If you’re familiar with the film Office Space, the concept of SEO can seem a lot like TPS Reports – it has to be done, but nobody knows exactly why, and it usually involves a lot of headache. The process for SEO can look like the “Planning to Plan” flowchart in the background of Peter’s meeting with The Bobs.
SEO, or search engine optimization, is a concept I’ve admittedly not paid much attention to throughout the course of running a website. When your site is more of an online business card, it doesn’t make sense to view it as an epic content generator and traffic magnet. However, as websites only get traffic one of two ways (direct links and searches), it’s necessary to build something more than an online business card in order to make your website worth the hosting fees you’re paying.
At the center of this argument is usefulness. Whether a visitor comes via direct referral (e.g. an email proposal with a link to your site) or a search result, your website has to put forth the same credibility and usefulness you project as an individual and a business. Let’s face it, your website is your business online. A bad website for a great company is like putting a copy of The Atlantic Monthly inside a Penthouse wrapper.
There are a number of tools out there to help you along the way, but a great introduction to the concept–with practical tools and explanations–is here at Duct Tape Marketing.
Two takeaways from this post:
- Don’t try it all at once. Build your approach.
- It’s not about plugging in magic keywords and watching the traffic roll in. This is a comprehensive strategy.
The gem in this blog post for me is Paper.li. If you’re looking for inspiration for weekly content, this is where you want to start.