SEO: The Elephant in the Room


SEO, the elusive acronym that we equate to mean “social media posts.” But what does it really mean, in general and for your business specifically? In this post, well break down some SEO theories and discuss some strategies to go about implementing said theories.
What is SEO

What Does SEO stand for?

Search Engine Optimization, that’s what SEO stands for and that’s the name of the game. So, let’s take a step back to better evaluate and prioritize all of this mumbo jumbo into a sequence of ideas we can really get behind.
Check out this really great, common explanation of SEO, around minute 35. https://www.wnyc.org/radio/#/ondemand/604394

First of all, why should a window cleaner bother?

Welcome to the twenty-first century, that’s why. Once the Internet really started rolling, entire businesses were eventually built online, without ever having a physical location for customers to visit. In fact, even those businesses with a physical location became keen on the idea that the Internet provided new means to gain and target customers. It became (and still is) essential for a business, window cleaning or otherwise, to have some sort of online presence to sustain in the business world today.Meaning of Life
A fairly accurate, sweeping generalization of the overall goal for a business is to make money. So, with this newfound Internet market being tapped into, the next logical question for businesses to ask themselves was how they would market themselves to make the most money possible. And that, in a general sense of the Internet timeline, brings us here, asking what SEO is and why it’s important to you. What these businesses were starting finding out was that most people found their site through a search engine, and that the best way to make money was to be at the top of the list, hence search engine optimization. So, to make a long answer to a short question a bit longer, profits are why you should bother with SEO.

Now the question of “how.”

In order to understand how to deploy the best SEO practices, it is important to understand how those same search engines collect their data. Unfortunately, the reason SEO is so elusive is because no search engine will give it’s exact method by which it uses to rank websites under search engine results. All we have to work from are general guidelines given to us. This leaves a lot up to the imagination.Blog Swapping
With that being said, imagine a setup similar to the Keebler Elves shown on cookie commercials, this environment represents a website. Each elf is what’s called a “robot” in the backend Internet world. Every time the elves stumble upon a new place to bake cookies, or a new website, they “crawl” it, exploring every nook and cranny. Once they have thoroughly checked the place out, “crawled” every corner, they write down little notes about each room, or each page. This is what’s called indexing, putting all these notes into a filing cabinet for later use.
The elves not only explore the layout and content of your website just to get a feel for the place, they are also looking for specific things, the backend setup, the reliability of the site, and the relevance to the search term. There are many things that will effect and essentially lower your ranking, but for this post, we’ll mainly focus on things that will increase your ranking.

Backend Website Setup

As is the case with many business sites, management sites such as e-commerce are used. For multiple reasons this can be a blessing and a curse, but mostly a blessing because these types of sites have some preemptive moves to help with SEO. It is important to research and fill in all the necessary descriptions (alt text, title tags, search keywords, meta descriptions, etc.) prompted. One note on this, SEO is always evolving, so make sure to research best current practices because eventually some descriptions will hurt you rather than help you (product tags).

Reliability

This might sound a bit ridiculous, but the reliability of your site is very, very important to how it ranks. This idea can be broken into yet another three components; link building, content, and user experience.

Link BuildingLink Building is a very large subject matter but can be thought of in simpler terms, the more people who trust and link their sites to yours, the better you look. And for the matter, the more important those linking people are, the more weight and credibility that link offers. One way to begin a link building campaign is to simply reach out to people and ask them. For more ideas, see https://moz.com/beginners-guide-to-link-building.

The content you write has to be reliable, meaning you really do have to put some time and effort into what you’re talking about. When your content is strong, people will talk about it and it will gain traction. It is all too often people with great things to say don’t take the time to clearly articulate their point and their content becomes lost in the sea of Website pages. It is hard, granted, to consistently come up with engaging content, but it is important to take the time and do so. Once your content gains traction, it is spread over multiple outlets including blogs and social media posts. It is important to market your content in this way to increase the possible traffic coming to your site. And more traffic means more profits.

User experience also seems strange to rank your site off of, after all, how does the elf know how well person x likes your site? It all comes down to traffic. If your site is constructed well, users should have no problem finding the answer they are looking for (assuming you have the strong content previously discussed). This makes people want to use your site more frequently, which in turn tells search engines your site is reliable for information.

Relevance

No Rank FOr You!How relevant is your site to the keyword search that has been performed? This is the question search engines ask themselves when ranking your for a specific keyword. The first step you should take before writing any content is keyword research. You are really just trying to think like your customer, how would they word this phrase, what would they look up? The answer is what you base your content around. This way, your strong content will directly correlate with what your customer is looking for. Relevancy brings traffic, which in turn means reliability, which in turn brings more traffic. It’s the circle of (website) life.

Conclusion

SEO really isn’t the scary monster it is made out to be. It is important to remember it is a process. It is built layer upon layer, but each layer will produce more opportunity and notoriety. Focus on your website setup, relevance, and reliability. Do research. Ironically, the web is a great way to find more information on every asset of SEO. The more you want to learn, the more opportunity lies in front of your window cleaning business. There are tons to be said about SEO, we haven’t even skimmed the surface. For more information, search SEO. The sites that rank highest know what they are talking about.

Thank you also to all the great people who drew/ or put on their blog these amazing cartoons: 1.http://mysay.in/page/3/ 2. http://www.toprankblog.com/2007/01/google-cartoon/ 3.http://poppypetunia.blogspot.com/2009_02_01_archive.html 4.http://www.webcore.me/blog/page/2/ 5.http://london-seo.com/2012/02/google-myths/
Amy LavinSEO: The Elephant in the Room

Comments

  1. Zac

    I have been washing windows for over 13 years and 5 years ago I decided to hire an SEO company. I hired two different firms with the second one telling me I was too small for him to deal with after two months of not doing anything. So I decided to do it myself. This led to me going to school and starting my own SEO firm, sunrisewebmarketing.com. I have ranked 3 window washing sites in 3 different cities. You can do it yourself if you follow all the steps which can take a lot of work and a steep learning curve.

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