The Ultimate List of Reasons Why You Need Search Engine Optimization
SEO Is A Crucial Part Of Your Marketing Mix
If you’ve read my other posts here on Search Engine Land, you’ll already know that I’m clear about the importance of SEO for marketing any business. SEO is the master when it comes to pulling in prospects, and can help boost conversions too.
But I also believe that SEO is not the only game in town! SEO alone cannot help you reach your highest marketing potential. Social media, branding and other marketing strategies segue into and complement SEO, the combination strengthening and reinforcing each element to grow your business exponentially… faster.
As a manager or CEO then, your challenge isn’t about picking one over another, but how best to intelligently integrate SEO into your marketing mix to reap rich rewards.
And that’s why this isn’t a ‘battle between marketers’, with specialists in each branch trying to out-sell the other to their clients, but rather an opportunity for collaboration and partnership in leading a business manager or CEO towards the right mix of marketing services – including SEO – that will bring the highest cumulative benefit.
Instead of always “giving customers what they want”, it’s time to face the fact that, often, clients do not know how to select from the diverse options at their disposal.
As professionals, marketers and SEO consultants must not be dismissive or misleading about other specialties than their own, but instead help clients build the right foundation, mix and plan, and then guide them to effectively implement and manage the most cost effective, high-return strategies and tactics that are aligned with their overall business goals.
A part of the responsibility professional marketers share is to steer clients away from danger, or stop them from embracing populist tactics that will actually turn out to be a quagmire in which their business gets stuck, or quicksand into which it gradually sinks without a trace. In my opinion, ‘not telling the full truth’ is just the same as ‘lying’. This approach may not work for every company. Some might even frown at your desire to step outside your scope and field of expertise.
But for small and medium businesses and start ups, by adopting such an advisory/consultative role and offering professional advice, reaching out a helping hand to offer “business development” advice, and showing rock-solid proof to back up your offerings, prices and advice, you can go a long way in building trust. At that point, clients will be willing to follow you, even when you suggest an approach that points in another direction than what they believed would be the right choice.
It bears to always keep in mind that clients are buying a consultant’s expertise only because they don’t have it themselves, and therefore they are (logically) unable to ask for the “perfect offer”. Selling them whatever they ask for is often not in their best interests. And this is just as true for big brands with internal staff as it is for smaller businesses.
Frequently Asked Questions
Your primary domain should not include a keyword just for the sake of keyword optimization -- that can actually hurt your SEO. If your company name happens to have a keyword, that's fine, but don't go buying outboundmarketingsoftwarebloggsocialseo.com.
Unfortunately, I can't tell you an exact number that is the "right" number of keywords on a page, mostly because that's the wrong way to think about keyword optimization.
There's no keyword density you should be aiming for -- in fact, using a keyword too many times can result in penalization due to "keyword stuffing." Just keep the reader in mind, and only use keywords when you need to. You'll find enough natural opportunities to include keywords that you won't even have to worry about reaching an arbitrary number.
Internal links are links on a page on your site that go to another page on your site. Inbound links are other websites that link to your content. Both are valuable for SEO.
There are a few different factors that will determine how quickly (or slowly) results will come. This list includes, but isn't limited to:
- How much content you create
- The quality of the content
- How the content resonates with your audience
- If you're a big or small site with strong or weak domain authority
A large site could possibly see results in a couple of days if a search engines is crawling their site regularly. Smaller sites will most likely take longer because they get crawled less frequently. Wait at least a week, but probably closer to a month, before you consider changing your SEO strategy -- a bit longer if you're brand new to SEO.
When you think about your goal for SEO, don't just think about the top of the funnel and how many more visits you're getting to your website. Think about your full marketing funnel and how much quality traffic you're getting to your website.
Are the people who are finding your website through SEO actually qualified prospects for your business? If not, does it really matter that the traffic to your website has increased?
As you create your goals, consider what general traffic vs. quality traffic means to you. Set goals not just based on traffic, but based on the entirety of your marketing funnel.