Taming the SEO Monster—Understanding the Beast
To some, search engine optimization — SEO as it’s called, is as menacing as the Chimera Bellerophon fought in Greek mythology. What is it? How do you use it? How does it help business owners grow revenue?
To be sure, SEO most assuredly will generate more revenue for you, and it can be the cheapest form of advertising to acquire a new client. However, SEO is a rabbit hole that’s ever changing due to the people who control the platforms SEO works on, Google, Yahoo, MSN, Bing and other search engines.
There’s a reason why it’s a paid profession — you have to stay up to date with the changes in order for SEO to truly work for you. This 6-part series of articles will help you understand SEO, how to incorporate tools and tricks on your own, and what to look for in order to hold an SEO professional accountable.
What is SEO?
Let’s first start with defining what it is. SEO is optimizing your website so that when someone uses a search engine to find something, you come up as the top-ranking solution. Google is top dog in reference to search engines. Without a doubt, you should be optimizing your site so you pop up as the top results there. Your goal is to be the listed multiple times in top ranking results.
Types of SEO
There are two types of SEO: paid and organic. You need to have both working for you. Paid SEO is as straight as it sounds. You pay to be placed at the top of the list for certain keywords you specify. Organic, which is better and cheaper, ranks your website based on your content and images.
How It Works
When a person types something in a search engine, they’re called keywords. Google then sends out something called spiders to scour the web for the best sites that have what you’re looking for. What the spiders do is look for frequency, longevity and validity of a site.
For example:
Plumber Near Me
Say you get a leak in the water line under your sink. You determine it’s something you can’t fix yourself. To prevent damage, you may have to shut water off to the whole house. So naturally, you’re going to be looking for someone right away. Thus, you go to Google and type, “plumber near me”.
Spiders go out and start searching for plumbing businesses nearest your location. That’s where SEO comes into play.
Google My Business is where you set up your business profile
Frequency
Businesses that are talked about often either through reviews, social media, and publicity are determined as a “best result” and are put at the top. There is also an area called Google Business that will list local businesses. You definitely need to create a business profile if you haven’t because it’s free and helps give you top local rankings.
Longevity
Businesses that have had a web presence for a long time are viewed as valid, trustworthy and reliable and are given a high ranking. This is why it’s important to have a website if you haven’t created one.
Validity
How many times is this business talked about? How many times have others clicked on their website and more — all play into top rankings. Top rankings are the most contacted and get the business. NO ONE goes to the second page of any search engine unless they’re desperate.
Next time I’ll discuss how you can get started with SEO on your own. Until next time I wish you success transforming your business into an amazing brand.
Originally published, January 25, 2021 on LKNConnect.com
