What’s it all about?
Being #1 on Google’s first page of Organic Rankings would be great. But let’s face it. You can’t spend hundreds of millions unless you are a Fortune 100 company. And in some cases, you must compete with them. So, what do you do? You have patience and realize that you may never be #1. But like Avis, you need to try harder. If you throw in the towel, you might as well sell the business and go home. Ok. Enough of the wise guy stuff.
What do you do now?
Your best start is to make a list of general blog and search TOPICS that you find that is important to your UVP (Unique Value Proposition. If you don’t have one, pick up the phone and call me now). These topics will give you at least 12 to 36 columns that will be the basis of getting your FRESH CONTENT out. And Fresh SEO content is King!
Once you identify these keywords that are central to your business and UVP, you now have basis for a targeted SEO campaign. But we aren’t done by a long shot.
When you check these topics on Google’s keyword tool you may find that these words aren’t specific enough – they may be generally popular short-tail keywords. Meaning those keywords are too generic. You need to drill down specific keywords that are more granular and less popular.
Right about now, I’m sure you are saying “Wait a minute, I want all the traffic I can have and I will use the most general key words I can to do so”. The problem with that thinking is that you DON’T want as much traffic as possible.
What you really want is to fulfill your niche and have a host of active buyers fill your pipeline, rather than tire kickers and time wasters.
I recently read a very good book to illustrate this concept. It is Chris Anderson’s
Here’s the rub:
You can read a few books, study and do all kinds of keyword research and maybe do an acceptable job of SEO. Or you can hire the experts to do the job for you.
After all, I did my own auto repair in the 70’s and even into the 80’s. But technology has changed, and I know I’ll screw up more things if I try to work on my own car.
I know where my competencies and strengths are, and I play to them. You should too.
-Chris O’Connor, Blindspot Business Development