Understanding SEO

How do you get search engines to send you "free" leads?

Have you built a website or written an article, but it isn't getting the traffic you hoped?

I know it can feel like you must be missing some kind of "tricks," and after putting all of that effort into your content, it can be disheartening to see it sit there doing nothing for your business...

We've all been there... it's not your fault... it's just a matter of adjusting your mindset when approaching content creation. 

My name is Eric MacDougall, and I've been a web developer for almost 20 years. I've had the privilege of working with hundreds of clients from many different industries, government bodies and business sizes over the years. I've seen too many criminal "marketers" and "web designers" out there leading business owners to spend their money without results, so part of my mission is to give back by simplifying and demystifying seemingly complex aspects of the industry.

Let's go over how SEO really works...

Create the BEST resource possible

So, what is SEO?

While I'm sure you have a thought in your head already (something like "make your site show up at the top of Google searches"), I usually find most clients believe there is some sort of technical sorcery involved in "tricking" your way to the top, and I figured now is a good time to make it clear that this isn't really the case...

Search Engine Optimization is really all about creating the "best" resource for all the parties involved: the search engine, the searcher and the business owner/marketer.

Yes, there are things that need to be done to ensure the search engine is fully aware of the resource and it's relevance to searcher's inquiries... but, anything short of creating a truly valuable resource will not last long at the top of search results, even if you do manage to get it there in the short term.

It's also important to realize that SEO isn't just about your website being at the top of Google search results. SEO applies to any platform and resource that utilizes search; like amazon, ebay, the App Store, iTunes podcasts, YouTube, etc. The concept is the same throughout all search engines.

Ensure it delivers value to everyone

What makes something "best" resource for SEO purposes?

We already know this is the most important part of the Search Engine Optimization process, but how do we define it?

We must think in terms of all 3 parties:

- To the searcher, the resource should clearly and completely provide what they were looking for.

- To the search engine, the best resource satisfies their customer's (the searcher's) inquiry, while creating the least possible distance between the searcher and the search engine, or it's owned properties.

- To the marketer, the best resource is the one that derives the highest value action from the searcher.

We can create a checklist:

- Does this resource fully provide what that the searcher was looking for, based on the intent (desired result) and context (reason for desiring that result) of the queries it was designed for?

- Does this resource quickly identify, both in the search listing and within the resource, that it provides exactly what the searcher was looking for?

- Does this resource match the searcher's knowledge, buying stage and awareness level? IE, does it provide value, while making an appropriate offer to the searcher (consume more content, subscribe or buy), based on the buyer intent of the query and the resistance level of the offer?

Understand your searcher's "why"

We call what someone is looking for "intent," and why they want to find it "context."

As a searcher refines their search, they'll enter more words, exposing more about what they want and why; helping us identify how to get their attention and convert them into a lead.

There are 2 types of searches:

"Short-tail" queries have fewer words and less "context." E.g. you might search for "mattress" if you're thinking about buying a mattress. However, from just "mattress," we don’t know if you’re looking to buy one or learn something.

Many people type in the word "mattress" but creating a resource that ranks #1 for "mattress" would be difficult;

1. Your resource may be irrelevant to many searchers, so few people will click on your result, and many clickers will "bounce" back to Google - which indicates they shouldn't show your result. 

2. Others are trying to rank their resource for search queries related to "mattress" - many with higher traffic, budgets or existing authority.

Targeting "long-tail" searches, such as "best mattress for back pain" or "memory foam mattress victoria," there will be less search volume, but it's easier to rank, and get clicks that turn into leads, because your resource is able to speak directly to the searcher's desired result. 

Discover your target search term(s)

We know we need to create resources targeted to the desire of, and reason for, a search request, that provide value to the searcher, search engine and business.

Brainstorm around the 3 types of queries:

Symptom Based: The searcher may experience a symptom, but not know the cause or solution. They may search for their situation, or a broader description of the symptom, like "back pain relief," or "stiff neck in the morning".

Solution Based: Aware of a solution and looking for the right vendor or product. E.g. if I know my back pain is caused by my mattress, I may search for "best mattress for back pain" "mattress deals" "mattress store (city)" "mattress reviews" "best mattress 2019" "best memory foam mattress" etc. I may even add features, such as "memory foam mattress with cooling gel".

Branded: The searcher may know of a brand or product they want, but want more info about it, a local supplier or deal. E.g. I may like a brand of mattress and want their best product, or a deal on a specific model. Or, I may want to shop at a certain store and want to find the closest location with a specific model in stock, along with hours, price or delivery info.

Type ideas into the search box, and the suggestion feature will show you what others have searched for. Use plugins like Keyword Everywhere to understand competition and search volume and discover related terms.

Prove the resource's value

The query you want to target probably already has search results that have proven to satisfy searchers. 

Why should Google place your resource above them?

Give them a reason:

1. If sites with a track record of providing valuable resources have linked to your resource, especially in a relevant context, the search engine will be more likely to test your resource in results. E.g. If Wikipedia mentions your brand/resource in a relevant context.

2. Social signals. Shares, mentions and likes of your resource are a good indicator that people find our resource valuable and relevant.

3. A proven track record for a related search term.

4. Paid traffic. Google will track if people "bounce" back to them after clicking your result, and if people consume it. If paid traffic for a related search term is satisfied, it indicates organic traffic would likely be too.

5. Freshness. Certain queries trigger Google to favor new/updated resources over old ones.

Google automatically tests new resources at a low frequency. This means a quality resource will likely rank well on its own - eventually.

Often the fastest way to rank is with paid traffic. However, it may still take significant volume and time to see enough proof to unseat existing results

Create an ascension path

The best resources which prove themselves as valuable will gain the top ranks, but the traffic a search engine sends you is useless if you don’t have the right ascension path in place.

The idea is to ensure the visitors to your resource are given the right "next step" and that you can follow-up with them to move them along the sales process.

If your resource speaks to the searcher’s desired result, and provides a good User Experience, then a relevant offer and use of "retargeting" to keep that offer in-front of the visitor, will drive valuable results for your business.

The resource needs to be load fast, be optimized for the user’s device, easy to skim, visually appealing, feel trustworthy, be easily navigable and valuable. The offer you make needs to be appropriate and related, and you need to assume the visitor will not immediately take the action; so the ability to get it back in-front of the visitor with retargeting is the key to driving ROI from your SEO efforts.

Remember, Search Engine Optimization and the process of creating and maintaining the best resource for each relevant search term, is not totally effortless. It’s critical that every resource has a purpose that is focused towards driving business results, not just traffic.

Optimize the technical factors

I mentioned many clients tend to believe SEO is all about technical sorcery to trick the search engines into ranking your resource.

We've gone over the importance of providing the best resource and experience, proving it's value, targeting relevant search terms and having an ascension path. However, I did mention there is a technical side, and it's centered around 3 points:

Domain:

-You'll need your sitemap and robots files configured correctly and the site connected to Search Console as well as a fast server and an SSL Certificate - adding a CDN and WAF doesn't hurt either.

Page:

-Fast loading speed, mobile optimized, microdata exposed where possible, keywords in the page's URL (use '-' for spaces), clean code, images appropriately tagged and compressed, and relevant keywords in your headings (using proper <H#> tags). You'll also want content that is as detailed as possible but concentrated to a single topic - don't confuse the search engine.

Connectivity:

- Integrating Google Analytics, social accounts, tracking pixels, and creating a link structure that allows people to explore all the related content on your site with sub-articles linking back to a key article will help too.

If any of these terms are unfamiliar to you - an expert can be invaluable to get things set up properly. Reach out on LinkedIn or on our site.