5 Things Your Boss Wants to Know About SEO
Not everyone understands what SEO is and why it should be a part of a comprehensive marketing plan. The most effective way to convince a person of the merits of something they don’t know is to educate them. I have compiled a list of questions your boss may ask when you attempt to optimise your website for search engines.
1.Why is SEO important and why should we use it?
In a nutshell, your competitors are using it and getting great results. Even if your company is achieving good market share, every day your site is absent from the first page of search engine results is another day your competitors are taking a piece of it off you. Optimising your site for searchers will make it easier for customers to find your business and more likely to use your services or buy your products.
2. How important is content and how much do we need?
Content is one of the pillars of SEO and is vital to ensuring your site ranks. This doesn’t mean simply putting keywords on a page, rather it involves a strategy around boosting engagement and sharing, which in turn builds a comprehensive link profile. There is no magic number around how much content is needed and the quality is more important than the quantity. The more content you have, the more chances for engagement you create, but if it isn’t valuable and worthwhile then it will achieve nothing.
3. Is SEO cost-effective or is PPC better value?
The short answer is that SEO offers a better return on investment. SEO is a long-term project that will offer sustainable results once it has been developed and refined, however, PPC is entirely reliant on money. Once you stop paying, you stop being seen. Paid ads can be useful in competitive markets and offer a quick way of bringing traffic to your site, but it shouldn’t be considered as a replacement for SEO and a reason to stop trying to improve organic search traffic.
4. How many variations of SEO are there?
SEO comes in more than one flavour. Depending on the size of your business and the product you specialise in, you may want a local, national or global campaign.
- Local SEO is perfect for small businesses that want to attract the business of their community. It is used to target specific suburbs and cities, providing stronger leads for better conversion.
- National SEO takes your business to the whole country, allowing you to target all the major centres, as well as the smaller regional towns.
- Global SEO is the largest and hardest to achieve. It involves ranking on search engines and regional variations of Google around the world.
Businesses will also focus on services, products (ecommerce) or both. Good ecommerce SEO is much different than local service based rankings and requires a different skillset. It’s important that you understand how they are different to rank well.
5. How does Google decide which pages to rank on page one?
Google’s position as the largest and most popular search engine makes it the tastemaker of Internet navigation. It is constantly refining and updating its strategy to keep the first page free from nefarious techniques and outdated SEO methods. It has shifted its focus to ensuring that the pages with the highest SERP rankings have exceptional content and generally good user experience. Google are secretive about their exact ranking algorithm but trends show that spammy backlinks, keyword stuffing, and low quality content will cause more harm than good.
Successful companies don’t need a reason to move forward
Search engine optimisation is constantly changing and evolving. Your boss needs to understand that attempting to stand still in the fast moving digital arena will result in the company being left behind. This alone is more than enough justification for implementing a comprehensive digital marketing strategy.
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