Unlocking the Power of SEO: A Deep Dive with SEO Expert Brandon
In the world of digital marketing, Search Engine Optimization (SEO) is often seen as the holy grail of driving organic traffic to a website. But, as Brandon, an SEO expert with 17 years of experience, explained in a recent interview on Doing Business with the Servant’s Heart podcast, SEO is more than just about keywords. It’s about building trust, making sure your website is visible, and using strategies that create long-term success. Let’s break down the key insights shared during this enlightening conversation and how they can impact your own business growth.
Understanding SEO: The Basics You Need to Know
At its core, SEO is all about improving your website’s visibility on search engines like Google. But it’s not just about getting people to your site. Brandon explains that getting traffic is important, but without conversions, that traffic doesn’t add much value. The real challenge lies in making sure that once visitors land on your site, they are compelled to stay and take action, whether that’s signing up for a consultation or purchasing a product.
Brandon goes further to clarify that SEO is about getting into the free listings on Google, which appear below the ads on search results. The aim is to dominate that “free real estate” as much as possible with organic results. The more space you take up on the search results page, the better your chances of attracting clicks.
ROI: The Elephant in the Room
One of the key points Brandon emphasized is Return on Investment (ROI). While SEO gets you traffic, ROI depends on how well you convert that traffic into leads or sales. Unfortunately, many website owners see high bounce rates—people visiting the site but leaving quickly without engaging with the content. The solution, as Brandon suggests, is remarketing ads.
For instance, if someone visits your website but doesn’t convert (like signing up for a free class or buying a product), remarketing ads can bring them back. These ads can follow potential customers around, reminding them about your products or services, keeping you top of mind. The key here is multiple touchpoints—engaging with your audience at different stages to build trust and improve conversions.
Holistic Marketing: More Than Just SEO
Though SEO is crucial, it shouldn’t be your only marketing tool. Brandon stresses the importance of a holistic marketing approach. For example, using social media, email marketing, and paid ads alongside SEO can create a well-rounded strategy. SEO brings in free traffic, but social media and email campaigns allow you to connect directly with your audience, nurturing relationships that lead to higher conversion rates.
As Brandon put it, don’t put all your eggs in one basket. Diversify your approach and bring in traffic from various channels. A single source of traffic (like just relying on SEO) isn’t enough to guarantee success in the long run.
Setting Limits on Remarketing Ads
If you’ve ever visited a website and then noticed ads for that site popping up everywhere you go, you might have felt overwhelmed. Brandon explained that, when done correctly, remarketing ads should not feel intrusive. You can control how often your ads appear and set frequency caps. For example, showing an ad once a day for the next month can keep you in front of potential customers without overwhelming them. The key is to target your ads based on user behavior and ensure that the frequency of your ads is just right.
SEO Takes Time: Patience is Key
As much as everyone wants quick results, SEO is a long-term game. Brandon shared that many businesses get discouraged after only a few months if they don’t see immediate results. However, SEO is about gradual growth. In some cases, like working with a low-competition client, SEO can produce fast results. However, with highly competitive markets, SEO requires more time and persistence.
For example, a client with little competition might see their site on page one of Google within just a month, but for industries with fierce competition, it can take several months or even a year to achieve similar results. Patience and consistency are key in this process.
The Importance of Content and Backlinks
When it comes to optimizing your website, content is king. Google rewards websites that have original, valuable content. Brandon emphasized the importance of ensuring each page on your site has text—a few hundred words per page, at the very least. This content helps search engines understand what your page is about and ranks it accordingly.
Additionally, backlinks (links from other websites pointing to yours) play a critical role in ranking. Without backlinks, it’s almost impossible to rank well on Google. Brandon explained that he spends his own money building backlinks for his clients, which includes writing content, conducting press releases, and other efforts to get your site recognized across the web.
What to Look for in a Marketing Agency
Choosing the right marketing agency is crucial. As Brandon explained, you should look for an agency that has experience and a proven track record. Their own website should be optimized, and they should be actively working on SEO for their own site. If they can’t get their own site ranked, they likely won’t be able to do much for yours.
Brandon also warned against going for cheap SEO services that promise quick results. Low-cost services often cut corners and fail to deliver substantial long-term results. SEO requires substantial time and investment, particularly in creating high-quality content and building meaningful backlinks.
Leveraging Email Marketing for Success
When it comes to email marketing, authenticity is crucial. While Brandon helps guide clients on how to collect emails and create effective campaigns, he believes that business owners should write their own emails. Personalized and authentic emails resonate better with subscribers. Brandon’s own success with email marketing came when he started offering value through free classes, which encouraged more people to sign up.
Email marketing provides businesses with direct access to their audience. Unlike social media, where only a small percentage of followers see your posts, emails are directly delivered to inboxes, making them one of the most effective marketing tools. Offering valuable content, such as ebooks, free classes, or special discounts, can help grow your email list.
Final Thoughts: Be Consistent and Persistent
As Brandon wraps up the conversation, one piece of advice stands out: persistence. Marketing is an ongoing process, and success doesn’t come overnight. Whether it’s SEO, email marketing, or social media, businesses need to keep refining their strategies and never stop learning.
For business owners looking to dive deeper into SEO or improve their digital marketing efforts, Brandon offers a range of free resources. From classes to free website analysis, these tools can help businesses gain a competitive edge in the digital world.
