I recently sat down with Evan Robertson. (Evan is a consultant on internet marketing ranging from social media to email marketing and everything in between.) We discussed some of the challenges small business’ have regarding getting noticed online.
In the spirit of sharing via this brief interview, here are the Top 3 questions and answers about SEO.
Let’s cut to the chase and dig in …
So Evan, what is SEO and why should my business care about it ?
I would describe SEO (search engine optimization) as a term applied to enhancing the online market position of any entity, such as a brand, product, organization, place etc. as it relates to search engines and the ability to be properly detected, ranked and listed by search engines. This practice manifests itself through a wide variety of strategy and tactics, all with a common goal (among others) of improving the position of a result on a search engine result page, and the quality and relevance of the result.
All businesses should take a serious interest in SEO as it is a major pillar of any marketing strategy. Well planned and executed SEO cannot only greatly increase the amount of traffic (visitors) to a website, but can also result in increased conversions. Conversion is a term used to describe a website visitor completing a desired action. Conversions can be something such as a sale on your website, a call to your customer service department or sales person, a download of company content such as a brochure, sending a request via email for more information or just about anything else. SEO is a very powerful tool for increasing conversion rates and ultimately, your bottom line.
Further, SEO is also an essential tool when dealing with the competition. When a customer searches for a term relevant to your organization, they will likely find information on you and the competition. It is very important to be visible in the search engine results page alongside the competition and to maintain a result that is both high ranking and rich in information.
SEO can seem overwhelming as it covers so much ground in the marketing landscape. With the right planning and implementation SEO can work for you and not only increase your position within search engine results, but also improve your overall online market position and bottom line.
How many keywords should I use for SEO ?
There is no hard and fast rule for quantity of keywords. This will vary based on the actual content being optimized and the publisher of the content. For instance, more keywords could be used in a long form article than a video or copy on a website home page. Ideally, aim for 2-4 keywords, but don’t hesitate to step outside these guidelines. Your keyword research will also help determine the number of keywords used. SEO is like any other marketing tactic – it will vary based on the type of business, brand, product, industry etc.
and finally.. How long do I have to do SEO for ?
This is not only a common question, but a common misconception. Finite time limits should not be applied to SEO, it is an ongoing marketing tactic, which affects all areas of an online marketing strategy. Just like any other marketing tactic, SEO must be constantly monitored, measured, and altered as needed to adapt to the demands of your market, industry, business environment, internal and external stakeholders etc.
Well, that’s it folks. I hope you learned a thing or two about Search Engine Optimization and how it affects your organization. I would like to thank Evan for taking the time to chat with me about various aspects of SEO.
About Evan Robertson:
As someone who is passionate about internet marketing, Evan works with
organizations to help them get found and be noticed online. Evan is
experienced in all aspects of internet marketing, from e-commerce to email
marketing to social media – and everything in between. Get in touch with
him for a no obligation assessment of your current online presence!