Search engine optimization. Three words that can drive small business owners crazy. SEO is a never ending game of cat and mouse between your website and Google. It can become overwhelming as well as frustrating at times. That said, how can you make balance between your on-site and off-site SEO efforts effective?
One of the most important aspects of SEO is keyword research. Without the knowledge of your websites keywords you can’t optimize your website on or off-site. Not sure what to do? Check out websites that are in your industry and see what they are using. That is always a good place to start. Once you have a good list started, it’s time to see how much volume the search engines are getting for those keywords and phrases. Google’s Adwords keyword tool is SUCH a great tool and free, who can argue with that?
Once you have a good foundation with your keyword strategy, it’s time to implement. It’s important to remember you can over optimize your website. Nick Morgan, from Shirts on the Go outlines beautifully how he over optimized his website on SEOmoz. It’s worth the read so go check it out.
Don’t forget About the User
Sometimes during all of the research and over analyzing of what the search engines want we forget about the most important aspect of all—our clients. Make sure you aren’t writing content strictly from a search engine perspective. You might be ranking number one, but if your customer doesn’t understand what you can offer none of that matters.
SEO is a balance between user and search engine happiness. It’s a hard balance to attain, but it can be done. Don’t be afraid to try something new in your strategy and see if it works. Life’s too short to sit on your laurels, so go for it!