Marketing Masterclass: SE Oh… so that’s what it’s for!

I’m back refreshed and ready for action, so I thought I’d start with a topic that’s been high on my agenda for the past month — not only for my clients but also for me.

Now, I know we marketers use a lot of jargon in our line of work—think IPC, PPC, CPV, and so on. But one such acronym that is banded about a lot in our world is SEO.

SEO stands for Search Engine Optimisation, which is a big deal in the online world. It’s all about improving your website so people can find it easily when searching for things online.

The goal of SEO? To get your website to show up on the first page of search results, like Google.

As you read this, you may fall into one of two groups. The first is very SEO-centric, while the other is someone who has yet to learn what this is all about and how to do it. If you’re in the first group, I would give you one bit of advice: Don’t get so caught up in trying to please the search engines that you forget to connect with your readers. If you’re in the second group, hopefully, today’s article will help you understand the process a little better.

So, why does SEO matter anyway?

I’m sure many of you don’t understand why SEO matters so much. But it does. When your website ranks higher on search engines, more people will likely click on it. Think about it: most people don’t want to scroll through pages and pages of search results. They want to find what they need quickly, so they click on the first few websites they see.

To ensure your website shows up, you must follow some good SEO practices. Here are a few key things you could do:

• Find the right keywords: Keywords are the words people type into search engines. You want to use keywords that lots of people are searching for. Tools like Google Keyword Planner can help you find popular keywords related to your business.
• Create great content: Write useful and interesting content that people want to read. Make sure it’s easy for both search engines and readers to understand. Quality content keeps people on your page and encourages them to share it with others.
• Link to quality sites: Include links from other trustworthy websites. This helps show that your content is reliable and can improve your ranking.

The three critical parts of SEO

There are three main parts to SEO that you need to know about:

1. Technical optimisation: This is about making sure your website works well. Things like how fast it loads and having a clear site map are essential. If your site is slow or hard to navigate, people will leave before seeing your content.
2. On-page optimisation: This means ensuring your site’s content is relevant and easy to read. Use the right keywords in your writing, including the main keywords and related phrases that people might search for.
3. Off-page optimisation: This is all about what happens outside your website. Getting backlinks (links from other websites to yours) and mentions from other sites helps boost your ranking.

Social media shares can also significantly affect how well your content performs.

Content is king!

Everyone says SEO is super important for getting your website noticed, but here’s the thing: you shouldn’t let following SEO principles hamper your creativity!

The rules for getting to the top of Google are a bit of a mystery, but remember, SEO is just one part of the puzzle. When you write, focus on telling your story and sharing your ideas.

Once you’ve written your content, you can sprinkle in some keywords. That way, you’ll create something exciting and fun to read!

Imagine you’re writing for a financial advisory firm that helps clients with retirement planning.

You might want to use keywords like ‘retirement savings’, ‘financial planning’, or ‘investment strategies’.

Which sentence sounds better to you?

“Secure your future today with our expert retirement planning services! Imagine enjoying your dream retirement without financial worries—let us help you build a solid savings plan tailored just for you!”

OR

“We offer retirement planning services to help you with your financial savings and investments.”

The first sentence is much more engaging and paints a picture of a worry-free future, which will make potential clients more excited about reaching out for help.

Finding the balance

So, how do you find the balance between SEO and creativity?

Start by writing your content the way you want to write it. Don’t let keywords dictate how you express your ideas. Once you’ve got a solid draft, go back and see where you can naturally add some keywords.

This approach lets you maintain your brand voice and keep your writing engaging. Remember, the goal is to connect with your audience rather than just to please the search engines.

Have fun with your writing

When you write, let your personality shine through! Don’t be afraid to share personal stories. This is what makes your content relatable and memorable.

So, next time you’re writing content for your brand, don’t allow keywords to hinder your creativity.

Have fun when you write. It’ll mean you deliver far more exciting and engaging content than if you let the keywords do the talking.

In the end, SEO is a helpful tool, but it shouldn’t be the boss of you. Use it to enhance your content, not control it.