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Changing SEO for different businesses

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?

Targeting high-spending clients

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'.

Creating an SEO strategy to beat the competition

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.

  1. For instance, we often need to start by developing something that will grab the attention of someone who hasn't worked with us or bought from us before.
  2. Once we have their attention, if we have provided something of value to them, maybe we can get them to sign up for more, or to follow us on their favourite social network.
  3. Now they are reading our stuff, maybe we can get them to spend £1 or something, just to get over the initial hump.
  4. If they are game for that, we can maybe pitch them a product or a sale, which obviously will have upsells and downsells so people can customise what they get.
  5. With that done, hopefully they are happy and we can move them into advocating for us, maybe with testimonials and case studies ..
  6. .. and that brings us right back around again because guess what testimonials and case studies are good for? SEO.

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.)