One of your main focuses on your website will be developing an SEO strategy. Whether you have a new website or are looking to improve an old one, the thought of approaching SEO might seem overwhelming. But it doesn’t have to be that way. If you can approach building your site with these things in mind as a minimum, you’ll be off to a good start:
- Make sure you have a clean template that is mobile responsive.
- Think about who your ideal customer is, and what they would be searching for in your product or service niche.
- Think about the questions and concerns they might have in the process of researching your product or service. Make note of the keywords and topics that come up as you do this brainstorm.
- Create a calendar of topics that you will write about consistently that focus on the keywords and phrases that your ideal client would be searching for.
- Aim for longer form content that is at least 1500 words.
- Create your content consistently and promote it on your social channels.
- Look for outlets that your ideal client might frequent, do outreach and find opportunities to guest blog.
A great way to begin developing the content for your SEO strategy is, with your ideal customer in mind, think of the top 10 questions that you get asked in your booking process. Now think of ways that you can turn that into content on your website. Perhaps you need a FAQ page on your site, or your About Page needs to have more information on what it’s like to work with you.
From there, think of at least 12 pieces of content that you could create to help answer those Frequently Asked Questions in a longer form. For example, if a common client question is, “Will you help me pose in front of the camera?” and your answer is, “Absolutely yes,” then perhaps a blog post or video demonstrating what it is like to be in front of your camera is in order.
Once you have those 12 pieces of content planned, try to post at least one a month on your website. Not only does having fresh content on your website send positive signals to search engines, but answering a client’s question in your content could potentially help you rank for search engine queries. This will help improve your website’s SEO to become more visible in searches and can help you achieve more traffic to your site over time.
As a bonus, all of those pieces of content for your website can be repurposed into a monthly newsletter to go out to your newsletter list, making sure that your business stays top of mind with your prospective clients!
Are There Alternatives to SEO & Owned Media?
By now you know why it’s so important to have owned media. But with building a website and creating content with both your ideal client and SEO in mind, you might be feeling a little overwhelmed. You might be wondering if there’s something else you can do so you don’t have to worry about SEO and owned media. The short answer here is yes, and no.
You could theoretically use paid media to drive traffic to your site instead, which we will talk about soon. Using paid media (often referred to as PPC or Pay-Per-Click advertising), such as Google Ads or Facebook Ads can be an effective way to grow a business. On the other hand, too often, I have seen businesses use paid advertising to send traffic to their sites as a band-aid solution instead of developing their content or working on issues that are causing them to have low organic traffic or poor booking rates.
Additionally, if you have a high price point product, sending paid traffic to a page that asks a user to contact you or book right away could be a very poor experience for them. If a user is not familiar with your business, it is unlikely that they will buy or book immediately from a paid ad. Think back on that customer journey map you developed. Would your Ideal Client Avatar be likely to jump immediately from Awareness to Action? The answer is probably not.
Social media can also be considered an alternative to SEO. However, as many have found over the years of their organic Facebook reach dropping, building a business that is dependent on people finding you on social media is risky at best. Even if your reach on social media is stellar, users’ feeds are crowded, so the lifespan of your post is limited. Plus remember: if social media sites like Instagram or Facebook disappeared tomorrow, so would your audience.