SEO For Business Managers
Your website’s ability to appear ‘at the top of Google’ is a reflection of how well your website serves it’s target audience. There is no magic involved.
As a business owner, you don’t need to know the technical aspects of SEO. Like the deep details of tax accounting, it is really best left to the specialists. What you should know is a basic overview of what’s involved.
Perhaps more importantly, you should understand what SEO is not.
In the early days of the internet, SEO earned a well deserved reputation as technical trickery. The idea still persists that someone with an expensive laptop can make some unseen changes on a website and the website will pop to the top of the Google results page. This was partially true many years ago, but Google knows that is not in the best interest of Google users.
Google relentlessly pursues the delivery of relevant content to search users. It is impossible to pay your way to the top of organic Google results. If Google stops serving relevant results, people will go elsewhere. What’s good for all of us is what’s good for Google.
Check out this excellent video from Google. This will be 11 minutes of your time very well spent if you are considering paying for SEO for your website.
Google looks well beyond page content to determine the relevance and value of a webpage to it’s users. While Google will never disclose how it ranks web pages, we can review a quick scenario to help you understand how SEO works.
Google sees that Website A has lots of visitors. People contribute, linger on the pages, and link to Website A’s pages on their blogs or websites. The information on the website is organized, well structured, and easy to find. Lots of people do things like contact, download, or purchase.
Google sees that Website B has similar content but the website is rarely visited. When visitors do arrive, they tend to leave quickly and almost never accomplish a goal.
The SEO of olde can’t save website B. No amount of back room magic can make Google think that Website B will better serve users than Website A.
So what is SEO if not the trickery of olde?
In conclusion, you can no longer expect black magic from your digital partner. In fact, they haven’t been able to deliver that black magic for many years.
A quality SEO partner will be asking you in-depth, sometimes uncomfortable questions about the nature of your business and explicit details about your customers that you may have never deemed important. A true partnership is necessary and results should be measured over quarters or years.