a bit delusional. At best you can create templates within a single project and then use those as inspiration to create other templates for other projects. Emphasis on getting inspired, not duplicating.
You cannot use the same SEO plan for a small business and a renowned enterprise. The expectations, resources, and ways of working are different, therefore, the search engine optimization analyst must assess and customize.
While the small business starts the process by creating these eye-catching pins on Pinterest a couple of times a week, the big corporation signs up a few online influencers to direct traffic to their website. It’s honest work in both scenarios, no need to be a cynic.
In both cases, however, it’s a whole task in itself trying to find the most effective way to talk to your management about SEO.
As a rule of thumb, it’s when the SEO analyst feels like they need to use jargon that they are about to offer more details than the management can keep up with or cares about.
What the SEO analyst needs to do is be the person that from their own non-executive point of view shows management:
☑️ where the business is doing well
☑️ where the business is lacking
And most importantly:
✅ how to use SEO to boost business assets
✅ how to use SEO to fill business gaps
To speak management’s language, assess dollar value to both these aspects. Analytics are your go-to here. Use traffic data to show them:
💲the money that was invested
💲the money being made
💲the money that could be made
I advise standing your ground while communicating with management. Out of all the people in a company, it’s usually the C-suite you can expect to want to cut corners, employ quick schemes, buy links, etc.
You have to explain to them the consequences of it all. That being said, don’t hate on the C-suite. They are not ill-intended when they throw out these kinds of ideas, they simply don’t know enough about search engine optimization to be as horrified by what they’re saying as you are.
On a good day, they too know that what works operationally in a general sense doesn’t work for specific areas of business. But that won’t stop them from making wack proposals, so you have to. ✨