YOU KNOW WHAT it stands for. You know that if you want your website to stand out and do its job, you have to employ it. But you just don’t get it. SEO. SEO. SEO. The more you say it, the more alien it sounds. SEO marketing is one of the most misunderstood aspects of running a successful business, a distant planet, if you will, located somewhere in the Google universe, with a language, purpose and people all its own.
As with anything unknown, there are myths about SEO. As a small business owner, if you can break through some of these and start speaking SEO, you’ll be telling the shop cat, “Toto, I’ve a feeling we’re not in Kelowna anymore. We’re in the land of Google.” And that’s when your website climbs the search rank ladder. Site traffic soars. And leads becomes sales.
Here are the top three myths about SEO marketing:
1. All text and no action
For a while there, SEO meant spraying target keywords (ie Kelowna pizza) all over the site. Today, many business owners know that that’s not only hard on the intelligent mind, it peeves Google and can backfire, quickly.
You see, Google sends an army of spiders out to our websites to see what they’re about, how good the content is, and if people are consuming it. But the spiders don’t just eat text. They eat photos with SEO captions, and YouTube videos, too. Give your site visitors more than just clear and convincing SEO copywriting, appeal to their senses with other mediums—photos and videos—and the spiders will reward you.
Multi-media content is also good for those humans, many of whom learn visually and rather like watching other humans doing things.
2. It’s all about quantity, quantity, quantity
Content factories are probably almost as common in India now as sweatshop clothing factories, and many in the western world are only too happy to buy. Because the goal is to pump out blog posts like an assembly line, right? No matter if the text barely qualifies as English?
Even if you’re using engaging and easy to read SEO marketing copy written by a native English speaker, or even, heck, a professional copywriter, the goal isn’t just to write a lot of stuff. It’s to write a lot of good stuff—stuff that’s relevant and interesting and original and relatable—regularly.
A point I often make to drive home this idea is this: There is no SEO without a story. Are you going to read and share the ingredients list on a Cheerios box, or a blog post about a drycleaner who hires people with disabilities?
3. You can just SEO your site and be done with it
As an SEO copywriter that works with a lot of small business owners, I often hear this question: “Can’t you just SEO my site and forget about it?”
Nope. It doesn’t work that way.
Yes, the content on your static website pages can be optimized for search engines, and, save for a few updates, those pages can be left alone. But among the 200 factors Google uses to determine a site’s search rankings is the frequency high quality content is published. So, SEO is something you have to work at a little bit all the time, just like fingerprints on the door and keeping books.
Now that you understand SEO a little better, let’s talk about language that’s clear and convincing. Read our post Writing Website Content? A Kelowna Copywriter’s Top 3 Tips.
Are you looking for SEO marketing content that combines the science of SEO with the art of storytelling so you can impress Google and humans? The BC copywriters at Read Head Copywriting offer a range of copywriting services, including website content, press releases, profiles, articles, scripts and blogs.