You’re the CEO not the SEO

By Jason Hulott | SEO

In recent weeks, I have attended lot of meetings to discuss marketing activity for 2018. One thing that has come up time and time again is SEO – and one of the pet peeves we have here is being provided with a very small number of high target keywords.

When asked why those keywords, we are told those are the ones they want to rank for. And this normally has come from the top. Simples!

Sadly, those keywords tend to be the most competitive and most time consuming, resource heavy to rank for. And to be honest, at times some of these will have a high perceived volume of traffic and business, yet sadly they really don’t convert into actual business.

This happened to us once when we ranked a client site for “Loans” at number one and two in Google and yet their traffic counter barely flinched.

Good for the ego but not for the bottom line…

So what’s an SEO to do?

We like to explain a few things to clients:

  1. Focusing on a small number of keywords can be highly damaging to your website. This could even lead to a Google ban or manual penalty.
  2. You could waste time, effort and money on terms that don’t actually drive traffic.
  3. And, further more, could prevent you driving traffic as you’re focused on the wrong keywords. Could be a timely and costly mistake.
  4. Use data to see what the best converting search terms are (Yes we move away from talking about keywords and talk about search terms). Run PPC – what works well for you? Let’s use that to create a SEO campaign.
  5. Explaining to the CEO that a small set of vanity keywords are simply that – vanity.
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We tend to like to work with a client to explain the range of search terms they should be focused on. Use their data if they have it or use Google Data to work out what they should be focused on.

In this way, you as the SEO will have a much better relationship with the CEO. Just remember to stand your ground on search term selection. It is in the best interest of the client to use your recommendations.

By all means add their keywords into your strategy but don’t simply use those as your SEO plan. Make sure the CEO knows your value and why having a small list of terms is a bad idea.


About the Author

Jason Hulott is Business Development Director at Digital Marketing Specialists, Speedie Consultants. He is Google Partner certified. His role is to identify and implement traffic generating and revenue increasing ideas for our client base.