SEO doesn’t guaranty specific results
Every business wants to be found higher on search engines, but many don’t really know why. We get asked all the time, “what do I have to do to have better rankings on Google?” However, a better question to ask would be, “why should I care about being found on Google?”
Having great SEO doesn’t guaranty any specific result. It doesn’t guaranty that your phone will ring, or that you will get more sales, or capture leads, or anything else. Having great SEO simply means that you will be found in the search results whenever someone does a search for something relevant to what you do.
Define what you want
Before thinking about how you can be found higher in the search results, it’s important to think about what specific end-result you are looking for. Here are a few examples of specific results one could want from their SEO:
- Brand recognition – building familiarity with your company or brand to a specific audience
- Phone calls – leading prospects to call and speak with a live representative
- Email list building – compelling visitors to opt-in to receive marketing emails
- Online sales – driving visitors to your online store to purchase products
- Website engagement – creating compelling content that visitors can engage with and/or share to build a bigger viewership
…and the list goes on. The point is that the very first step of your SEO strategy should be to determine a specific end-result, and then build from there.
The purpose is always conversion
No matter what end-result you are aiming for, the goal is always conversion (converting a view into an action). If your website isn’t converting, then it’s not working. So how do you increase conversions? It all boils down to one thing – content!
After defining a specific end-result, build relevant high-quality content that will lead to that action. For example, if you want to build an email list it would be a better use of your time creating compelling opt-in content rather than writing engaging blog posts. If you are trying to increase sales for a specific time of the year, it would be a better use of your time creating deals and exclusive offers and promoting them through social media then it would be to focus on promoting your free e-book or whitepaper.
For more information on how to create compelling content that converts to specific actions, contact Butler today for a free consultation.
