In the past 2 months I’ve been all over the United State speaking to smart, successful and passionate business owners. I’ve been teaching them about a topic very few of them know about, digital marketing.
Shocked they don’t know about digital marketing? To those of us in marketing, yes. But the reality is many business owners and managers are so focused on the day-to-day operations, they don’t have the time or energy to devote to learning the ins and outs of marekting online.
One of the most frequently asked questions I’ve received? How do I get my site found on Google and improve my SEO (Search Engine Optimization). I spent quite a bit of time answering this question again and again so I wanted to share a post on how you should think about SEO and traffic
LET’S START WITH THE BASICS
At it’s very core, Google has a very simple purpose … help people find answers to questions. Put another way, their mission is to help people solve problems.
Here’s how it’s supposed to work. Someone has a problem, they type in their question into Google and they get presented with a host of great information. Not just any information, but relevant, useful information.
Pretty straight forward, right?
But businesses often mess up their digital marketing because they focus on SEO tactics and forget people are the ones using tools like Google.
HOW DO HUMANS USE GOOGLE (AND SEARCH THE WEB)?
Too often people focused on SEO tactics, changes to this search algorithmes, etc. What gets lost in the technical discussions are the PEOPLE who are using the web to find solutions to their problems.
THINK ABOUT IT FOR A MINUTE, HOW DO YOU USE GOOGLE?
Let’s imagine you have a problem. Suppose, for instance, your coffee machine or car starts making a strange noise. You don’t want to call a repair tech or go to a mechanic because it’s a weekend or after hours or something else. What do you do?
If you’re like most people, you go to a computer, tablet or smart phone and open up your web browser and type in Google.com.
Next, you type in your question (e.g. Why is my car making a weird squealing noise?) and you expect you’ll get a high quality, useful answer. Does this always happen? No, but Google has worked so well for so many of us, we have come to expect we can type in questions and get quality answers to them.
QUESTIONS ARE THE ANSWER
This has HUGE implications for small to medium-sized business. Why? When we take the time to provide specific, useful answers to our target audience on our website, we can drive quality traffic to our website and position ourselves as industry experts.
Here is our challenge to you. Write out the problems your business solves and specifically who you solve them for. Notice I didn’t say “Tell me what you sell”. NO. I said tell me what problems you solve and who you solve them for.
Next, begin writing down your answers. Then think of the questions your customers ask. For example, here are some questions I often get asked:
- How can I get more traffic to my website?
- How can I find the time to work on my website marketing?
- Should I be using Facebook or LinkedIn to grow my business online?
People don’t hire us because we can create a digital marketing plan for them or create a YouTube presence or something else. They hire us because we help them solve their marketing problems.
So, why should someone hire you?