Did Google’s latest algorithm changes put SEO on your mind? Or maybe you’ve heard that you should do it and aren’t even entirely sure what it is.

SEO = Search Engine Optimization. So, simply put, you’re finding tactics to make sure you come up higher in search engine (such as Google) rankings.  Which is great.  But be careful as you implement SEO that you are not sacrificing your branding or the user experience on your website to do it. 

Branding requires you to create a clear message of what you are, what you do, why you do it better.  If you brand well, the good news is people will probably come looking for you. They won’t rely on typing in “good dentist San Diego”, for example, because they will have already heard from friends and clients that you are the best, the most gentle, what have you.

But having that reinforcement of SEO is great.  It’s particularly useful for industries and companies whose clients don’t rely on personal endorsements (example: while we take referrals from friends for doctors, great restaurants, or hair salons, where you buy your next lawn chair is slightly less sensitive).  SEO can create opportunities for any business and smart SEO is a great tool to have within everything else you do marketing wise. But if you start with SEO without having taken time to think about your bigger business and brand strategy, you might be missing some of the key groundwork that will carry you for the long haul.

You will do your best work with an SEO specialist when you have thought about what your brand is (or what you want it to be) and can better direct their efforts to help you attract the ideal clients.  How will you know which keywords to suggest if you haven’t thought about what really sets you apart from someone else?

Pumping SEO into a site without overseeing the website for User Interface quality and that experience your visitor has on the website when they try clicking around is a no-no.  If you get SEO-happy you could run the risk of your website becoming a nonsensical cluster of keywords (“keyword stuffing”is exactly why Google tweaked the algorithm), sometimes not even making sense (words being repeated 5x over just to make sure it’s picked up on the engine). 

Good news: a potential client has found you! Bad news: now they question your command of English!

SEO is a powerful tool, but needs to line up with your other strategies.
And you have other strategies, don’t you? 😉