Sometimes you relearn the basics when you’re serving a client.
A friend of mine referred one of her friends to me to give SEO training. This referral wanted to grow her membership organically through better visibility on search engines.
I started my audit looking through the search results. No, her business didn’t show up, but I noticed something funny. The keyword she wanted to be known for was absolutely dominated by someone else. Every page of search results that I look through, at least 2-3 results belong to them.
Come to find out, it was the original friend who referred this client to me.
So I asked her about it. What positioned her business for dominance was making regular podcast episodes for two years. Posting that content to their website consistently, each episode having a dedicated page, gave search engines the signal they needed. And it rewarded them with hits.
They popped up over and over again. All the way through 10 pages of results.
If you need any reason as to why you should be posting regularly, understand it’s this is what search engines like.
The Shift
If you don’t have enough content on your website, you won’t win at search engine optimization.
Going after targeted keywords helps, but changing the wording wouldn’t be enough to catch up with the comparatively small online footprint of my client.
So what did I recommend?
Her business partner had posted many short Instagram videos to convey his deep expertise. That keeps potential clients on page for longer so they learn more. Her partner also wanted to expand his discussion topics with a burning desire to offer more content.
If each of those posts could become a website, then augment with other written content, like a transcript, and boom! They had a blueprint to expand their online footprint.
Linking those individual pages to each other through related content keeps people on their site. And flags to search engines this is the place they need to send people for answers.
Do this enough times, and they begin to build something dominant. Much like what the original friend already had in place.
Results Beyond SEO
It’s not any different than what I did to win that client. My friend recommended me because I showed up at her accountability group every week for almost two years. When it made sense, I reminded attendees I could help with SEO. Auditing others’ websites from those connections earned me a reputation, which landed the referral.
So if you’re not already doing it, post something consistently to be in front of your desired audience. The ones who eventually want to work with you, whether through online referral or meeting them in person, will want to check your abilities before they hire you. And it helps to show them you can perform when they need you.
But take the first step to improve your SEO today. Follow the link to book a free audit on your website to see how you rank for SEO.
Need to learn more before booking a call? Check out this explainer.
Is SEO not your business’ problem? Check out these other posts to learn how you can win more customers for your business.
Promethian Impulse, LLC 