SEO vs. Optimizing Your Web Presence

Posted October 28, 2015 by   in Google, Marketing Strategy, SEO


So you “only want SEO,” huh? That’s interesting considering you want your website business to rank in a competitive market, but you’re only willing to try a single tactic. Choosing to only address SEO is like needing a new car, going to the dealership and leaving with a chassis and wheels. Sure, it’s a great foundation for a future vehicle, but you’re missing the most important, complex component of your new car – an engine! Regardless of how you feel about SEO or what you believe SEO even is, SEO is not a one-pronged approach that will solve your internet marketing woes. It’s not the silver bullet, à la carte strategy that can transform your business and bring you to the top of the SERPs (Search Engine Results Pages).

Disclaimer: SEO is incredibly important and a necessary component an effective internet marketing strategy, but it’s just one piece of the ever-growing puzzle. It’s the chassis and wheels of your internet marketing. What you need are a chassis, a set of wheels and an engine (content)!

To perform effective SEO, you need ongoing content to actually, well, optimize! Sure your site can be initially optimized and built using Google best practices to court the search engine bots efficiently but, without fresh content, there is no strategy. Fresh, relevant content is how new customers find your business and how Google finds you, too!. You MUST provide the best content to all the questions, fears and concerns that your consumers may have about your product, industry and/or services. Simply having the best products/services is not enough anymore. These days, you need to have content everywhere (videos, testimonials, reviews, product/service comparisons, etc.) that proactively addresses and educates the consumer so that they can to make a highly informed buying decision.

Amazon – Content Grand Slam

There’s no doubt that Amazon is the king of ecommerce. They have some of the best prices, selections, product options and shipping in the world. But just having that still isn’t enough to have the best rankings. What sets Amazon apart from the rest of the crowd and takes them to the top of the SERPs is that ALL of the content that a consumer may need to make an educated purchase is easily accessible during their buying journey, or available elsewhere on the site!

Let’s use my most recent Amazon purchase as an example: I was searching for a new bicycle helmet the other day, so I Googled “bicycle helmets”. The search results presented me with Amazon near the top of the search results. I went to Amazon, clicked on a helmet that looked like what I needed and was met with 768 customer reviews, a helmet sizing chart, related products, a Bike Helmet Buying Guide and a video titled, “How to choose the Safest Bike Helmet” that was 4 minutes and 52 seconds long. From an “SEO” perspective, that’s a content grand slam!

My Amazing Buying Journey

Let’s analyze this using my buying decision process:

My need: a bike helmet

My goal: to purchase a safe bike helmet

My fears & concerns: I need a quality helmet. I don’t know what size helmet I need. I’m unsure of the exact type of helmet I need for cycling. I don’t know what makes a helmet a safe one.

The Journey

Step 1: Google “bike helmets” and click on Amazon’s link (credibility achieved)

Step 2: Sort helmets by customer reviews (quality concern overcome)

Step 3: Select helmet and read sizing chart (size fear overcome)

Step 4: Read “Bike Helmet Buying Guide” (type of helmet concern overcome)

Step 5: Watch “How to Choose the Safest Bike Helmet” (helmet safety concern overcome)

Step 6: Add to Cart

Step 7: Completed purchase

Conclusions

Amazon didn’t win my business because they just had an optimized site. They won because the type of content and quality of that content allowed me to make the most educated purchase as possible. That’s all Google is trying to do – serve users with the best results as possible and Amazon achieved this with their content, so that’s why they own the top of the SERPS.

You may only want “SEO”, but you need a marketing plan that optimizes your brands digital assets.


Note: This is an updated version of the original blog post with corrections appended.