Definition: According to Jaworski et al. (2024), SEO (search engine optimization) is the process of selecting keywords that increase website visitation rates, and it includes making sure popular search engines can index your website.
As a new business owner entering the field, trying to stand out in the ocean of digital information can be overwhelming. SEO is critical to a company's digital strategy. If your digital assets are your body, your SEO is your nervous system, helping to connect all the dots. Studies indicate that most users click on websites listed on the first page (Luh et al., 2016), and combining SEO and social media increases campaign success rates (Sagot & Ben Arfa, 2023). Therefore, SEO is critical for your digital and marketing strategy to grow your online presence and increase revenue. Like everything else, establishing a plan, a workflow, and consistency is key.
Adam Clarke is a renowned SEO author (Amazon Top Seller 4.5 stars +2000 reviews) who wrote a great book to get you started (Clarke, 2024). Most articles tell you the theory of implementation. In this article, we will discuss how to actually get started.
Understanding SEO concepts, frameworks, and best practices
Conducting keyword research
Optimizing content to align with SEO best practices
Link-building
Implementing a social media strategy
Leveraging pay-per-click advertising
Outsourcing or subcontracting efforts
Using analytical tools.
How to get it done:
Understanding SEO involves reading up on legitimate sources to gather best practices in the current environment. Seek to understand concepts, frameworks, definitions, and boundaries. There are perhaps more sources than consumers, so finding legitimate sources can be challenging. You can start by reading Adam Clarke’s book SEO 2024. The American Marketing Association also offers comprehensive, credible SEO resources (2024). They are backed by experienced scholarly and practical industry professionals.
Conducting a keyword search requires some common sense and direction. Consider relevant keywords that customers/clients use to engage with and ultimately purchase/book your product or service. Think outside the box because sometimes it may not be as simple as where to buy x or y. A recent client (a medical practice) realized terms like “how to ride a bike” were advantageous even though they were not directly relevant to their offering. Leverage technology like Semrush, Ahrefs, or Moz to identify and research keyword competitiveness. There are other tools out there. You should find a tool that matches your budget and resources, so do a bit of research.
Optimizing your content is simple. After you complete the previous two paragraphs, implement your SEO based on your findings.
Link building consists of posting content on other platforms (e.g., business directories) linking back to your website. There are a few ways to do this. Social media and your local and legitimate business listings are a good place to start. Adam Clarke provides a good list, though a quick Google search provided this list:
Some apps directly add legitimacy and have a comprehensive process to register, such as the Better Business Bureau (BBB), while others are useful tools that can get you leads, such as Thumbtack. Some come at a cost, while others do not. Find what works for you, and remember to adhere to your legal guidelines, policies, and procedures.
Your social media campaigns should align with your SEO strategy PERIOD!
Pay-per-click campaigns are sponsored links that appear when you Google search. They share many similarities with SEO but are not exactly the same. They should ultimately complement your SEO strategy. Google Ads is perhaps the most popular but also competitive. There are others, such as Yelp and social media channels. If you decide to go this route, ensure it aligns with your business strategy, specifically your marketing strategy.
Let’s quickly review outsourcing and subcontracting. Bandwidth and expertise are some of the challenges for small-to-medium businesses. During a discussion, an SEO professional mentioned the struggle between working FOR their business instead of ON their business. The action items we listed above take time, consistency, and patience. You should outsource or subcontract if you do not have a dedicated person for these activities. Pick your expert carefully. Ensure they are educated, credited, and have done the work. We have encountered situations where a project may be out of scope and have pulled in the right person to ensure the job is done right. Take this approach and make sure the expert presents a logical, well-thought-out plan.
Last but not least, monitor the environment. Some of the tools you use to research keywords can help you monitor your progress. Adapt as needed, but stick to your strategy. Tools like Semrush, Ahref, Google Analytics, and Moz can help with this. Remember, the landscape changes fast, so updated information is critical. For more questions, email us at
info@j-ski.com or book a consultation today.
Adam Clarke. (2024). SEO 2024: Learn search engine optimization with smart internet marketing strategies (2024th ed.). Digital Smart Publishing.
Jaworksi, B., Lutz, R., Marshall, G., Price, L., & Varadarajan, R. (2017). Definitions of Marketing. American Marketing Association. Retrieved on June 18, 2024, from https://www.ama.org/the-definition-of-marketing-what-is-marketing/
Luh, C.-J., Yang, S.-A., & Huang, T.-L. D. (2016). Estimating Google’s search engine ranking function from a search engine optimization perspective. Online Information Review, 40(2), 239–255.
Sagot, S., & Ben Arfa, N. (2023). Enhancing Efficiency of Crowdfunding Campaign Financing: The Role of Search Engine Optimization and Social Media. International Journal of Strategic Decision Sciences, 14(1), 1–24. https://doi.org/10.4018/IJSDS.327790
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