One of the things I've not seen discussed much is how different is SEO for different businesses.
When you think about it, it's obvious that local seo for, say, a hairdresser and ecommerce seo for a large company are different not just in quantity, but are really completely different things. International SEO is different again.
One of the things that amazes me about search engine optimisation (SEO) work is how different each client is.
Step one for us is to understand a client's market in terms of search phrases.
Just in case you don't know, using various SEO tools, we can see how many people search on any particular search phrase, in any country. So that's question 1: where are the traffic flows that we can get involved with?
We can see how much people pay to advertise to each of those phrases. If people are paying £10 for a click we might assume they are able to convert those people into sales. If no-one is paying, it could be a sign that the search phrase is just a research phrase.
We can optimise for high-value clients who search for 'quality' or 'top' or 'best', and we can spot those who want a bargain or haven't much budget when they search for 'free' or 'offers'.
We can see the top players in a market, we can see which search phrases they make their money from.
More to the point, we can see where our competition is strong and where it is weak. By comparing that to our capabilities and strengths we can develop a strategy to push with our strength at a weak point and break through into a market.
We do all that while mixing it with the value journey or sales funnel.
This is all content marketing, which is about listening. What catches the eye of a prospect more than us answering their key concern? How do we know what that is? SEO analysis helps, but also we ask and listen. SEO ensures your important content is seen and does its job.
That's really it for this page, I just wanted to say that SEO done well isn't a sausage machine. You don't pour clients into the hopper at the top and make them all go through the same intern-driven process and get satisfied clients at the end.
Everyone is different, and every SEO plan should be custom designed to exploit market weaknesses and client strengths to give the best chance of a satisfying return on investment.
If you would like help with your SEO so you get on page one of Google for important, profitable search phrases (instead of your competitor) .. type things into this form .. because otherwise something awful will happen: nothing.
(There's more on SEO where this came from.)