19 Jun SEO Strategies
I’m always amazed, confused and dismayed at how badly SEO strategy is misunderstood. It seems to have gathered an amazing popularity as a must do business strategy when in reality, it’s merely one of a dozen approaches you might use to generate traffic, and hence new business, for your web site and business at large.
I believe the reason that most people misunderstand SEO strategy is that it’s highly technical.
It’s sort of like when your average, non-technical human hires a mechanic to service your car. You figure you need to have your car serviced from time to time since everybody says you do. And you know, figuratively, that if you leave your car un-serviced it will eventually break down, right?
That is about the extent of most people’s knowledge, however. At that point most people just pick a mechanic and pray. They must trust that their mechanic is recommending the right actions, taking the right actions and charging the appropriate amount. Because, and here’s the punch line, it’s almost impossible to tell. Unless you have a working knowledge of cars, you just have to trust.
For most people, the same is true with SEO. So what is a better SEO strategy than blind trust?
The Google Gamble
Of course, I’ve written a whole book on this particular pet issue called the Google Gamble. I got good and annoyed when I saw so many of my clients, the majority of whom are entrepreneurs and CEOs of moderately sized companies, get screwed over by bad SEO mechanics.
What I mean is that they would go ahead and pick an SEO agency of some kind, hire them and hope for the best. And it’s even worse with social media, hiring people who blindly post to Facebook, Linked In, Twitter and more in the name of your company and for what result?
All of these things are cold, passive traffic. So what’s the problem?
The problem is that most cold traffic, including the traffic generated by SEO, doesn’t work. What I mean is that most SEO doesn’t generate a tangible, financial result. You need money in the bank, right?!
And you know why SEO doesn’t work. It’s because traffic generated from cold SEO searches brings you people who simply don’t know you. And business, it turns out, is based on relationships.
A Better Strategy
Here’s my point. Instead of using SEO as your only traffic strategy, you should use it as one of several. One of a dozen would be ideal!
You should be working to generate much warmer traffic than SEO, which is far more likely to actually work. And by that, I mean that it will bring real clients, real relationships and real transactions to your business.
Warm traffic, by my definition, means that there’s a relationship there. Warm traffic comes from meeting in person, for example, at trade shows or meetups or conventions. Warm traffic comes when you meet me through someone we both know, otherwise known as word of mouth. Warm traffic comes when you find me through a trusted source like hearing about me on the radio or seeing my column in the Wall Street Journal.
So make sure that your strategy includes initiatives from the world of active, warm traffic that lives beyond SEO.
And let me know how it goes!