Web Marketing and SEO Mentorship
WHY DO WE OFFER MENTORSHIP
WHAT MAKES OUR MENTORING PROGRAM UNIQUE
WHY GROUP SEO AND MARKETING TOGETHER?
FUNDAMENTALS OF SEO
SEO can be super complicated or it can be very simple. Depends on how you approach it. If you go to backlinks.io, you will see there are over 200 factors known or purported to be involved in the google ranking algorithm. Trying to make sure your site addresses everything on the list is not only overwhelming but usually not the best use of your time. For most websites, your Search Engine Optimization strategy can be simplified into 2 simple principles: Links to your site, and content. Content is what makes you eligible to show up in a search result and links give you credibility which help you show up higher in search results. Beyond that, most businesses should actually put more focus into the presentation of their marketing message. The message refers to what you are saying to your visitors. The Title and Meta Description are the two most important pieces of content on a webpage. This is what a person will see in the search results and consequently what will be used to decide whether to click through to your site. While title and meta description are also important for SEO, where we may differ from other SEO firms is our belief that your message to visitors should be given priority over stuffing with keywords. Tell the searcher what you do and how you are different. Use keywords carefully to establish relevance around the central message. If you can’t use a keyword when telling them what you do, then you either need a different page to tell a different message or that keyword may not truly be relevant. Then, build a page around answering the questions in the mind of the person that clicked through the link. A well designed page informs visitors and directs them towards their next logical step.
HOW SEARCH ALGORITHMS WORK
Most of the biggest sites on the internet are at their core search engines with each one having different criteria for establishing relevance. Instagram, Google, and Amazon are 3 diverse search engines geared for different purposes. To understand each search engine, you must understand the main objective of the searcher. In the case of Amazon, the primary goal of the user is to buy a product. Consequently, Amazon’s search engine is designed to serve up the products someone is most likely to buy. Therefore, fundamentally, the best ranking products on amazon are those which are most likely to convert to sales. Every other factor including price and reviews impacts rank by improving conversion rate. Google has a more difficult challenge in that there are searches for information, products, and services. Because the goals are not as single minded as they are on amazon, the system has to be more broad. Originally Google was built around the same principles that the scientific industry uses to rate the quality of a publication, namely references. In science, everything you say must be backed up with either data in your paper or by a reference to the original publication of the data. If your data gets referenced a lot, then your data is assumed to be more valuable than data that rarely gets referenced. Likewise, google looks at how often other sites refer to your site (link to your site) and how credible the linking site is. The higher the quality of the linking site and the more links you get, the more credible your site is, and google ranks sites in search results by keyword relevance and credibility. The fundamentals of SEO for Google are to establish keyword relevance and increase site credibility through backlinks.
RECIPE FOR SUCCESS
Every good program starts with a strategy focused around your end goal. Is your site trying to sell a product or a service? Then, knowing your goal, build your website around your key marketing message. Specifically, tell the visitor very clearly what you do, what makes you different, and why you can be trusted. These are the 3 main questions everyone has when making a decision. If you can, it is always better to answer these questions in Video or in a visual form rather than text as it is much easier to convey your message and your message is more likely to be remembered. Once you have your message down, then fill in around that message with a lot of content. Not only does the additional content help to answer other questions the visitor may have but content contributes the important keywords that helps Google establish the relevance of your page to a searcher. Then, keep adding more content (blog), keep sharing that content (social media), inspire others to share your content (backlinks), and use data to refine your message (analytics).
WE HIRE PROFESSIONALS
Marketing and SEO are professions. 10 years ago, companies figured out how to game the system and reduced SEO to a simple formula. The formula worked so well that sites did not really need to focus on Marketing to succeed. However, that time is dead. Google cannot be manipulated in a formulaic way anymore. Now Marketing and SEO must work hand in hand to build the right content. It is part science and part art and it takes years to perfect. That is why we hire only professionals that have dedicated their lives to their creed.