Most integrated marketers agree that search engine optimization is important. But when it comes to how to accomplish SEO, we're all over the map. Should we try to do it ourselves? Or hire an SEO specialist? For those who embrace the latter approach, another question arises: How much should we spend on an outside SEO firm?
Enter the timely advice of Monitor Backlinks, who suggests that marketers with limited budgets are often better off handling SEO in house. They contend that bargain SEO isn't really a bargain. In fact, it's a mistake that may wind up costing more than the fees paid to a cut-rate SEO firm.
Here, then, is a quick look at five easy ways to do effective, and free, SEO yourself.
- Target your audience. Since six out of every ten consumers research using a search engine, your site had better be searchable. Ask yourself, "who is searching for us? What is our target audience's age, sex and location? And what needs does our product or service solve for them? "Drill down into your customer's wants using tools like Google's Keyword Tool Dominator.
- Research keyword research. Now that you have a grasp on what your customers are looking for, it's time to nail down some keywords. Begin with free tools like Google Keyword Planner or Ubersuggest. You can also take advantage of paid research apps such as SEMRush or Wordtracker. Whichever options you choose, remember that strong keywords reflect the way your customers talk about your products - not the way you describe them!
- Populate your website with the right keywords. Build site pages around high and medium priority keywords. This will help people find you.Then review existing content, making sure that URLs include the keyword for that page. Keep URLs as brief as possible. Also make sure the page title and body text contain the keyword. Just don't overdo it by cramming in too many keywords.
- Quality content leads to authority - and backlinks. You've no doubt heard the term "quality content." But what is it, exactly? Simply put, quality content is the sort of content that attracts interested eyeballs to your site. From interesting factoids to blog articles, the reader can act on to e-books, guides, infographics and lists. High-quality content gives a huge boost to your do-it-yourself SEO effort. Why? Because it builds authority by showing site visitors what you know in an approachable way. And likable content is shareable content which leads to backlinks that put even more eyeballs on your messages.
- Don't forget to be social. Creating an engaging social presence helps you connect with customers, potential partners, and the general public. You don't need to be on every social channel. Pick two or three where your customers are most likely to hang out - and post consistently.
One final SEO DIY tip: Work on social proof. Start with this post about claiming your Yelp business listing.
