If you are a business owner or a CMO, you are very likely cringe or feel “Ah! Do I need to keep paying for this SEO thing?!” when you hear the term “SEO” (search engine optimization), because let’s face it — SEO is hard and is surely not the quickest return-on-investment marketing tactic to plan, strategize and execute.
During these cringe moments, it’s important to understand that SEO is a crucial component of the overall digital marketing strategy for any organization, be it a $500mil organization or a small accounting firm. It’s a component that needs to be done properly for maximum effectiveness. The individual in charge of your search engine optimization campaign can make or break your entire digital effort- after all, search engine optimization is more than just a traffic source, it’s about trust and if someone looks for your organization on Google and doesn’t find you, 8/10 times you won’t get that business.
In order to help guide your SEO efforts in the correct direction, here are three important tips that will help enhance your SEO impact when fully understood.
1. SEO is a long-term commitment.
It’s scary to see so many reputed CMOs and business owners assume that search engine optimization is something that can just be kicked up a notch with the flip of a switch. While you can sort-of do that with an extremely healthy budget allocated for organic search (at least $3000/month), making adequate gains that stick takes time.
2. SEO needs to be built into all digital marketing components.
3. Focus on the SEO KPIs that impact your business, not just a rank.
A naive but extremely common mistake CMOs and business owners make when it comes to their SEO is focusing on KPIs that misrepresent the overall success, such as keyword ranking and keyword search volume.
It’s important to have your entire digital strategy revolve around KPIs that actually impact your business. You might rank #1 for all the key words you think are important but if you aren’t generating traffic or creating brand awareness then your KPIs need to be rethinked. Always ensure your developer has traffic analytics enabled on your website. If you don’t, then the overall impact of search engine optimization would never be understood. When you have this data, it allows you to focus on the metrics that actually contribute to revenue, and not useless vanity SEO metrics.