Let’s face it, if you’re a CEO — or any other executive — you probably don’t have the time to fully engage with your marketing team on the finer points of modern search engine optimization (SEO). But that’s OK. You don’t necessarily need to know every little detail to understand the basic principles of SEO.
So, what is SEO? It’s a complex practice using strategy, data analysis and the right combination of tools to properly communicate with search engines. SEO includes technical components that need to be managed behind the scenes, as well as on-page optimizations that tell search engine crawlers what they need to know. What executive has time to learn all the ins and outs of this process when trying to run a business?
Don’t worry, we’ve got your back. Here are the simple need-to-knows, or basics, of SEO for business owners.
SEO Is More Than Keywords
Modern SEO goes far beyond keywords. As search engines become more sophisticated, our efforts to optimize for them must also become more sophisticated. This means going beyond traditional KW-focused tactics to explore user intent and behavior. This often includes clearly defining the target audience’s search intent along the purchase path, suggesting content topics, and engaging in A/B testing and conversion optimization.
SEO Takes Time
Unlike PPC or email marketing, SEO efforts do not result in immediate, measurable ROI. Since a primary function of SEO is to communicate the relevancy of your website to search engines, naturally it does take some time for search engines to “learn” what we want them to know about your website.
SEO Is Technical
SEO takes both knowledge and technical skill to implement correctly. Technical SEO is a job for either SEO-trained developers or an experienced SEO, not your cousin’s best friend’s boyfriend who read an article on search engines once.
SEO Needs Content
Don’t be surprised when your marketing team starts asking for more content. SEO and content are like two perfectly synchronized marketing cogs that work together to produce maximum results. To get the most out of your SEO efforts, you will need content resources. And vice-versa.
SEO Costs Money
They say you “get what you pay for” in this world, and SEO is no different. Modern, sustainable SEO relies on technical skill, content savvy, user-behavior analysis and strategy execution. A perfect one-man-band SEO does not exist — there simply aren’t enough hours in the day.
To maximize SEO efforts, you have to spend some money. Associated costs often include: content creation expenses, paid diagnostic and reporting tools, paid local SEO management tools and directory listing fees, among others. And because SEO is a process, there really is no end. You don’t just optimize your website and walk away. Search engines are always changing and competition will always be fighting for rank. To consistently see results, SEO should be part of your ongoing budget.
For further explanation of the basics of SEO for business owners, watch the video below.
If you are interested in learning more about SEO services, contact Gate6, a Phoenix SEO company.