Marketing Monday is a weekly-ish feature about how to grow your business by learning how to use all the best words to sell stuff. It’ll be yuge!
Happy Monday, dear readers! It’s a beautiful morning, we’d all like to hit snooze just one more time, so let’s rise and shine and do some learning!
I’ll try to be quiet.
Today we’re going to be tackling the white whale that is Search Engine Optimization (or SEO if you’re nasty). SEO is one of those buzzwords that has popped up with the encroachment of Internet culture. Everyone knows that it’s important, but far fewer people know what it actually means, or how to go about gettin’ some.
Luckily for you, PayGo is here to guide you through the weird, confusing and unexpectedly humid world of SEO.
Okay, so what is SEO?
Simply put, SEO is a way to get your website to be found more easily in search engine results, through organic means. In this context, “organic” means “in a way that doesn’t involve you shelling out your hard-earned cash.”
I am already a fan of this. So how do I use it?
Through words! Keywords, to be precise. Keywords and key phrases are the lifeblood of the weird digital unicorn that is the internet, and the first rule of SEO is to use the keywords that are best for your business.
So how do I go about doing figuring out what keywords to use?
Well, first off, you need to think about your customers. What were they looking for when they found your store? What are some of the phrases or words they would use in a google search for the items and services you provide?
That’s awfully vague.
I know. Here’s an example: Let’s say I’m in the market for a beanbag chair for my dog.
As one does.
When I go online to find the best place to buy one, I’m going to be using search terms like “durable beanbag,” “dog furniture,” or “beanbag made from ballistics fabric.” Luckily for me, Janet’s House o’ Superfluous Animal Furniture anticipated this very situation and used all of those phrases in their SEO work, along with “beanbag,” “dog,” “destructive dog chairs” and “furniture for small tornado animals.” Their website pops up towards the top of my search results and I like what I see, so I end up buying my Kevlar beanbag directly from Janet herself. I’m happy, my dog is happy, I won’t be cleaning up beanbag shrapnel any more, and Janet’s reputation for doing a brisk and high-quality business lands her a juicy contract with the city zoo for large-scale chaise lounges for all of the bear exhibits.
Yay professional success!
…That shouldn’t make as much sense as it does.
I know, right? I even surprised myself.
So how thorough do I want to be in my keyword choices?
As thorough as possible. For keywords and key phrases, you need to really anticipate all of your customer’s queries. It can help to break up everything you do into categories and then work from there. If we go back to Janet…
Too late! When she started her SEO journey, she broke up her services into categories. She categorized what kinds of furniture she carried, what specialized fabrics she used, and what her Customer Large Animal Crushing and/or Maiming Insurance included. From the categories she came up with, she came up with as many words and three-to-four-word phrases as she could that described them.
That sounds both incredibly detailed and extremely time-consuming.
It is, but it’s worth putting the time in. Good SEO can make or break a business in the internet age, so the time you spend here could determine the success of your business. But if you don’t have the time, that’s alright too, because PayGo’s Marketing Services can take care of all that stuff for you.
Okay, so what do I do with all of these keywords and key phrases?
Tune in next week and find out, when we go over SEO Part Deux: the Googling!
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PayGo is a solution provider for independent retailers based in Rochester, Minnesota. Our primary focus is on point of sale / retail management software. We also offer a Merchant Account integration, a WooCommerce integration, Digital Marketing Services, and more.