SIR THORNEY

Marketing a business is going to be difficult regardless of the industry. Because of this, finding the marketing solution that best suits your business is a long, difficult process.

When I began to work within marketing, SEO was the only marketing service we provided, which I had some knowledge about through my experience running a gaming blog. Unfortunately, this expertise doesn’t perfectly translate across to every industry, as I would later discover. To save you some hassle, I’ll detail some of the issues I discovered, both with blogging and SEO.

SEO On New Websites

If your website is new on the internet, you’ll struggle to get the most out of SEO. You can do every bit of SEO in the book, and when you finally launch the website it still won’t immediately get any views. Of course there’s a million reasons why this happens, but I think this is ultimately because the website hasn’t been on the internet enough time for Google to start indexing the content.

I think if you insist on doing SEO work on your new website, keep it minimal when the website first goes live, and then do small updates over time so Google can index the changes.

Probably the best way to market a new website or business is using paid adverts such as Google Ads or social media ads (whichever suits the business better), and later focus on SEO when the website is more established.

Blogging

Blogging can be a maze of issues for SEO; almost as many issues as benefits.

For example, if you create a blog post about one of your business’s services and that post ranks on Google above your landing page, you’ve got an issue. Sure, you can redirect the blog post visitors to your landing page, but then you might lose your rank on Google.

Of course, this is best case scenario, worst case scenario you end up not ranking at all because Google thinks your site is spam. My own gaming blog, for example, ended up losing its ranking because I began posting too frequently with shorter articles.

If you are blogging, generally keep it to content that people want to learn about, and make sure it’s good content. Keep the product or services’ SEO on the actual landing pages.

Clashing With Clients

Clients are interested in one thing when it comes to marketing; return on investment. Because of this, their ideas for the website will likely differ from yours. SEO is a long-term game, not one that provides immediate results. Google Ads will likely provide a much quicker return on investment, whereas SEO will deliver similar results but there’s no telling on whether it will be in 1 month’s time or 2 years.

This can result in things getting heated if they don’t see a return on their investment.

The other issue I’ve seen is clients wanting to help with blogging or SEO work, with no knowledge of the website’s inner workings. To put it simply, avoid letting them in, they will potentially destroy the website’s ranking with spammy content and will then blame it on you (since you’re the one with the SEO knowledge).

Designing Effective Pages Whilst Retaining Content

The last issue worth considering is the design. Ultimately, you want people to stay on your website, and they won’t if they’re hit with a wall of text. When writing content, consider the design and how you can use it to make your content simpler to navigate.

This is also an effective technique for avoiding writing about “filler” content.

A landing page which is SEO optimised can be ridiculously effective at generating leads, but a 1000 word essay about your services will probably tank.

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