Search engine optimization (SEO) is a highly sought after service by business owners and marketers. Businesses seek to optimize their websites for better search engine rankings because higher ranking translates to higher traffic and consequently greater conversion potential.
You stand to offer a lot of marketing potential as an SEO professional because not only are the opportunities in search engine optimization are vast, but the demand is high. It is however, important that you be aware that gone are the days when simply writing great content and building links guaranteed a high ranking in SERPs.
It is important that you set realistic client expectations to ensure that your clients are not disillusioned while investing in an SEO campaign. Setting realistic client expectations will better guarantee your services are appreciated, paid for, and later earn referral clients.
If you are dealing with a new client, make sure that he/she understands that only sites that are at least several years old get consistent SEO results. There is intense competition and even keywords and keyword phrases that people are not searching for are often difficult to get high ranking with.
Ensure the client understands that it is possible to get a high ranking a few weeks, however only if the competitive nature for those keywords is moderate to low. Ensure your clients understand that an SEO campaign will only be effective if it is done on a long-term basis.
Make your clients understand that targeted traffic is more important than a high ranking on SERPs. Focus in the SEO industry is shifting away from having a particular keyword in a particular position in a particular search engine to how the keyword can be used to generate targeted Web traffic. Targeted Web traffic is desirable because people who know what you are offering and who are interested in the same are more likely to buy from you. In other words, quality beats quantity when it comes to online traffic.
It is unfortunate that most website owners who are searching for SEO services only look at the smaller picture and insist that the SEO company guarantees high ranking in search engine results pages (such as a high PageRank or PR on Google). If you ask most website owners what they want from an SEO campaign, most will give you such answers as “a top-4 ranking in Google/Yahoo! for my keywords.” Make sure your clients understand that a good business goal is something like “to bring many people who want the specific product/service I sell to my site”.
Although a high ranking in SERPs is desirable, the truth is that a lot of effort, time, and money go into this because of the high competition, especially for ecommerce SEO. Whatever you are selling, note that there are probably thousands, if not millions, of other sites that are offering the same thing or something similar and that use keywords and keyword phrases similar to yours. Even the best SEO company will not magically wave a magic wand or snap its finger for you to have a high ranking in SERPs. A high ranking in SERPs will be of no use if it does not add value to your business.
Does this mean that search engine optimization is dead? The simple answer is that it does not. SEO’s sole focus of attaining the number one ranking in SERPs for the best keywords has changed. Do not expect to do well with such a keyword as “best motorcycle helmet” because there are thousands of outlets, online and offline, selling motorcycle helmets.
Ask your clients to broaden their horizons and to see the bigger picture. Whenever a client tells you to help him/her attain a number one ranking in a particular search engine’s SERP, point out ways of fixing the website for it to attract more target traffic. Focus on improvements that will help the website design will work for users and search engines alike. Point out to your clients that they need not focus on “money phrases” and they need not insist that these phrases appear on all Web pages in their websites. Make them understand that there are other related keywords and keyword phrases that people are typing into their search engines every day.
Most website owners create content for the sake of creating new content. They can be forgiven for this because the SEO industry has been insisting on good content for many years now. The word ‘great content’ has been thrown around for so long that few understand what it means today. Content creation services are so numerous that they have created a whole cottage industry.
There are even some content creation services that ‘rent’ content. Ensure that your clients understand that great content does not mean spam pages with the keyword substituted from one Web page to the next and it does not mean describing your products’ history. Ensure your clients understand that great content is content meant for the readers, not for search engines.
So, what makes great web content?
1) Great Web content is unique. The content should have creative ideas that nobody else in your industry has thought of. Being creative means you do not simply copy from your competitors.
2) You must be an industry leader. You must be willing to raise your voice and express your opinions, regardless of what people think of them.
3) You must be willing to pour your soul and heart into the website, not simply looking for quick fixes.
4) Great content takes care of Web users and search engines alike.
5) Great content is content that helps you get targeted Web traffic.
If you explain this to your clients, they will understand that generating quality content is neither easy nor fast, but once done, it will give lasting positive results.
Explain to potential clients that they must first determine their true goals before they call you. Explain to your clients that there are many SEO companies that promise more than they can deliver. A company that tells you it will deliver a number one ranking in a short time is simply after your money.continue...
In 2015, the SEO climate is expecting rapid changes. And as a result, businesses and website owners need to revamp and adapt their SEO strategies to remain both competitive and free of any penalty risks.
To help you plan for a solid approach to SEO in 2015, below we share some insights, elements, and considerations to embrace for this new year. Let's dive right in.
Search engines will be putting a greater emphasis on the content that is generated by way of social media. Therefore companies that are increasing their presence on the major social media platforms (Twitter, FaceBook, Pinterest, etc.) stand to gain considerable benefits early.
Content that is does not serve the latest algorithmic updates should be revamped. This includes content via websites, blogs, static articles, and product descriptions.
Since search engines are learning to determine the context of a search, this new approach is quickly making a dinosaur of the traditional keyword search. A semantic search is based upon multiple variables that range from previous searches to geographical location. For 2015, business must strive to target their audience while determining what motivates them.
Google Analytics and more SEO specialists have tools that allow them to discover immediately how well campaigns are faring by way of search engines. This will assist specialists will faster planning and improved implementations.
In 2015, there are an increased number of companies that are learning that SEO is an important marketing tool. With that being said, the competition regarding top rankings will rival Olympic trials in the New Year.
Now that the vast majority of the world has a smartphone and/or tablet, most of their web browsing is taking place there as well. Therefore businesses must take note that mobile search engines differ from traditional search engines. Having a mobile-friendly web design in Peoria will be essential to survive, along with SEO.
The days were well placed keys words would guarantee your company impeccable ratings are swiftly dwindling away. Due to the change in searches as well as consumers desiring actual information, content needs to be filled with quality content. Key words can still be used but not as a dominate feature.
With the increase of companies using every form of web content available (static articles, blogs, etc.) companies will be forced to pay for advertising in order to achieve an edge above their competition. This method will allow your brand to be placed before millions of people as your competitors continued to crank out a multitude of web content.
With the introduction of products such as the Apple Watch, augmented reality will pose quite a few issues for click centric SEO specialists for the majority of 2015. Content that is expressly immersive (videos, pictures) will continue to be valuable as a method of attracting new customers.
In 2015 you will begin to notice that consumers have far less tolerance for aggressive sales techniques. Therefore sales tactics must be altered in order to avoid missing out on potential revenue. Be prepared for the consumer to be in more in control than ever before as it pertains to how they are sold products and services.
Moreover, SEO strategies for 2015 will be ushering in a few changes that will need to be adhered to in order for companies to remain in the eye of the public. The realm of SEO is forever changing and it is imperative to never become comfortable with current trends to the point that you become outdated more swiftly than the wind blows in Chicago.continue...
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