5 SEO Tips for Business Leaders
October 15, 2020
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Why Your Business Should Invest in SEO?

A search engine is a marketplace

All of your competitors can be found on this online marketplace. Imagine you are selling potatoes in a potato market. Your competition also sells potatoes. So why should customers buy your potatoes and not those of your competitors?

In the potato market, you would stand up and loudly proclaim the benefits of your products, thereby attracting the attention of potential customers. It works similarly with search engine optimization:

The search engines analyze your website and that of your competitors . It evaluates the websites on the basis of hundreds of parameters such as content, design, compatibility with mobile devices, structure, links, text / image ratio, visitor numbers, bounce rates, click rates and so on. Those website operators who do this job well can move up in the search engine ranking and thus appear higher up on the search engine results list ( SERP ).

SEO then and now

Previously, search engine optimization very easy. By simply adding a few keywords as so-called meta information, the website was categorized globally and the search engines were able to classify and find the pages with the help of these keywords . Example of such meta information:

<meta name = "keywords" content = "keyword 1, keyword 2, keyword 3" />

Details : Provides keywords or topics that appear or are dealt with on the website. The keywords are separated from one another by commas; to improve human readability, a space is often inserted after the comma.

However, this concept showed weaknesses: The website operators quickly began to create many copies of the same website on the Internet and to use different keywords for each copy. This “flooded” the Internet with website copies and the quality of search engine results decreased. From a search engine point of view, this is a disaster. Because it is their job to deliver the search results that promise exactly the content that the searcher expects. The perfect answer to every search query. For this reason, Google started early not to pay attention to the keyword metas but to semantically analyze the content of a website and also to recognize website copies.

Today the search engines recognize and punish the old meta keyword optimizations and operators who run copies of the same website . Anyone who creates website copies with heaps of keywords risks being completely undetectable (deleted from the index). That’s a good thing! This increases the quality of the content on the website and the probability that search engine hits contain valuable information is much higher. This increases the findability of information for all of us. But it also increases the workload for the website operator. Because time has to be invested in creating high quality content.

Why does SEO cost money?

In order for a website to be found on the Internet, the operator of the site has to give a lot of thought to the content and structure . This means that time and money have to be invested to meet modern SEO requirements . Because anyone who receives a wage at the end of a month has to create content (text, graphics, links, etc.) and enter it on the website. This can be an internal employee or an external contractor (content writer).

Can’t you just copy texts + images from the Internet together?

You quickly get the idea of ​​copying texts and images from the Internet and changing them easily. A very bad idea! Because the search engine algorithms are extremely clever these days. They not only recognize the semantics of a text but also build a logical structure of the document. A digital fingerprint of the content. If there is too great a resemblance to other content, then there is a devaluation and a laboriously copied and modified content can even have a negative effect on the search engine ranking of your website!

Images may also not simply be copied. Most images are legally protected and if they are used without the consent of the rights holder, lawsuits and fines are threatened.


Do-It-Yourself instructions

What exactly is done in SEO – search engine optimization?

Basically everyone can do SEO themselves. You can work out a lot on your own. In the following we explain in detail an approach how you can carry out SEO yourself:

What are my Unique Selling Points?

With  SEO, your unique selling points ( Unique  Selling  Propositions, USPs) are highlighted. You can ask yourself the following questions:

  1. What is my strength?
    (Price, speed, quality, range of functions, uniqueness)
  2. Is a special procedure applied
    (energy efficient, ecological, fair trade, etc.)
  3. Is my product * easier to use or is it otherwise more convenient?
  4. What are my outstanding services?
    (Guarantees, advice, services)
  5. What is the value of my brand? Am I an innovation leader or a market leader in my industry?
Define terms

What  search terms  –  keywords  – do your potential customers use to search for your company, your offers and services?

Tip : As a first approximation, use Google Trends,  for example,  to find out whether there is a search volume in Switzerland for certain terms.

Example : You make white chocolate polar bears. Presumably only very few will search specifically for “white chocolate polar bears” but rather for “chocolate animals”. The two words correspond to a search term or a so-called  keyword . This keyword can now be worded differently:

  • Chocolate animals
  • Chocolate animals
  • Chocolate animals
  • Chocolate animal
  • Chocolate animals
  • Chocolate animals
  • etc.

Keyword analysis and Competitor analysis

Now you need to find out with which search terms your potential customers are looking for products that are similar to your product. This can be very time-consuming. Because if you do this job conscientiously, you will visit all the websites of all your competitors and check how your competition has already solved this problem. If you are using the exact same keywords as your competition, then you will need to create more and better content so that your website can win over your competition in search engine results.

The better you incorporate a  competition analysis into your strategy, the more effective the resulting  SEO measures will be.

Structure and organize terms

Once you have found suitable terms, you need to structure and organize them. You arrange them, for example, according to the estimated search volume and put them in relation to the relevance for your products. The following questions arise:

  1. Which  keywords  are important to you?
  2. How well do which keywords fit which   products?
  3. Are certain  keywords  mutually exclusive?
  4. Are there  keywords under which you do not want to be found under any circumstances, because they could even damage your business?

The result is a larger list of terms that you can use to create content.

Defining content

Define  which products and services content should be created for . As a rule, these are first and foremost the offers with which you can earn the most money with the least effort ( cash cows ). This results in a list of websites to be created.

Content writing

Create content (text + images)

Now the hard work: Based on the information obtained above, a content writer must create so-called organic content. Organic means that these may not be copied from other websites and must have their own characteristics. When writing this content, the previously researched terms must be listed in the correct places (headings, texts, image descriptions, meta fields) in the correct order and in sufficient quantity, but not too often. Here must  Keyword Stuffing be avoided!

It is best to use your own graphics or even symbols and illustrations you have created yourself to describe your product clearly and understandably.

Video productions and Social signaling

Create  product or explanation videos . You can upload these videos to popular video platforms and link them to your website. This is also SEO  and is called  social signaling  (term from behavioral biology). Potential customers who find your video will be aware of your offers via the video commentary or via the content of the video, visit your website and contact you.

Videos can of course also be shared on various platforms (Instagram, Facebook, Twitter, etc.) and embedded on the website. This can also reinforce social signals.

An  increasing number of visitors  to your website  with the help of social signals has a positive effect on the search engine ranking .

What exactly is he doing “SEO expert”?

The SEO expert supports and advises you at every stage of the entire SEO process .

At  Brand AdvoKates you determine how much personal work you would like to do. Because every company has different options and preferences:

Larger companies often have one or more marketing employees. They can perform many of the activities described above internally. These companies buy specific know-how from us. For example, our SEO experts analyze supplied by the marketing team content on their SEO compatibility with the current rules of the search engine provider (keyword density, link density, inbound/outbound linking, keyword selection, keyword placement, backlinking on the contents etc.). Our experts use a variety of tools and years of experience for this.

Medium-sized companies that do not have their own marketing department usually book the full SEO spectrum with us: the creation of analyzes, templates and content, and even the inclusion of content on the company website.

Smaller companies  are usually happy to receive support in the field of keyword analysis, but want to write the content themselves. Usually this is done by apprentices or interns on the basis of our analyzes and specifications / templates. The boss then optimizes these according to his wishes.

In the following article we explain in detail what exactly our specialists can do for you. We are happy to assist you with our professional know-how and years of experience!