SEO is dead as we know it. The old math of increased backlinks and stuffing keywords is now a target for Google to identify your site and bury it in the search results. SEO is no longer a math problem, it’s a human one. Social indicators are becoming key to ranking and link algorithms are being retired. It’s time for you to see the truth about SEO… and adjust accordingly.
Of course we utilized a nice baity title to attract some attention, but it’s time that someone stood up and said it. Traditional SEO is no longer a viable solution for businesses to invest in. Sure – people still utilize search engines… and we still ensure our customers are on solid, fast platforms that presents their content properly for indexing. But we’re no longer using the old methodologies of trying to figure out how to squeeze in keywords or to get backlinks by any means necessary.
A true, new SEO package incorporates conversion analysis to determine keywords, writing compelling content, making it easy for readers to share that content, employing public relations connections to find opportunities to share that content, and promoting the heck out of that content.
Lets jump on the inbound marketing wagon and read about the claims that your SEO guy is making that are irrelevant and don't net you sales.
"First page of Google. 90 Days. Guaranteed."
You've seen ads like this, right?
"Putting clorox in your mouth will whiten your teeth."
If you told someone to do that, they'd laugh at you. When someone tells you they're going to get you to "page one" - you should laugh.
Lazy SEO firms are circulating poisonous stuff. Just because someone offers you a quick fix doesn't mean it's a good long term solution.
What you should be asking is, "Okay. So, I'm on page 1. Then what?"
Your lazy SEO guy wouldn't know what to say to that... Because he doesn't want to put great content out there for you, it takes too long. Yet if you go on any SEO company's website - they've got TONS of content and a blog on it.
What's good enough for the goose? Apparently not good enough for you.
Stature doesn't sell people. Words do. Relationships do. Reputations do.
So, what do we do? We write. A lot. We're really good at it. Our writers use their analytical nature to assess who your clients are, what they're looking for and how you can help them.
Then we reverse it. We write an article or blog that solves a problem that your ideal prospect is looking to solve. We do some keyword research and plug keywords at the right frequency so it still reads smoothly and not spammy and ridiculous.
Then we go to your social networks - and we post that article to appear in the feed of your followers. Provided you've gained your followers correctly, these people have an interest in what you do, but aren't sure yet what you can do for them. The more articles and blogs you post - the more likely you are to touch on your prospective client's problem.
It doesn't stop there. We search for relevant blogs, questions in forums and industry websites - where all those other prospects are hiding and sifting through advice about their problems. The problems you're solving.
Then - they convert. Maybe not immediately. Maybe they fill out a form on your site where you've offered a whitepaper (We put that landing page and form in place. We also wrote the whitepaper). Then you have their information, but you don't just call them. You send them targeted e-mails. About their interests, because, remember? They downloaded that whitepaper.
The process is cumbersome. It's not immediate. You won't get conversions overnight. There's a lot of painstaking research, writing and promotion of content that goes on before you really start to reel in the leads. But when you get them, they're qualified.
It's no SEO. It's not about the search engines. It's about people marketing. People absorbing information and expertise and making educated decisions. They do it every day. They want to do it with your services, you're just not where they are - so they don't know you exist.
Just like you don't fall for gimmicks and get rich quick schemes - you shouldn't fall for SEO tactics. But if you're game for some hard work, the way you built your small business in the first place, the way the sales cycle is supposed to be... If you want to get qualified leads, if you really want to be rewarded by your marketing efforts... consider marketing to people, and not to search engines.
It's hard. Finding the budget. Finding the time. But you can do it if you're willing to committ to the mission and the process.
Of course we utilized a nice baity title to attract some attention, but it’s time that someone stood up and said it. Traditional SEO is no longer a viable solution for businesses to invest in. Sure – people still utilize search engines… and we still ensure our customers are on solid, fast platforms that presents their content properly for indexing. But we’re no longer using the old methodologies of trying to figure out how to squeeze in keywords or to get backlinks by any means necessary.
A true, new SEO package incorporates conversion analysis to determine keywords, writing compelling content, making it easy for readers to share that content, employing public relations connections to find opportunities to share that content, and promoting the heck out of that content.
Lets jump on the inbound marketing wagon and read about the claims that your SEO guy is making that are irrelevant and don't net you sales.
"First page of Google. 90 Days. Guaranteed."
You've seen ads like this, right?
"Putting clorox in your mouth will whiten your teeth."
If you told someone to do that, they'd laugh at you. When someone tells you they're going to get you to "page one" - you should laugh.
Lazy SEO firms are circulating poisonous stuff. Just because someone offers you a quick fix doesn't mean it's a good long term solution.
What you should be asking is, "Okay. So, I'm on page 1. Then what?"
Your lazy SEO guy wouldn't know what to say to that... Because he doesn't want to put great content out there for you, it takes too long. Yet if you go on any SEO company's website - they've got TONS of content and a blog on it.
What's good enough for the goose? Apparently not good enough for you.
Stature doesn't sell people. Words do. Relationships do. Reputations do.
So, what do we do? We write. A lot. We're really good at it. Our writers use their analytical nature to assess who your clients are, what they're looking for and how you can help them.
Then we reverse it. We write an article or blog that solves a problem that your ideal prospect is looking to solve. We do some keyword research and plug keywords at the right frequency so it still reads smoothly and not spammy and ridiculous.
Then we go to your social networks - and we post that article to appear in the feed of your followers. Provided you've gained your followers correctly, these people have an interest in what you do, but aren't sure yet what you can do for them. The more articles and blogs you post - the more likely you are to touch on your prospective client's problem.
It doesn't stop there. We search for relevant blogs, questions in forums and industry websites - where all those other prospects are hiding and sifting through advice about their problems. The problems you're solving.
Then - they convert. Maybe not immediately. Maybe they fill out a form on your site where you've offered a whitepaper (We put that landing page and form in place. We also wrote the whitepaper). Then you have their information, but you don't just call them. You send them targeted e-mails. About their interests, because, remember? They downloaded that whitepaper.
The process is cumbersome. It's not immediate. You won't get conversions overnight. There's a lot of painstaking research, writing and promotion of content that goes on before you really start to reel in the leads. But when you get them, they're qualified.
It's no SEO. It's not about the search engines. It's about people marketing. People absorbing information and expertise and making educated decisions. They do it every day. They want to do it with your services, you're just not where they are - so they don't know you exist.
Just like you don't fall for gimmicks and get rich quick schemes - you shouldn't fall for SEO tactics. But if you're game for some hard work, the way you built your small business in the first place, the way the sales cycle is supposed to be... If you want to get qualified leads, if you really want to be rewarded by your marketing efforts... consider marketing to people, and not to search engines.
It's hard. Finding the budget. Finding the time. But you can do it if you're willing to committ to the mission and the process.
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