How SEO Really Works
Lots of marketers make the mistake of seeing SEO only as a source of free traffic. While that's true, free traffic is the end result, but it’s not how SEO works.
The real purpose of SEO is to help people who are looking for your products or services find you. To do that, you have to match the content on your website to what people are trying to find.
Mary sells custom knitted sweaters. On her blog, she shows how she makes the sweaters by hand, often talking about the different yarns she uses. There’s not much competition for keywords relating to yarn, and Mary is publishing lots of great content about it, so before long, she has front page rankings for several different types of yarn.
Do you see the potential problem?
The people searching for yarn most likely knit themselves, and it’s unlikely they’ll be interested in purchasing Mary’s sweaters. She’ll get lots of traffic, sure, but none of the traffic will convert, because the visitors have completely different goals.
The lesson here: if you want SEO to work for you, you need to make sure your goals match the goals of your visitors. It’s not about traffic. It’s about figuring out what you want, and then optimizing for keywords that bring in visitors who want the same things.
In our coming post we will go through SEO step-by-step.