SEO: Don’t Be That Guy

By Chad D. Lerch | Owner, Digi Marketing Pros

I hear this periodically when I reach out to a business that needs search engine optimization, pay per click advertising, and more engaging website content.

“We have someone who handles our website.”

The comment usually comes from a well-intentioned gatekeeper and not the decision maker. I refrain from saying the website “stinks” and opt for the high road; I let the person know they are missing the chance to reach new customers, and ask for an appointment with the owner.

There are business owners who have websites because so-and-so told them they need one. So they launch obligatory websites and let ‘em sit idle.

Don’t be that guy. He’s getting left behind.

Your website is the front door to your business. Google, Yahoo, and Bing are the new Main Street. New customers are using the web to find dentists, chiropractors, dog groomers, coffee shops, accountants, churches, on and on…

Don’t just have a website. Have an exceptional website that ranks on the first page for all the search terms people use to find businesses in your space.

I thought it would be a good time to open the mailbag and answer a few internet marketing questions:

Where should I start with my SEO?
Make a list of all the products and services that make you money. Do those words appear on your website? Are they in your meta descriptions and headline tags?

Most importantly, do the money making terms on your list match the search terms potential customers use to find your site? It’s easy to find out. Set up a free Google Webmaster Tools account and link it to your website. After a few weeks of collecting data, start your comparison.

What Are Meta Descriptions?
Meta descriptions are embedded in your HTML code; they tell Google, Yahoo, and Bing what each web page is all about. Meta descriptions also show up in search results and help convince searchers to visit your site. So don’t just write meta descriptions for web crawlers. This is a good place to tell customers what separates you from your competitors. It’s also a good place to work in a few search terms.

What is Pay Per Click Advertising?
Pay-per-click advertising, also known as sponsored links, gives clients prime real estate on search result pages (usually on the top and along the side of the page). To get listed, you bid on keywords against your competitors. You only pay when someone clicks on your ad. SEO can take time to improve your organic search rankings. PPC ads can move you to the front page right now, if your bid is right.

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