If you read about digital marketing, it won’t take long to come across search engine optimisation (SEO). People describe it as the Holy Grail, the lynchpin, the foundation of all your marketing endeavours.
It’s something they tell you to master, otherwise you’re doomed to failure.
I don’t agree.
Is it important?
Well, yeah. SEO is about making your website friendly for search engines like Google. Search engines use many factors in deciding how to return results to a user. If your website is irrelevant or low quality, search engines will tend to ignore it.
So you need to know enough optimisation to show up in results.
Don’t worry – it’s not much.
And you don’t need any so-called technical skills.
That’s not to say you can’t delve deep into the art. The more you learn about it, the better your results will be. But the diminishing returns are steep. Covering the basics is enough for you to rank well.
That’ll do, for now.
To learn how to optimise your site for search engines, it helps to understand how these businesses work.
That’s right, I’m not going to talk about the algorithm Google uses to match websites to searches. It’s much easier to think about what Google wants and assume their algorithm reflects that.
At their heart, search engines want to be useful. If you go to one and receive awful, irrelevant websites, you’re going to get frustrated. They don’t want that. They want the experience to be so seamless, it’s as if you barely had to think about it.
(By the way, there’s a good lesson for your own site in there. Make everything as smooth and intuitive as you can. There’s a reason why Google’s brand is worth billions.)
Your goal for your website is to make two things clear:
You have quality content, and
You are relevant to what they searched.
Writing ‘quality content’ is easy. Check your site for spelling and grammar issues. Make the pages longer than a tweet. Throw in a few relevant pictures. Those are all things you can control.
As for making your content relevant to their searches… well, that’s easy too. When you know your clients, you know what they type into search engines. They’re looking for answers, solutions and ways to free themselves from pains.
Speak their language, address their concerns and watch the traffic roll in.
It can be that easy. You don’t have to go technical when you can write well and you know your clients.
But what if you can’t write well?
Or you don’t know how your clients search for things?
What if you want to get technical without doing any of the hard stuff?
Well, then you bring in help.
And I gotta tell you, I’m one of the few hypnosis copywriters who know SEO.
(There aren’t many of us, after all.)
You can go with someone else, or you can make it easy for yourself.
If you like easy options that lead to quality outcomes, then head on over, my friend: