Search engine optimization (SEO) can be quite intimidating for someone who doesn’t know much about the subject. Both Lisa and Cody have discussed “Why I Can’t Find My Website on Google” and “What You Need to Know about SEO” on the blog, which are great introductions to SEO.
A few members of our team recently attended a digital marketing summit at the KU School of Business, where we heard business consultant and SEO expert David Barnes share his insights on SEO, Pay-Per-Click (PPC) and Search Engine Marketing (SEM). Here some key insights from his presentation:
The first thing to do before ever thinking about spending money on search is to make sure you have good content on your website. 300-500 words per page of in-depth information shows both users and search engines your expertise. Be specific. If you don’t mention your meat department on your website, you’re not going to show up in a Google search for it.
Alright, now you have quality content on your website describing everything you offer. That may be enough to get your website to the top of a search engine list. If not, should you start paying for search engine marketing? It depends on a number of factors. Here’s a quick list of pros and cons:
- Can take 3-6 months to see results
- Will take on-going learning & experience to master
- Difficult to control the flow of traffic
- More cost-effective
- Search engine results pages are more popular than sponsored ads
- More difficult to compete with large corporations
- Better in the long-term
- Only 1-2 days to see results
- Easier for someone without SEO knowledge
- Can turn on/off at any time
- More costly per visitor
- Fewer impressions & exposure
- Easy to compete with large corporations
- Can generate exposure on related sites through retargeting ads
- Better in the short term
Tackling the search engine beast can be a daunting task, but by carefully developing a plan based on your target audience, competition and your goals, you can increase traffic to your website and into your store.