We still remember the time when the only in-bound marketing was required for a successful business was the Yellow Pages. If you needed a plumber, doctor or CPA, you simply looked in the big yellow book. You might also buy a quarter-page ad in those days to get noticed. Or choosing name of your business like "AAA Plumbing" in order to be first on the list of plumbers.
Well, those days are gone. It’s obvious, people today search for goods and services on the internet. Businesses can still pay more to boost their ads to the top of a website page. But, too many might-be customer, people ignore such ads, as they believe that only "best" businesses rise to the top of organic search listings.
Then SEO, can be very fruitful, depending on the type of business. And there are many people out there endorsing ways to trick search engines into placing your site high on their listings. But we advise to stay away from any kind of “get-rich-quick” schemes.
The first reason is that people, like the workers at Google, are trying to keep these tricks from working continuously, what works today may not work in three months. It’s a moving target.
Second, if search engines figure out you are playing games, they’ll block you.
Instead, we find that consistency and quality are the keys to good SEO. With that said, the details of how to build good SEO can be complex. Therefore, we reached out to an expert, Andrew Rountree of online marketing agency Addison Clark. In speaking with us, Rountree suggested five steps for building good SEO.
1. Choose a unique company name.
You want people to be able to find you if they search on a search engine, for name of your organization, or something close to it. If you choose a name that is frequently used, it will be more difficult. For example, we initially named our company Richmond Performance Group. We didn’t understand what a poor choice this was until a year into our practice.
Half of the businesses in our area are called "Richmond" something or other. "Performance" and "group" are other words used frequently in business names. "Whitestone Partners" worked better.
2. Construct a strong website.
Make sure that your website describes exactly about your work, for whom you do it for and how you do it. You can use frequently searched terms in the descriptions. Embed the proper meta-data, which should consist of strong page titles, good page descriptions and the right meta tags.
Always remember, large is not always better. Loading your site code with thousands of meta-tags will penalize you more than helping. Using only six to ten is probably a good rule of thumb. The meta-data should also utilize frequently searched words that tie very tightly to the content on your website.
3. Embed a blog in your website.
Add a high-quality blog to your website, and make sure that it's embedded. If you let anyone else host your blog like Word Press, you won’t build as much SEO when people visit it. Also post regularly, for example, once per week.
Writing the blog posts yourself, moreover, will likely not be a huge challenge. If you don’t have the time, however, request permission to use content written by others or you can hire a reasonable ghostwriter. Regardless of where you get the content, make sure it is quality and that it's germane to what you do.
Next, ensure that new content flows continuously. It is better to post one new post in a week than to post 52 times in one week and then allow the blog to sit idle for 51 weeks. Finally, make sure that your titles contain keywords that are highly searchable that relate directly to the topic of the article.
4. Drive people to your website.
Nothing boosts organic SEO like a consistent string of visitors to your website. We have been very successful using a combination of automated Tweets that each contain a link to a particular blog article, coupled with interesting short pieces of advice, quotes and pictures and videos.
Tweets go out around once in four hours. When people click through to read the article, they go to the blog embedded on our linked website and improve our SEO. Obviously, this technique will work only if you have a significant number of followers on Twitter, Facebook or Instagram interested in the topics you're writing about.
5. Make your site more searchable.
Including a site map can be helpful. There are aids available, such as Google Webmaster Tools that skilled technicians can use to assess and improve the quality and searchability of your site. For technical help, we always rely on proven professionals.
It isn’t a sprint building and sustaining outstanding SEO but a marathon. However, it can be invaluable in the right industry.