This post is taking a look at seo from the other side – a person who only knows that they need seo, but only want to learn a few important pointers.
This is something that happens over the course of my seo training program – one person is there to get the all the details, but a VP of Marketing wants to get just enough seo insight to know what they are talking about.
I always make it a point to explain all of the seo terminology I can to all clients since I firmly believe that someone who understand why I am doing something will be more receptive to making changes to the site for the benefit of seo.
Teaching People What to Look For
Make them understand user intent when they search. This leads to the elimination of certain phrases – even if you can provide that product or service, does the site support the content, and is it the most relevant search phrase to that topic?
You have to look at the user side of the search – when they enter that term in Google, what is it that they are looking for?
They have to forget about what terms mean to the brand internally, and think about the person who types in the phrase.
Biggest test: I always tell my clients to imagine they achieved #1 in Google – What page would the reader be sent to and would the majority of arrivals be interested in the site’s offerings?
This is a great way to put them into the mindset of the reader.
Sometimes it’s a jarring experience, but it’s required in order to get the point across. The good news is, web sites aren’t set in stone and most times can be changed rather quickly.
Speed is another element of the seo learning curve. Enterprise level companies are used to a certain pace. Search moves at about ten times that speed, and it’s always a battle to get the IT department up to speed in recognizing that challenge.
However, the effort needed to make that push is worth it. Big brands enjoy an advantage over smaller ones and those who can take advantage of this will see the results appear in the search results.
Then we get to the biggest obstacle of all: Social Media.
Most big companies are scared to death of Social, and they really shouldn’t be. By taking the time to first craft a social media policy and enforcing it, all employees will have clear expectations when they are representing the company online.
The old days of big brands being able to drown out the customer are over. They need to accept and embrace the fact that now it’s a conversation, and those who see that as an opportunity instead of a liability are the ones who will endure.