There was a time when SEO strategy was a list of tips and tricks designed to fool the fledgeling Google algorithm into putting your website at the top of its search results. Back then, SEO was a necessary evil, forcing people to spend time and energy on keyword cramming, hosting multiple microsites, creating an entirely new page for every keyword, and spamming directory listings.
Luckily, these kinds of practices are far behind us, with Google finally getting wise to all its algorithm’s loopholes. These days, Google champions solid content, useful information, and trustworthy sites.
Today’s SEO is all about creating content that is useful to your audience. That means providing them with advice, information, and ultimately solutions to whatever problems your business is best placed to solve. However, that content must also be engaging, well written, and to-the-point. Boring sales copy and keyword cramming does no one any good these days, believe me!
Instead, today’s search engine optimised copy should be ‘storified’. That is, it must walk your audience through a narrative, from the beginnings of their problems, through the struggles they have faced, and ultimately towards the product or service that your website can provide them with.
When you consider that contemporary SEO practices are basically just signposts to creating an objectively good, user-friendly website, you can see how an effective SEO strategy is just a good business strategy.
To demonstrate, let’s take a look at some of the activities that a good SEO strategy involves today:
- Creating the content people are looking for
- Proving your expertise
- Demonstrating authority in your space
- Establishing a trustworthy brand
- Getting featured on podcasts, magazines, publications and other websites
Now tell me, which part of that doesn’t feature in a good business strategy? I’ll give you a hint – it’s none of them!
Google’s ultimate aim is to provide the user with what they’re looking for. In fact, here’s their mission statement:
“Our mission is to organise the world’s information and make it universally accessible and useful.”
That’s it, that’s all they want to do. So it stands to reason that what’s good for the user is good for SEO, and good for your business.
In this video, I’m going to show you how a solid SEO strategy works as a compass for your entire business – pointing you in the right direction to get more traffic, more engagement, and of course – more customers!
Every company should be following an SEO strategy if they want to make the most out of the time they spend on their online presence and maximise their profitability (results like this client 3Xing organic sales in 5 months). Without a strong content and SEO strategy, businesses are doomed to have to work twice as hard for the same results or risk failure altogether.