Treat Your SEO Like You Treat Your Credit Score
Anyone who’s had any success getting significant organic traffic post 2010 knows that it’s not as easy as it used to be. It was never really supposed to be.
Even several years after the good ‘ol days of easily ranking a site with some black hat links and a over-optimized content, people still approach me to “do SEO” to their site. They think that it’s some cookie cutter, segmented outside action that will rank them #1 on Google for all their prized keywords.
SEO should be re-branded as “Marketing”.
Digital marketing more specifically. But treat it like any other marketing.
The search engines are getting better at diversifying signals that cause a site to rank, and said signals are getting harder and harder to manipulate. It’s time to have a come to Jesus moment with your strategy.
Every now and then an analogy hits me that makes perfect sense, and seems like nobody’s ever put it that way before. I was trying to explain to a colleague how SEO isn’t and cannot be merely a segment of your marketing strategy. I told him it really needs to be woven into the fabric of every touch point along your marketing funnel.
Then it hit me… SEO is like… it’s kinda like… your credit score.
Adding a bunch of links to your site all at once helps your SEO as well as getting a bunch of hard inquiries into your credit all at once.
Having a young site with few user metrics has a similar effect on your SEO as having a very young credit history and one single $200 credit card.
Slow and steady wins the race.
A good credit score is based on an algorithm that takes into account several factors. Factors like average age of accounts, variety of credit types, good payment history and more. Signals that are hard to manipulate or fake.
The same goes with “SEO”, or what I would like to call “digital marketing”. Instead of FICO, this algorithm is Google’s algorithm, which takes into account ever changing factors. Factors like quality and soundness of code, good diversity of link types, and social media signals, useful, meaty content, being added continually (um… set it and forget it is out and content marketing is in), and more.
Producing good content, regularly, is like paying your bills on time.
“Good content” is an arbitrary term isn’t it? Basically, put some time into your content. Produce something your users actually want to consume. Establish yourself as an authority and deliver beefy nuggets of goodness your users will want to consume over and over.
Quality over quantity.
Producing good content, regularly, helps keep your “account” in good standing. It tells the search engines (and your users) that you exist, and there’s some life in you. Stay alive, stay fresh, keep it moving.
Want to know how to “do SEO” to your site?
Step-by-Step Digital Marketing Plan For Dimwits*
*Steal this plan, please! Then tweet at me.
- Build a site that is unique, pretty, engaging and has sound code.
- Create good content (Umm.. blog posts are a good start?). Follow this checklist with each piece of content.
- Market your content (i.e. blog posts) on social media, email, networking, and wherever else you can.
- Repeat steps 2 & 3 indefinitely.
- Monitor your Webmaster Tools, Analytics and SERPS.
Building on #3, When you create epic content), market it:
- Give your audience what they want, not what you think they want.
- Give the post weight, not just length. #Giggity
- Use unique, large but optimized images.
- Interlink the post with other posts/pages when relevant.
- Tweet at anyone you mention in the post.
- Share the post on Facebook, Twitter, LinkedIn, Pinterest, Google Plus and Instagram (if applicable).
- Schedule social posts to go out multiple times to hit your fans.
- Pay a bit of $$ to promote the post through a promoted tweet or Facebook post.
- Put out an email to your list about the post.
- Manually share the post with friends and colleagues you think it could help.
- Ask your friends and colleagues to share it.
- Search Twitter for recent tweets about the topic and reply@ to them.
These are just a few of the tons of ways to inject a little marketing juice into each post. Each post is like a fishing line with a hook, that is set to catch traffic. The more hooks you set out, the more your odds for traffic go up. Perpetually.
Good so…. Now that you’re an SEO expert, get to work! Bookmark this post so you can go down the list of each step, each time you need to “do SEO”.