I am writing this post as there often seems to be confusion regarding what exactly SEO is. SEO stands for Search Engine Optimisation. What it means simply is optimising your website’s structure, content and appeal for the search engines. The process is targeted to specific search queries (the words people type into Google) that are relevant to your website (and by extension your products, business and industry).
A well run SEO program will see you website listed on the top half of page 1 on Google for the most important search queries people use, when looking for your products and queries. On top of this, a well run SEO campaign will ensure your website provides search engine users with the information they are looking for, when they use Google. IE. Your website content answers their search questions, so the person on Google does not have to keep looking for what they need.
These results can be observed by a Google search and typically by an increase in website visitors. Once this result has been achieved, your SEO partner should be shown gratitude for a job well done. If you would like some help with your SEO, please leave your details at the Ocean Feather website, we’d love to help.
What SEO is not though is an increase in conversions. Sure, an increase in visitors to your website should naturally lead to an increase in enquiry, it does not always happen that way. If you have a really bad website, it just might not convert visitors into enquiries. A well run SEO campaign will really highlight this to you, but it won’t help with conversions. If this is the case, its time to look at your website. Does it present professionally? Are your contact details obvious? Can people find the information they need easily? Does it work well on smart phones? Do you have a clear offer and call to action? There are many other things that can impact conversions on a website.
As a business owner, you should be reviewing all these questions regularly as part of your ongoing marketing, but if your website is not converting despite successful SEO, don’t beat up your SEO guy, he has done a good job for you. Work with him instead and see if he has any website conversion advice, or knows someone who does.
SEO isn’t a fix for a bad business either. IE. If your website is making sales, but your sales are not profitable, all SEO will do is send you broke faster. In this case, you should probably stop SEO immediately and rather spend your money on business coaching.
So thats it for Friday afternoon. A quick lesson on what exactly SEO is. You can go and enjoy your weekend now.