What is SEO? It stands for Search Engine Optimization. But what is that? It’s simply the process of trying to gain more organic (or not paid) traffic through search engine searches.
Some people believe there’s a magic search button I can hit in the background, that makes your site suddenly show up #1, but unfortunately that’s not the case. While there are many things we can do to enhance Google’s ability to find, index, and deliver your content to searchers, the ultimate responsibility for SEO success lies with you.
Say what?
It’s true. When we launch a site, we go through a series of checklists to help your site get indexed. We’ll create your XML sitemap and submit it to Google and Bing Webmaster Tools. We make sure your site is mobile-friendly, is easy to navigate, and is set up for conversions. We can give you a great site. But ultimately, the defining criteria is quality content.
Content is always the ruler. You want to rank well? You have to have good content.
Yes, we can help you with content. We have a copywriter who can work with you to develop compelling content on your site, but the truth is that very few people we work with want to pay for that service.
Even hiring a copywriter does not guarantee “set it and forget it” results. What most people don’t want to hear is that if you want to rank well, then you will have to publish and publish frequently. What does this mean? In a word – you need a blog.
While we can put the technical pieces together to optimize your site for the search engines, if you aren’t putting in the time to create fresh, new quality content on a regular basis, your results are going to stagnate.
Ever notice that we publish blog posts here 4-5 days a week? That’s not just because we have a lot to say. It’s because it gets results.
But what do I write about?
Even people who think they have nothing to write about can find something to write about.
For service-based businesses, you could write case studies – what was a problem that someone came to you and you solved? What was the result? Write a post about a service you offer, but take it farther. Make it in-depth. Did someone give you a testimonial? Share it in your blog. Is there a new trend in your industry? Tell us about it.
Are you an attorney? Your blog could be case studies, victories, editorials about recent court opinions.
Are you a writer? Then I shouldn’t have to tell you what to write about. 🙂
Do you offer courses of some kind? Kids’ preschool classes? Gym classes? Post photos, what’s new, what’s coming up, and featured students.
Are you a store? Write about specials! Write about events. Write about new products you offer.
Realtor? Write about new properties, hot trends in the market, and how to stage your house.
You do something that other people can’t do, that’s how you make money at it. So use that knowledge to build quality content on your site, and you will see results.
Tips for Making it Happen
- It doesn’t have to be every day, like we do, but it should be regularly. Make a decision about how frequently you can commit to writing.
- Put it on your calendar, and make it a part of your workweek. Don’t make it “I’ll write when I have a break.”
- Keep a post-it note nearby, and when an idea occurs to you, write it down and stick it to your computer, so when you do sit down, you have ideas on hand.
- Have a brainstorming session where you come up with a list of ideas.
- Do you have employees? Then you have potential writers! Ask your employees to pitch in. Different voices can create great context for your website.
Commit to it and make it happen and you’ll be happy with the results.
Amy Masson
Amy is the co-owner, developer, and website strategist for Sumy Designs. She's been making websites with WordPress since 2006 and is passionate about making sure websites are as functional as they are beautiful.