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SEO Tips: What to Say When the Boss Asks THIS Question

Posted by Deborah Young

1424-seo-tips-Hot-under-the-collar_698x534When it comes to generating SEO leads, people usually fall into one of three categories:

1. Those who admit it’s all a big mystery
2. Those who THINK they know all about it
3. Those who actually understand it.

In our experience, there are an awful lot of bosses out there who fall into Category 2. And that creates major stress and headaches for the people who work for them and know what they’re doing when it comes to SEO. Even if your boss falls into the first group, at some point you’ll still get the dreaded question:

“Why aren’t we ranking for [XYZ KEYWORD]?”

So, there’s no time like the present to use these SEO tips to prepare a good answer. And that answer may just turn out to be some questions for the boss!

Are You Searching Anonymously?

Here’s what we mean by that. Unless you (or your boss) have been hyper-vigilant since the beginning of time about protecting your online identity, Google knows who you are. They know what you’ve searched for, what you’ve clicked, where you’ve been online … all that stuff. And they use that information to “personalize” your search results. We could talk at length about whether this is good or bad, but the bottom line is that it skews the results you see. If you want to view unbiased data, your best bet will be to look at the information inside your Webmaster Tools.

Request Your Free Report Now Is That Keyword Specific or General?

There’s a reason you normally try to rank for “long tail” keywords. They are much more specific and are more likely than not being used by people who are ready to buy (or at least more ready to buy than someone using a more general term). While it’s true that general terms get more overall traffic, it’s also true that much — maybe most — of that additional traffic is comprised of people not at all interested in your product or service. If you sell classic sports cars, who would you rather visit your website: someone looking for [corvette] or someone searching for [red 1963 corvette stingray]?

Who Is The Competition?

If you are David competing with a whole army of Goliaths, ranking #1 might be an unrealistic goal. So, if a search yields results full of better-funded and better-known competitors, you may be doing extraordinarily well simply by getting onto Page 1. There are ways around this, but you may have to take a different tack and set more realistic expectations.

Does Anyone But Your Boss Care About This Keyword?

Every industry has its jargon. If your boss is looking for obscure technical terms only used by 12 people on the planet, it’s a safe bet that no one who is looking to buy your product or service is looking for you in that way. If the keyword doesn’t matter to your customers (or potential customers), then it shouldn’t matter to you. Now might be a good time for a lesson in “think like a customer”.

1424-seo-tips-Man-Fustrated_698x465Sometimes people don’t know what they don’t know. As an SEO expert, it’s up to you to educate and help set expectations — even if your “student” is the boss!

 

About Deborah Young

Deborah Young

Deborah is a reformed tennis bum and inbound marketing strategist whose main professional purpose is to support local business owners, experts and entrepreneurs by helping them understand the impact and importance of online marketing. She is one happy camper when she can help clients be more visible on the Internet, increase their own customer base and become more profitable. How can she help you?

 
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