SEO Deserves Your Strategic Attention
All too often, SEO is treated as an after-thought or an add-on to an existing website. As said in his article published on : “SEO is not a condiment to be sprinkled on a dish after it’s been cooked; it needs to be baked in from get-go”.
And that means it needs to be part of your business strategy at the planning stage.
Before we get too far into how to incorporate SEO into your business strategy, let’s propose a definition of Business Strategy that will carry us through this article. There’s no one definitive definition we can use; the one following is a blend.
Business Strategy: A Definition
Business strategy is a company’s master plan, or map if you will, of long term goals and the steps needed to achieve them. It encompasses all aspects of business operations:
- How the business achieves its business goals
- How the business attracts customers
- How the business satisfies and retains customers
- How the business competes
- How the business differentiates itself from competitors
- How the business makes money
In addition, an effective business strategy reflects:
- the business’s strengths
- the business’s vulnerabilities
- the business’s resources
- the business’s market opportunities
A good business strategy lets the business envision where it will be in the future—and provides the plan for getting there.
Your business strategy needs to communicate the “how” of what makes your business great. It needs to convey to your prospects exactly how your strategy influences everything your organization does.
How Does SEO Fit Into Your Company's Business Strategy?
Every aspect of your business, including – and perhaps, especially -- your online presence is integrated so that you must think about all components at the same time. As the following chart illustrates, each part carries equal weight in the success of a business strategy.
Your business strategy and your SEO strategy must align.
Ways that SEO Has Strategic Impact
1. We identified how your business competes, how the business differentiates itself from competitors and how the business makes money (generates revenue), as key elements of your business strategy.
When your business appears in the SERP (Search Engine Results Page), it not only increases traffic to your website and potentially increases revenue, it takes those benefits away from your competition. Any time you miss an opportunity in search, that missed opportunity benefits your competition.
SEO is a strategic asset, both in offense and on defense, in your fight vs. your competition.
2. We identified how your business attracts customers as another of your strategic elements. SEO works to increase awareness of your business and attract customers to your website and social media platforms and ultimately convert them to customers. SEO today is more about attracting the right type of visitors, the ones who are interested in what you have to offer, rather than just random traffic.
In terms of demographics, what is your ideal customer searching for? How are they performing web searches? Where are they located? Search results can act as a focus group in which you can perform an accurate analysis of who your customers are and what they are looking for. The more specific you can be, the more valuable your SEO efforts become.
3. We identified your business’s market opportunities as part of your strategy. Here’s where SEO seriously comes into play. It’s all about helping you create market opportunities.
Content is a huge part of SEO, and your content must address the things your audience will want to read and find useful. This, in turn, allows you to make a connection to what you sell. That’s how you think strategically about search engine optimization.
Instead of writing sales-focused content about your products and services, you’ll write about the problems your audience is facing and how you can help to fix them. Start by developing a list of problems your target audience might be experiencing that you can help them solve. Conduct keyword research around this list of core themes and identify the top five topics that you’ll produce content around.
Keep These Things in Mind as You Create Content
1. Most people search on mobile devices. You don't need statistics to tell you that in the past few years online mobile searching has overtaken desktop searches. with 93% of searches taking place in Google. Optimizing websites for mobile browsers is critical if you want to rank well in SERP.
2. Search engines other than Google exist. that 'Googling' has become a verb. However, searches do take place on other sites, such as Microsoft’s Bing (second biggest), Yahoo!, Ask.com and AOL.com. Search for your site on Google alternatives to see where you rank.
3. People use . Not long ago users searched by typing in on their desktop computer phrases like “flower delivery+New York City.” Can we say “awkward”? Now people type in or like “who delivers roses near me?” These changes in search behavior impact the keywords and content that will be most valuable for your site.
4. Research and analyze your audience persona. Drill deep down into the marketplace to discover who your target audience really is and exactly what it is they’re looking for. Existing search results allow you to create an accurate profile of who your customers are (in addition, of course, what they are looking for).
5. Update your knowledge of your competitors to get new ideas and help you develop new strategies. should be a part of any business strategy.
As part of any business strategy, SEO is integral to driving customers to your business via online platforms. However, SEO is ever-evolving. And, although SEO once was not much more than adding keywords to your site for search engines to find, SEO in 2018 is far more complex and involves a much broader scope of considerations. To stay ahead of your competition, you need to be continuously monitoring and tracking how well everything is working.
Nowadays SEO is a full-time job for small businesses and many are turning to the social media marketing and website design experts at DigitalMXonline.com for support.
Sources used in this article and resources for further reading.