Latest posts by Mark Spera (see all)
- How to Get More Customers with GrowthBar - February 12, 2020
- 13+ Best SEO Software Tools Compared (+3 Free Ones) - February 4, 2020
- The 11 Best Landing Page Builder Software Tools - January 13, 2020
SEO stands for search engine optimization — the art of gratifying Google so that your website comes up #1 in the Google search engine results page (SERP).
Agencies, bloggers, growth marketers and founders often misunderstand SEO.
Why? Because SEO isn’t for everyone.
Every business is different. Some are made for SEO and some aren’t. Why spend your valuable time on a strategy that won’t work, right?
So anyone who tells you to “do more SEO” without taking the time to understand your business doesn’t know what he/she is talking about.
Fortunately, I know what I’m talking about when it comes to SEO.
How do search engines work?
Big search engines are the everyman’s portal to the internet. If you need restaurant reviews, how-to guides, song lyrics, news, a job or even underwear, you might start your search with Google.
This makes it very valuable to be the first result for common queries or queries relevant to your industry.
Search engines like Google “know” what to display first in the search results by scanning their massive index of webpages for those that are most relevant to the searcher’s query.
How does Google decide which query is most relevant?
In order to rank information, Google uses web crawlers, which meticulously “crawl” from page-to-page around the internet. Web crawlers are programs that catalog the internet. Google’s web crawler is aptly named GoogleBot.
Web crawlers follow the URL trail — bouncing from site to site via websites’ internal and external links. In this way, the crawlers build up a repository of information. They make a digital trail map of the internet.
A little more about SEO and page rankings
Google has to prioritize websites somehow. Googlers are much happier with an ordered list of the most relevant search results than with an unorganized list of 100,000 search results.
When I search for “Drake Gifs,” I want the most relevant and funny ones to appear first.
Google’s algorithm, PageRank is used to determine “authority” of crawled pages and then rank those pages accordingly in the SERP.
So if you can figure out how to convince Google that your website is the most authoritative on a topic, you will get a lot of free traffic from Google searchers who “organically” land on your website.
Even though Google is a very big and transparent company, the specifics of its PageRank algorithm are purposefully kept hidden. Google doesn’t want savvy marketers like us trying to trick the algorithm — rather, it wants search results to be a real interpretation of a webpage’s relevance, importance, readability, robustness and popularity.
There are a few factors that will always influence page rank, including: internal and external hyperlinks, backlinks from other credible websites, keyword relevancy, site map, website age and website speed.
But Google’s “secret sauce” is ever-changing.
Will SEO work for my company?
This is an important question that so many people fail to ask!
Just because SEO exists doesn’t mean you should be using it for your website or business! There are tons of marketing tactics out there. SEO is just one of them.
You could try:
- Facebook Ads
- Google Ads
- Affiliate marketing
- Referral programs
- Email marketing
- Webinar marketing
- And really, any other lead generation strategy
Some businesses lend themselves very well to search engine optimization, and others don’t — even with a lot of great, consistent effort from marketers.
High search, low competition
To explain: all things equal, SEO works much better for businesses or products with high search volume (or at least, moderate search volume)
For example: there’s probably not many people searching for “hats for a pet lizard.” Similarly, an SEO strategy would only be minimally effective for an entrepreneur selling just “Zimbabwean organic handbags.”
Some keywords are highly searched, but may also be highly competitive. For example, it would be stupid to try and rank above Amazon for people searching for “Amazon Echo.” Ranking #1 for “tee shirt” would be a very tall order — you’ll never beat Teespring, Gap and Nordstrom — who have teams devoted to keeping them on the first page of Google.
The businesses that have the best luck with SEO are businesses that fall in the “high search volume”/”low competition” category.
In 2007, when personal finance app, Mint.com was trying to get off the ground, search terms like, “which credit card is best for travel points?” were highly searched and not very competitive.
Before launching, Mint took advantage of that fact, building up an email list of 30,000 in less than a year completely through organic (Google) search acquisitions. A few years later, Mint sold for about $170 million to Intuit.
How can I determine if my business is high search, low competition?
Some of this stuff is just logic:
If you’re selling Michael Jordan memorabilia, I’d be willing to bet you have a million competitors and it’s going to be difficult to dethrone them all. Duh.
Another way to gauge competitiveness is with a Google search. See what the quality of the search results look like for queries your customer might be searching for. If the top 10 results reveal primarily NY Times articles, huge blogs, .gov and .edu websites, big industry publications and other really dense competition, it might be worth abandoning an SEO strategy for now.
But remember to search for a bunch of “long tail” terms as well. Sure, you might never rank #1 for “auctions.”
But you might be able to rank #1 for “car auctions in California,” which seems to have a lot of low competition search volume.
Tools to determine whether SEO will work for you
Pretty nifty little report in the image above, huh? That’s from a tool called Google Keyword Planner.
If you’re interested in making a determination about SEO for your business, use one of my favorite tools, or see the list of best SEO software tools here.
All of these tools will enable you search for term and understand the search volume and relative competitiveness.
“Is my business high search, low competitiveness?”
Hailey and I always take great care when deciding whether to begin writing about a topic or not. We don’t write about everything — just topics that are at the intersection of what we know real well and what our customers are searching for.
One of our personal areas of expertise is webinar software.
We know that marketers and founders are often trying to learn about how to host webinars and how to choose the right hosting tools. Before deciding whether to write or not, we look at Google’s Keyword Tool or GrowthBar.
“Webinar software” and other permutations of the phrase see about ~10,000 searches per month and very light competition.
We decided to begin writing about webinar software and lo and behold, we rank in the top 3 for the term organically nearly all the time.
There are a some verticals that I’ve frequently found have some SEO opportunity:
- Businesses with a ton of SKUs: if you have an ecommerce store with hundreds of SKUs, each one is an opportunity to rank for something new. You will naturally have a lot of content, just by having so many product pages.
- Businesses with local search intent: it’s much easier to rank for “computer repair in san francisco” than “computer repair.”
- Businesses that are in traditionally offline industries, just entering the online space: service industries, urgent care/doctor offices, pet care and a lot more.
- There are some spaces, like personal finance, credit cards, airline travel, health and wellness and hotels that have been online for a while — it wouldn’t seem there is room for new entrants. But every year there are new companies making an SEO splash in these spaces. Simply, there is so much search volume for these subjects that even the small guys can capture long tail keyword volume.
7 SEO tips for the modern marketer
If you do decide to go the SEO route, there’s a few things you can take to the bank.
1. Content marketing
Content marketing is still the best way to curry favor with Google. Strong and relevant, written and video content will continue to be rewarded by Google.
Websites with some of the highest Google ranks in the world like Nerdwallet, NY Times and Amazon are huge content machines – each publishes thousands of words of content and many pictures/videos every day.
The more content you have, the more opportunity you have to rank for some of the billions of Google searches that happen every day.
Google is beginning mobile-first indexing. This means that websites which are mobile-responsive and formatted correctly on mobile phones will be rewarded with better search rankings. More, structured markup on websites must be proper for both desktop and mobile.
Hint: use short paragraphs (like I’m doing in this post) whenever possible. Visitors reading posts on mobile devices will be much more engaged than they will be sifting through very dense, long paragraphs.
AMP stands for accelerated mobile pages. It is one way that Google’s mobile-first approach is changing how marketers and developers do search engine optimization.
After Google announced AMP in 2015, 37% of news sites had AMP versions. AMP’s purpose is to improve the load time and functionality of mobile sites.
Also, AMP allows developers to build websites for desktop and mobile in one fell swoop, reducing time spent optimizing code for different platforms. Unless you understand HTML, the differences in the code may not mean much – they are not terribly complex, but they are very impactful.
While AMP is pretty cool for advanced SEOs, it’s definitely not necessary for most marketers… yet.
4. Google Plus
I include this one, only to make clear that Google+ is dead. It’s sad, but true. The network didn’t catch on like they had hoped. For a while, many SEO experts swore that G+ would be an important factor in search ranking, that is definitely not the case.
Ffossils of G+ still remain in Google search results, don’t bother spending any of your time on this social network.
5. Local Search
In a mobile-first world, local search is very relevant. The Google Possum Update and all the tests we see in local, indicate that local is going to continue to be important in search results. When you search “san francisco burgers,” Google wants to ensure your results are local and rich in content.
Marketing tools can be super important in making great SEO decisions. There are some great ones, like Yoast, which is a WordPress plugin, gives you tips on how to optimize your site for SEO. Most website builders have app stores that contain tools for search optimization.
[Of course, we have to plug our tool, GrowthBar too].
7. The Normal Stuff
Today, SEO is still about the same stuff it’s always been about…the stuff you’ve probably heard about. Do the following:
- Make relevant titles: your webpage titles should speak to your focus keyword — it should answer the Google searcher’s question
- Create orderly content — it should be organized and structured with h1’s, h2’s text, etc.
- Keep people on your website: Google knows if people are hanging on your page for a while or bouncing right off. If you write compelling content you will keep visitors for longer. Uses short, precise sentences and line breaks to make it an easy read.
- Link to other reputable sources
- Link to other pages within your website
Don’t worry, if you’ve built your website or blog on WordPress, Jumla, Drupal or some other content management system, your content is going to appear nice and orderly for Google without much effort on your part — h1’s, title tags, meta tags, etc. are usually taken care of.
If you’re interested, learn how to start a WordPress blog here.
Even if you’re using a website builder like Wix (which is not a CMS) you will have some basic SEO functionality to work with.
FYI: If you’re an ecommerce company using Shopify, BigCommerce or something like it, you’re in an okay place. Those platforms don’t prioritize search robustness like content management systems do — they’re built for selling! So if SEO is a part of your ecommerce strategy, you could look into a CMS ecommerce plugin like WooCommerce.
Closing thoughts on SEO
SEO, like all of marketing, is about prioritization.
You can acquire customers with Facebook, LinkedIn, Outbrain, press, events and a million other marketing channels. Is SEO worth your time?
I hope it’s a little clearer now.