SEO, where the Real Money is!

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PC and door hangers aren’t enough. If you want to make it in this market, you’ve got to invest in a long term plan.

SEO is the long term investment that your company needs. If there’s down times and you need to make cuts, where will that happen? We’ve found that most people tend to cut their marketing “expense” not realizing that it’s actually an investment.

This leads to more down times and a downward spiral that can’t be be recovered from leading to lay off and business closure. Why not plan for those tough months now? Invest in your future success and longevity via SEO. While SEO isn’t immediate, when done well it can last you through those tough times when you need to reduce your budgets anywhere possible.

Search Engine Optimization. SEO. What is it?

One of the most important components of search engine optimization is keyword use. Google It’s also referred to as your “organic rankings”. This is the position that you show up on the Search Engine Results Page (SERPS) for your specific keywords. Position #1 always get’s the most clicks. The further you are down the page will result in less people visiting your site. If you’re off of page 1 you’ll hardly get any site visitors. That’s the tough news.

The good news is that if you’re on the first page you’ll get a lot of visitors. The sweet spot is being in position 1-3. This is always the unlimited goal to achieve for all our clients. These spots get the most traffic and generate the most sales. This is why SEO is so valuable.

Identify Your Goals.

To do effective SEO it’s important to identify your objective. You need to ask questions like these:

  • Which of these are you looking for: direct sales, traffic, branding or a combination of them all? 
  • Are there influencers you’re trying to reach with a message? 
  • Is Green Biz Nursery subject to potentially negative material that needs to be controlled/mitigated? 
  • Which products do you want to sell more of, either directly over the web or through leads established online?

If you don’t have defined goals, then your campaign is rudderless. There will be a lot of work being done, but how will you know if you’re going in the right direction.

Don’t skip this step, it’s important for your long term success to spend a little time and refine what you’re trying to achieve.

What are the primary elements of SEO?

Auditing your Current Site
This includes things like assessing your current links structure, your competitiveness for Landscaping target keywords, reviewing your current rankings and fixing technical website issues.

Look at your Competitors
Who are they? How far ahead of you are they with content, traffic, links & rankings? What are they doing that is working? What links to they have that would be easy to get? What keywords are they targeting?

Continuous Website Optimization
You’ll need to fix any issues on your site that negatively affect SEO. These are things like keyword stuffing, un-optimized meta titles/meta descriptions & alt tags. Also refine and build out flimsy content. Are your keywords being used appropriately?

Link Building at Scale 
Building links is essential. This is what the pros do and if you’re not doing it, you’re falling behind and won’t be able to catch up. I’m not talking about the shading “Black-hat” links you’ve probably heard of. That’s a thing of the past and will get you “de-indexed” (or removed from Google, by Google). You need high quality links that you earn by creating good content, doing good in your community & educating the public.

Content Development
This is the sister to Link Building. You can’t build links without great content. Think of the most asked questions that your customers have and answer them. Use a variety of ways to do this. Video, long blog posts, short messages on social media and articles on Linked in are good ways to develop content.

Continually Monitor your SEO
SEO is not a set-it and forget-it type of thing. It needs constant tweaking, attention and effort. You’ll need to look at the technical aspects of your site (and fix errors) once a quarter and keep building great content and links.

 

Build a Sales Pipeline that starts as a Sapling & ends up a Sequoia