Search Engine Optimisation - Be Found
The internet is a crowded place, with millions of businesses competing for attention, all trying to rank higher, be seen first, and win the click.
Search Engine Optimization (SEO) is often seen as the holy grail of digital marketing, a magic formula that will bring in endless customers without spending money on ads.
But the truth is, that’s a myth created by marketing agencies. SEO alone is a high-risk, low-chance opportunity to grow a business.
The Truth About SEO
Many business owners spend months (or even years) chasing high-ranking positions on search engines, only to find themselves outranked by industry giants. Competing against Amazon, eBay, or the biggest name in your sector is like trying to win a marathon against a professional athlete. It is almost impossible to beat the big players in the marketplace using search engine optimization tactics.
That does not mean SEO is not an opportunity to grow sales. Instead, it means you need to be smart about the tactics and strategies you employ in optimization and ensure you don’t find yourself fighting an expensive battle you could never win.
Step 1: Use the Right Keywords
Search engines do not understand pictures, graphics, or branding. They rank based on words. If the right phrases are not on your website in the right order, you can never rank for them, it is mathematically impossible due to the way search engines work.
Conversely, if you do optimize, but feature the wrong keywords, the ones that few people are using to search, there is also zero opportunity. A business can’t be found on a search engine if there is no search to begin with, and any time and money invested in SEO is wasted. As a result, in both cases, the first step is to know with certainty how your audience is searching, the keyword combinations that are actually being entered into the search box.
Step 2: More Content, More Traffic
Search engines like Google favour sites that provide more valuable content. A single page with keywords sprinkled in will not get you far. Instead, build a cluster of content around your target keyword search phrases. More content means more opportunities for search engines to recognize your site as relevant.
Step 3: Win the Click
Ranking on a search engine is only the first battle. Even if your website appears in the first page of search results, you must still ‘win the click’ alongside other competitor choices. If your search listing display does not grab attention, users will quickly scroll past it and choose an alternative supplier.
It is important to stress that SEO should be just one tool in a marketing arsenal. If you focus only on rankings without a broader marketing strategy, there is a high chance that you will waste time chasing results that never come. The key is to be found by the right people, for the right reasons, and convert them into real customers. In SEO, due to the way search engines function, there can be no guarantees.
Need to improve your search engine ranking?
With over 25 years of experience in search engine optimisation (SEO), Business Think has helped thousands of businesses improve their online presence and rankings.
If you would like a no-obligation review of your current set-up and strategy, please do get in touch.
You will receive a frank and honest opinion on your market opportunity, expert help, and a practical plan of action to make improvements and climb higher in the rankings.
At the very least, you will gain clarity on whether you are investing your time and energy in a genuine opportunity or chasing a hopeful goal that may never materialise - an expert view based on Google data, not hopeful promises.
Email info@businessthink.co.uk to arrange a review.
This blog is based on an excerpt from Digital Dictator, soon to be published in the USA by Business Expert Press.