Search Engine Optimization Strategy

The noise, hot air, and garbage flowing out of Congress is legendary.  The SEO industry is a close second- there are more quack theories, complicated techniques, and silly ideas produced every day than you can imagine.  And each idea is generally promoted by a person really good… at marketing.  The internet is a repository of some incredible sales copy and great marketing minds, however too often, great copy and great products don’t align.

SEO boils down to three things:

  1. Proper Keyword Selection
  2. Alignment of keywords and page contents,
  3. Overall importance of your web page in the moody, opaque, nebulous and fickle digital popularity contest judges known as the Search Engines.

Thankfully, there are a few constants that even the Search Engines adhere to, that you can rely on to make the world, and the Search Engines, realize that your web page is important and deserves to be #1.

Ready for the Great Big Secret?

There is no secret ingredient….

Actually, I learned this watching Kung Fu Panda with my 4 year old… But it has real merit.  Too often in life we seek shortcuts, trick, or inside tracks.  This is rarely productive.

Often the shortest path to success, be it Google rankings, business cash flow, or a date on Friday night, is the direct, honest approach.  There is no secret ingredient here- Just go out there, find your prospect, tell them what you can do for them, and tell them how to get a hold of you.

In a digital world, the direct approach means publishing lots of content (articles, videos, software, ebooks, webinars, forum answers, etc) in a wide variety of places, with good information that interests the reader or viewer or user, and with focused keyword links back to your sites for the searcher and the search engines both to follow.

Another parable is of two Law firms- one markets via flyers in the parking lot, the other markets by handing out business cards at the Rotary Club and Chamber of Commerce.  The lawyer building his practice by meeting people at the Chamber, creating a real relationship, and handing out a business card, may hand out 1/10th the number of cards as the parking lot guy, but will probably get 10 times the results.

  1. Find your prospects- find the keywords they are looking with, and find the other places they are online.
  2. Leave breadcrumbs back to your site for those right people to find, and the search engines will find them too.
  3. Your website traffic will increase and if it’s appropriate traffic, your conversions and profits will increase if your site is built with the Most Desired Action in mind, focusing on What’s In It For The User.