SEO (which is basically how Google places websites in their search results) is only useful if it drives people to your website where you can either capture email addresses, customer leads or product sales. If optimizing your search engine results doesn't lead to any actual activity on your website, it is useless.
An important part of SEO that most SEO companies will not do is actually implement the keywords, blog posts, and then set up a better way to drive conversions, to get people to contact you onto a Email list.
So while most SEO companies will only research keywords and tell you what kinds of words to put on your website, a more comprehensive SEO strategy would go like this:
- Research keywords to people actually type into Google in order to eventually purchase a product or service, not just figure out random or interesting information. Google Keyword Tools is a good tool to us for this. Google Webmaster Tools is also important to see how your website is currently performing.
- Write blog posts or other website contact that uses those keywords in a variety of ways, but also actually provides valuable content that people will actually want to read.
- Once people visit your website, capture their email address through a pop-up, or newsletter subscription, or offer free content. Or, make it clear how people can contact you with questions, about your services, or how to clearly purchase your items. For most businesses, I like using Squarespace to achieve all of these tools for your website.
- Set up an email address campaign platform, like Mailchimp, where you would send emails once per week to your email list to keep them up to date with new blog posts, information, or to schedule a session with you.
- Once you have the first version of this done, make sure to analyze the website to see how to better optimize the flow and capture of email addresses and leads. The best tool for this is Google Analytics.
Without doing all of these steps, doing SEO optimization on its own is only a small portion of what you actually need. So in order for all the pieces to come together, you must have these 5 main steps figured out at the minimum, then slowly build and improve them over time.