🔍 Mastering SEO with Essential Questions
This Clubhouse audio recording, focusing on "Top questions business owners ask SEO specialists," provides guidance on how businesses can find and evaluate SEO specialists.
I stress the importance of a well-structured website as a foundational asset before pursuing SEO. Key topics covered include the need to ask specialists about their research methods, their technical SEO expertise, their marketing tools (or "stack"), and past project results, emphasizing that ethical practices and building trust are crucial for long-term success in the evolving digital landscape, which is influenced by AI and the increasing importance of social commerce.
I highlight three critical signals for online visibility: user, domain, and social.
Why is having a website the first step for a business owner considering SEO?
A website serves as the foundational "house" or "property" for your online business presence. Before investing in SEO, which focuses on improving your visibility in search results, you need a solid structure for people to find and engage with. Just as you wouldn't build a house on sinking sand, your online efforts require a stable and well-built website as the core asset. It's the central hub where all other marketing activities, like social media links or ads, direct traffic.
How should a business owner evaluate an SEO specialist's approach to keyword research?
When questioning an SEO specialist about keyword research, a business owner should focus on understanding their Standard Operating Procedure (SOP). The specialist should be able to articulate how they identify the keywords most relevant to your business and target audience.
Why is it important to ask an SEO specialist about their experience with specific website platforms and industries?
Just as specialists exist in other fields (like mechanics or dentists), SEO specialists often have areas of focus. Asking about their experience with the specific website platform your business uses (e.g., WordPress, Shopify, Squarespace, Wix) is vital because different platforms have unique technical aspects that affect SEO.
Similarly, asking about their experience in your industry can indicate whether they understand the specific competitive landscape, target audience behaviors, and relevant keywords within your niche.
What is technical SEO and why should a business owner prioritize it when evaluating a specialist?
Technical SEO refers to the underlying technical aspects of a website that impact its visibility and performance in search engines. This includes factors like site speed, mobile-friendliness, crawlability, indexing, and site structure. A specialist's knowledge of technical SEO is crucial because even with great content, if the website has technical issues, it won't be effectively read and ranked by search engines.
How can a business owner gauge an SEO specialist's ability to track progress and provide results?
A competent SEO specialist should be able to provide evidence of their past work and demonstrate how they measure progress. This can be done through case studies, reports from platforms like Google Search Console or analytics tools, and potentially client testimonials or referrals.
The ability to show "before and after" scenarios for website performance is a strong indicator of their capability.
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