How to DIY SEO Your Own Website:
Part 1 Thinking it Through – An Overview
As part of a business with a small marketing budget then the idea of optimising your own website so that the customers you want to attract can find you, probably seems attractive at first glance. The notion of a quick dash of DIY SEO work, to get in front of prospect’s eyeballs is appealing, especially when you see the fees that SEO and marketing agencies (myself included) charge for doing the work. Once you get beyond the initial few pages of information available on the web (much of it claiming how easy and simple “their” method is) it soon becomes apparent that there’s a massive learning curve involved. The various parts of the SEO process are more complex and daunting than you first thought. For me that learning has been a huge challenge.
Optimisation for search and PPC ads, as part of our marketing toolkit, has attracted significant negative press in the past few years due to the unrelenting spamminess of some practitioners. It’s alternatively been the “worst abused approach” to marketing your business online; the “forgotten Cinderella” of online marketing or more recently; people have been howling that, “…SEO is dead!”… following Google’s Panda and Penguin1 updates. As usual the truth is different to the reactionary howls.
The Three Sisters of Online Marketing
There are 3 inter-related aspects of Internet marketing that you have to balance. Knowing (and answering) what your ideal customer “persona” wants; a good looking well branded website that can be seen whatever device the customer is using: and connections with Social Media to shout about your brand. Despite the ascendancy of responsive web design and social media in everybody’s marketing mindset, there is still a hugely important role for simple straight forward and honest SEO (Search Engine Optimisation) techniques. When used carefully and ethically, this “Ugly Sister” of the online marketing mix can boost the power of the other two “pretty little things” and drive new business through your doors.
Many web developers here in Cumbria and further afield still sell website development with SEO as a bolt on; but to be honest, there are only a couple of Cumbrian companies I’ve bumped into that genuinely provide search optimisation at more than a superficial level. This leaves businesses in the lurch: they have invested heavily in an attractive functional website with an excellent user experience… but no users ever land to experience it! If you want to change that by your own efforts: start here!
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