Search Engine Optimization (SEO) could be a potential source of new revenue for your business. But as with any project aimed at bringing long-term success, SEO requires time and patience before the profits begin to flow, says Cara Crosetti, Los Angeles-based account director and web specialist with Wickware Communications Inc. of Toronto.
“Success online doesn’t happen overnight,” Crosetti says. “In many ways, advisors need to think of building [an online reputation] in much the same way as they would a relationship with a new client.”
So, be prepared to devote plenty of time to learn about this new endeavor. Whether you choose to manage your SEO project entirely by yourself or seek outside help, the following tips from Crosetti should help you get started:
> Do your research
Before doing anything online, you need to do your due diligence, Crosetti says. This means identifying your audience and the goals you hope to achieve through SEO, before you begin building a list of appropriate keywords to link to your business.
Too often, advisors rush through the preparatory phases so they can get into the “fun” elements of graphics and web design. However, before all the marketing and communications components can come into play, you need to lay some groundwork.
Without a good plan, Crosetti says, you will be lost.
> Know the beast
SEO means grabbing the attention of search engines first, people second. And search engines are not attracted to the same kinds of content as are humans.
Humans, for example, like to see visual elements, like pictures or video accompanied by short, pithy writing.
“People make judgments about your look and feel or your ease of reading or message quality,” says Crosetti, “but that is the human mind at work.”
By contrast, Google’s algorithm yearns for a much more text-heavy structure and doesn’t care so much about photos. Instead, it cares about the words accompanying those photos.
This, Crosetti says, presents a delicate balancing act for advisors.
Knowing in advance the kinds of content search engines want will help you choose the most appropriate content and make the best use of your time.
> Define responsibilities
Specify which team members will manage the various roles.
Although SEO can be seen as a technological function, Crosetti says, the project should not be managed exclusively by IT-types. While you will need people with technical know-how to put the right pieces in place, you also will need good writing in order to help members of your target market find you in a search and click on your link.
Tomorrow: Choosing your keywords.