Why SEO Matters to Your Business Website Part 1 of 5

SEO (Search Engine Optimization) helps you talk to the people who already know they want your product or service. It’s called Pull Marketing. The opposite of Pull Marketing is Push Marketing, which uses ads (TV, newspaper, billboards), direct mail, and yes, even old fashioned cold sales calls to attract your prospects’ attention and convince them they need your product or service.

The Internet uses both Pull and Push Marketing: Push are the ads that appear at the top of the search results page. Pull are your organic search results: the ones that list beneath the ads.

SEO is all about getting listed at the top of the organic search results.

Why it’s good to be in the top 10 of the organic search listing

Nearly every business owner knows that SEO is important for their website to be found, but few people know how to get to the top of the search page.

You can pay to be on the first page with a pay-per-click ad, but fewer than 6% of the people looking for your product or service will click on a pay-per-click ad. Instead, over 90% of people searching will click on the “organic” listing, and 42% (of the 90%) will click on the first “organic” listing. SEO experts at Wordtracker point out that 12% of searchers will click on the number 2 spot, 9% on the 3rd spot, and 6%, on the 4th organic listing.

Being in the Top 10 is your goal

Why 10 ten?

Only the top 10 organic listings appear on the first search page.
90% of people searching for your product or service will never go beyond the first page.
So, how do you hit the sweet spot, or at least be among the top 10? Begin with good copywriting.

Why Good Copy Writing will help search engines find your website

The more I learn about SEO (search engine optimization), the more I understand that I’ve been thinking about it backward.

In the world of search, people will learn about a product or service in this order:

1. Title tag
2. Description tag
3. Web page headline
4. Web page copy
Knowing this, it seemed logical to put most of my effort into picking out the ‘right’ keywords to improve my ranking.

What I’ve learned, however, is that I need to be putting most of my effort into my copywriting, before putting out my search pearls. Why? The ‘right,’ and often best keywords will jump out in copy that’s concise and written well.

How to pick out the right key words

Now, instead of spending too much time searching for and racking my brain for attention grabbing key words, I’m putting more time and effort in writing, and following this order for SEO:

Web page copy
Web page headline
Description tag
Title tag
Attracting the right kind of attention on search engines

It’s true, attention-grabbing keywords are critical for getting prospects to click on an URL, but keywords should relate to the web page in order to achieve my big 3 marketing goals:

know
like
trust
Why the right keywords matter

The logic is really quite simple: If you are who you say you are, and can say it well, you will be what your prospects are searching for = Win – Win.

SEO Part 2: The advantages of a bulleted list

Bulleted lists are easy to read, visually appealing and a great way to add juicy keywords to increase your chances of being found online. Want to attract more clients to your business website? Check out Part 2 in my 5 part series: Why SEO matters to your business website.