Joe: Welcome to the Being Found Show. If you want to be found by more buying customers, you have come to the right place. I want to go over questions we get frequently asked not only by our employees but by other businesses and even listeners. The Common Question is “What does a search engine optimization (SEO) expert actually do?”
“A Search Engine Optimization (SEO) Specialist analyzes, reviews and implements changes to websites so they are optimized for search engines. … Simply put, in the words of SEO.com, “it is the job of the SEO specialist to make your website show up at the top of the search engine results”. Source: SEO Specialist: Job Description
Chauncey: A lot of businesses are unsure of what really goes on because much of what happens is behind the scenes. Businesses aren’t seeing when we are cleaning up code, making a website faster, wrapping it in Schema and building citations. They don’t get a lot of clarity and don’t necessarily know what they are paying for.
To give a general idea of the situation, we are making your website faster. We are cleaning it up and making sure that the code and words of your website represent what you, as a business, are trying to convey. We’re making sure your reputation across the internet is consistent and trustworthy. There is a lot of work that goes in to make that happen.
Joe: We have a checklist that takes us 90 days to get through and then a lot of it is redone and reviewed all over again. Businesses feel like they have no clue what is going on and nothing is getting done, but a ton of work goes into getting the website to where it needs to be. We can explain some of it.
Chauncey: Part of what SEOs do is we deal with backlinks. They will grab links from other sites and link them back to your own. Customers may be confused when one person gets them 100 backlinks, and your SEO got one but spent 8 hours getting it. That one link will get a significant amount of traffic efficiently unlike the 100 useless links from the other guy.
Backlinks are links from outside domains that point to pages on your domain; essentially linking back from their domain to yours.
A business needs to trust their SEO expert to know what to do without needing every detail of what they are doing for you. I don’t need my mechanic to tell me specifically how my car runs; I need him to know and to make sure it runs right.
Joe: A common mistake is that businesses wonder why they can’t just pay their SEOs a percentage of their sales as the SEO seems to be responsible for making sales. The misconception here is that being a successful SEO is solely measured by the increase in the sales a company receives.
Although it is partly true in a way, there is much more to it. There are metrics that you, as a business, should be watching anyway. Are you selling more? Are you getting more customers in? But here’s the challenge. The idea of SEO is to get the ideal type of customers to your website. That doesn’t mean that your business has the customer service, competitive prices, relevant products or a competent sales team to make that happen regardless of how well your site is put together.
As a business, your website is a channel that will impact your customer’s life in one way or another. You need to determine if it is positively impacting them in the sense of conversion or making a sale. If you aren’t, you are missing an opportunity for sales and conversion, and something needs to change.
There are a lot of metrics that matter and a lot that don’t. What is important here as a business is to look at your SEO and their results alone to measure how well they are doing and what they are accomplishing for you. You need to know what is happening within your own business. You need to ask yourself if each piece of your business is doing what it needs to do and when you get to whether or not your SEO is being productive, there are things you can directly look at.
I’m going to break down three pillars of how to know what an SEO should be doing or what you should do as a company. So, as a business, when you’re talking to your search engine optimization (SEO) company and your marketing company and anyone else involved with the overall strategy of an online business, here are three things that you should point out and you should be asking about.
1. Meeting Google’s expectations: Google has a set of expectations on site speed, length of content, images, videos, how people like your site. That expectation is actually different depending on your industry, and you need to define what Google’s expectations are, and you have to build your site and your messaging and everything around that.
2. Meeting customer expectations: If you’re being found from google and customers want to know prices for features, and you exclude those things from your website, well you may have met Google’s expectations, but your customers aren’t going to give a crap, and they’re not going to use your website.
3. Meeting revenue expectations: Is your website bringing in what it should be based on what you’re putting into it?
You want to look at your website through this triangle of expectations. Ask yourself if your website is meeting Googles expectations, customer expectations, and revenue expectations. Ask those three questions every day, all the time to your search engine optimization team, your marketing team, your webmaster, or your salespeople. Just write those on a whiteboard and just ask those three questions every day and then help make the adjustments that have to be made.
When these things are being accomplished, you will have more people and more money coming in. This is a recipe for growth.
Chauncey: So to recap: What does an SEO do for you and your website? We help you reach Googles expectations, customer expectations, and to recognize your revenue potential and help you reach that point in every way that they can.
Joe: My team is prepared to help you reach these expectations, and you should ask if yours can too.
Really quickly I want to review the ABC’s of being found by more buying customers online.
A: Available where people want to find you. Where are people looking for me and am I there? Am I on Google My Business? Facebook? Pinterest? You don’t have to be everywhere, just where your customers are.
B: Be found by the right audience. Once you’re available where you need to be, are you doing what it takes to get your products or your services seen?
C: Cultivate or amplify what is working for you. Once you are being found, you start putting money into the things that are working, like Facebook ads if that is what is drawing in the customers. Start looking at what your customers like and dislike about what they found and start making changes around those things.
Start with step one. If you aren’t successful right there, stop and work on achieving that before even touching the next step. This will ensure that things get done right and efficiently. Chauncey, where should businesses go to begin if they want to be found online?
Chauncey: Get on with Google my business, have your own website, and get online and involved with Facebook. It is that simple. You can start filtering out places but the platform everyone is on is the platform you want to be available at first. You want to start by knowing where your customers are and being available there.
Joe: Thank you for listening to this segment of the Being Found Show, to hear the full show listen here: Being Found Show Episode #47 or subscribe to our podcast.