Therapy comes in many forms. I know a radio personality who refers to her time off as ‘mental health days.’ Personally, I see the sauna, a great massage, shopping or a long walk as major reliefs. Other times, I may end up on some friend’s sofa. Where ever the help comes from the goal is to feel better and move forward.
In marketing your brand the options can overwhelm you — from which medium to use (television, radio, internet, print) to what message to share. And when you finally focus in on your website there’s a host of new considerations coming your way including, search engine ranking, search engine optimization (SEO) and your overall website marketing strategy.
Well, if you need to — feel free to lie down on my website therapy sofa. Don’t worry, it’s soft. And since traditional therapy has a lot to do with self discovery, let’s start our web discovery sessions with a few questions.
Is a website that important?
I answered this question in an earlier article, Is Your Website Marketing For Or Against You?. But it doesn’t matter until you answer it for yourself. For me the answer is “YES.”
- YES. I need a website because most of my clients find me online.
- And YES. I need a website because I work with a highly digital generation that’ll Google, Yahoo or Bing me in their cell phones before they even leave the parking lot.
For you to answer this question effectively you need to understand who your audience is.
- What is their age range?
- Do they have computers?
- Do they shop online?
- Do they use the internet for research?
If historically, your audience hasn’t used the internet heavily — is that changing? The first set of people on Facebook were college students. Now you can run into your children as well as your grandmother inside that same social networking site.
And what if your web presence is borrowed, as in somebody wrote about you on their website. Since you have no digital home of your own, you send everybody over to somebody else’s place to find out about your brand.
What if they take your story down? After all, it is their place and they can do what they want. And what if you want to add new information? But it’s not your story or your right to make changes — it’s theirs.
Is having your own website that important to you? Is it important to your audience and to your marketing stratetgy? If the answer is no, then you don’t need to keep reading. If the answer is yes, however, then let’s address another question.
Why does SEO feel so complicated and mysterious?
Because it’s different. It’s not like anybody talks about search engine optimization on the radio or television. Routinely, you can purchase a domain name and website template or hire a website designer and never hear the term.
Plus SEO can be very complicated. However, the best advice for a novice is often the simpliest and clearest direction. When it comes to marketing your website, here’s a few basic and smart SEO steps to take.
Choose a theme for your website, a subject that you often talk about. Make sure that subject relates to your business, your books and your overall brand, and then stick to it.
Use Google Keyword Tool or something like it to uncover the keywords that your people choose when they want information relating to your theme. Do the work to discover those terms. Don’t just assume that you know what people are typing into Google, Yahoo!, Bing.
3) Monthly Articles.
For the busy small business owner make it your business to add a new article or two to your website monthly. Write those articles inside the theme for your website and with the keywords that you discovered.
Make most of your articles between 300 to 800 words. Remember that you can’t cover everything in it. So focus each post on one keyword term. Give one idea at a time it’s day in the sun, and then cover a different but related topic in your next article.
Consider your articles to be a life line. The more you have, the more ways people can find you in the search engines. In essence, each article informs and teaches something, and if you do it right, it markets your brand at the same time.
Well, there’s more to this SEO thing, but these steps will get you thinking in the right direction.
Now, how’s that for your time on the sofa?
If you can handle a little more Website Marketing SEO Therapy then let me know by commenting below. And if you’re the shy, mysterious type, then shoot me an email — some of the best questions have come that way.
Custom Illustration: SEO Therapy by DavidMichaelMoore.com