Hate to be the bearer of bad news, but SEO [Search Engine Optimization] takes some sweat equity these days. You want to be found when someone is looking for what you have to offer.
Sure you can hire someone to do SEO for you, and what they’ll do, for a hefty monthly fee, is monitor your site’s page ranking in several services (which you could do yourself) and play with the keywords.
They may offer a blogging service, which is fine, if they know your industry. Problem is, they may mass produce articles. You may end up with duplicate content (articles that appear elsewhere on the web) and that will hurt you. You'll lose valuable authority on the topic. Do a test: copy the first sentence and paste it in the Google search box and see what comes up. If there is even ONE other instance of that article word-for-word, that will hurt you.
On the other hand, you can also use PPC [Pay-Per-Click] advertising, but searchers actually ignore those paid ads and go straight to the organic (non-paid) search results. Furthermore, if you are in a highly competitive field, you have to spend at least $300/m or more to really get results.
New! Continuous Scroll!
If you use Google search on mobile, you no longer see pages, but the list of results continuously scrolls. You want to be in the first 10-15 organic listings. Continuous scroll is rolling out right now to desktop. (Rolling out means that not everyone sees it at once.)
Google, is looking for fresh, relevant content written for the human reader and that will give you good SEO.
So what do you need to do in today’s digital world to rank on Google?
- Make sure your website is optimized for the search engine. Everything is keyword-centric. Put yourself in your target market‘s shoes. What are they going to enter into the search box to find you? Check out the video below on how to use the free Google keyword tool.
- Check out your competition. Where do they come up for your main keywords compared to you? Look at how often they blog, how many followers do they have on social media, and how often they post. Do what they're doing, but more often and better.
- Blog at least once a week! 2-3 times a week is the charm. If your website is stagnant, Google will ignore it!
- Get active on social media. The more active you are, the more Google rewards you with higher rankings. Tweets appear in Google search, so get active on Twitter. If someone Googles your name, what comes up? Your LinkedIn profile should be there in the top 3 organic spots.
- Do vidoes. YouTube is the 2nd largest search engine next to its parent, Google. Make sure your channel is well optimized.
Here’s an extra tip: Don’t use those free or easy drag-and-drop websites. To make it easy to use, it takes a lot of code in the background. The search engine hates that code. So much so, that it will not index the good material under it. I recommend a self-hosted, WordPress website where your website and blog are in the same place.
SCORE Greater Phoenix offers regular webinars and workshops on digital marketing. Check out the calendar here.