WHAT'S ALL THE FUSS ABOUT SEO?
Most people look at me blankly when I tell them I am a copywriter specialising in SEO, although there are a couple of exceptions:
other marketing professionals (and we usually end up “talking shop” for hours on end!);
and business owners.
The conversation with business owners usually goes something like this:
“Ah yes, I’ve heard about SEO, and I know I need it on my website!” … even if they don’t fully understand what it’s all about.
What is SEO and why is it so important?
SEO is short for Search Engine Optimisation – quite a mouthful, so you can see why those in the biz tend to use the acronym instead!
Over the past decade, it has become almost mandatory for any business – from counselling professionals and wedding photographers to mechanics and pest control companies - to have a website.
However, what many business owners don’t yet realise, is that having a website is only half of the equation.
Ideally, you want your potential clients and customers to find your website, not your competitors’ when they search online for your name, products or services.
There are numerous ways that you can tweak (optimise) your website to improve the chances of it appearing on the front page of search engine results, hence the name: Search Engine Optimisation or SEO.
The Truth about SEO
While some marketing agencies would have you believe that SEO is the best (if not only) way to attract customers, there are both pros and cons to consider.
As a business owner, you really can do it yourself! You will find plenty of practical tips and advice on my website, including a free ebook for you to download: What Every Business Owner Should Know About SEO.
SEO is hard to beat when it comes to long-term results, as it actually becomes more effective with time. While today’s newspaper ad becomes tomorrow’s fish and chips wrap, and your TV ad is gone in thirty seconds, the effort put into SEO can continue to draw clients to your website for years to come.
Once your SEO is working properly, you won’t have to spend money on Google Ads to attract business.
The people who visit your website as a result of SEO are usually targeted leads. That means, they actually want, and are actively searching for, your products and/or services!
It takes a lot of time and effort to optimise your website, and time is a scarce and precious commodity for most business owners.
Also, SEO is a long-term strategy – so don’t expect results for at least a couple of months. In fact, it can take a year or two for the benefits to really kick in.
And just to make things more interesting, Google (the main search engine) is constantly changing how things work, which can suddenly and significantly affect how your site is ranking in search engine results!
I have a confession to make: despite knowing the importance of SEO, and helping my clients to optimise their websites, it was only about two years ago that I started putting in the effort to optimise my own website. You know how it is – the builder never gets around to finishing his own home, or the mechanic drives around in a bomb that he keeps meaning to fix …
However, I’m so glad I took the time to practice what I preach as I am now reaping the rewards. My website is attracting enquiries and clients 24 hours a day, 7 days a week, 365 days a year … it’s a great feeling to know that my SEO keeps working, even when I don’t!
- Janet Camilleri.
Certified SEO Copywriter
Janet Camilleri is an award-winning businesswoman and certified SEO copywriter at Front Page Web Writing, where she helps other businesses succeed in this digital age. She loves writing so much that in her “spare” time she blogs as the “Middle Aged Mama”, about her adventures as she learns to fashion a new life now that her kids are grown.