In this episode of ProfitEngines, PracticeBloom CEO Matt Coffy answers the question "What is SEO?". Get a better understanding of what this term means, and learn more about how it can benefit your business when done correctly.
It's Matt Coffy again with Profit Engines, another story about building a better and stronger presence for your online business or your online activities. We've had to request and this is something I think that needs to be explained, it's something I come back to every once in a while which is "what is SEO?" and a lot of people are trying to determine whether or not an SEO strategy is right for their business. Obviously doing this for now going on about seven years from my own business and before that actually doing it back in the believe it or not, early 2000s.
Really what is SEO? SEO is a process. OK. So what you really need to know is what are the main functions of SEO as a process? The back to basics really starts with looking at an audit of your site, your competitors, what the market's like, what your competitive ranges are, really where you fit in the ecosystem online versus your other competitors. That's the most important thing. Beginning the process, so if you think about SEO just like having someone do a financial plan for you or how do you do financial planning? You take an audit of all of your activity that you're doing. Same thing with SEO. You really look at. competition and your own organization of the content that you have and what your site's about.
The first step is what we would do normally when we talk about working with someone from an SEO perspective is what have you done in the past to do an audit of what your site is about and how you can present it to your audience. The number two thing to do and this is where we come in. Okay, what needs to be fixed? Now a lot of people know they need SEO. But it doesn't make any sense until you know what needs to be fixed. So after you've done your audit, you get an idea of what needs to be fixed because you can look at it and find out what's missing. A lot of people don't update their site, don't really look at what the competition is doing.
Don't look at their calls to action. All of the things that are on a website that really makes sense. We normally see 3 things with Google's Webmaster Tools or search console, there are errors all throughout Webmaster Tools console. So this is simply a way that Google will tell you what problems you have on your website. There are missing pages, there are broken parts of your website, there are missing parts. There are all sorts of elements that are in your webmaster tool. So as long as you make sure that your webmaster tools account is looked at, they'll actually tell you all the things that need to be fixed from an on page or what we call on-site SEO strategy.
[clickToTweet tweet="A lot of people know they need SEO. But it won't make sense until you know what needs to be fixed." quote="'A lot of people know they need SEO. But it doesn't make any sense until you know what needs to be fixed.' -Matt Coffy"]
The next thing, which is pretty much critically important is your web pages. How they're set up, do they have topical relevance. Do they even have good English? Do they have the real things that make sense about a website which is that you actually have something that can be readable by humans and by Google? So those web pages have to be set up in a certain way to make sure that they're actually readable.
The next thing is and of course, you can probably understand where we play a lot is the backlinks. Backlinks are the links you get from other websites that connect to you and that brings authority to your Web site. So if you have links from other high authority websites that have a meaningful purpose and relate to your niche of your business. Those backlinks count as for how SEO works.
Number three is your keywords. Everybody knows that their business is about something and your keywords are critically important to what you're trying to accomplish. So, keywords related to the content which we'll get into in a minute. But what you need to understand is the intent. The intent of your user. What are they trying to do? bu or get? And have your ideas of what those things that they would type into Google would be. Right. So we look at the intent and we want to create topics around those. So we want about we want to think about your topics for your keywords so that we can place that into the content.
Number 4 is backlink building. So we want to look at backlinks as a big piece. So backlinks and there's three types, we want to look at your citational, that's really your location, your information about your company. We want to look at the second most and probably what you want to do is you want to look at other places to put your content.
So we really want to look at blogs. We want to write content that other blogs can pick up that's good for them. So they'll pick it up naturally. Once you write your content your backlinks get picked up Then, three we want to look at outreach. So outreach to other blogs and other bloggers where our topic of our website is similar to their topic or a parallel topic so we can get backlinks from outreach from other blogs are that picking up our content and from citational work. These are really the main three things this is really just talking about backlinks.
Now here is where it becomes interesting and the most important one which is really number five, which is content. Right so we talked about this in the keywords but the content and content mapping is the key. So when we talk to customers what we really talk about is taking this content and really thinking through the mapping of it. We want to do on site. So the one thing we want to do is we want to get content on your website. This means your own blog posts right in your own video, could be anything from text to video to pictures.
All the pieces of content you need to think about and put it into a schedule that you want to put up on a monthly basis. Now the second thing we want to think about is distribution. So we want to get that content distribution. So that distribution needs to get out to either influencers or into other social sites so people can pick up the content. Now, this is the sort of one piece that you would probably think this would be easy but its the hardest thing of all is to get people to pick up your content and move it through the process of distribution.
But we can build out some of this by doing this outreach business which is really part of the whole SEO strategy. Again one of the things you can think about as part of this is to get the guest post right to go to other authors and they can take your content and get it out there and write it.
Now these real elements, getting a good audit done. What needs to be fixed, making sure that everything is technically good with the site from a Google perspective, getting your keyword strategy built out, getting the content and the intent and the topics built from those. Getting your backlink strategies built out so that you can get your physical location set up, getting in touch with authors of other blogs that relate to your topics of your own website and then get the content mapping built out so you can build your own content.
Get that content distributed. Use social influencers and then talk potentially to guest posting environments where you can get someone to post a guest blog on their environment. As part of your overall SEO strategy. Again this is a process. It's done repetitively.
We're always fixing, we're always looking at auditing and looking at other competitors, looking for opportunities where we see that other things are out there, ranking ahead of our customers we can help get them on top of those positions. That is SEO in a process. We'll get into more specific details in another episode. I hope this helps. The one thing you can do after you do all this is to measure it and evaluate it and then rebuild your strategy every month. That's exactly what we do for clients and I hope can help you at some point as well.