Many times when I am working on a project, things that my dad would say to me growing up come to mind. You see, my dad was and still is to this day a work-a-holic. This has led to what I consider to be “my great work ethic”. I consider myself not to be a work-a-holic–although in the past many would have said I was, but to have a consistent good work attitude and ethic that serves my company and clients proudly. Ok, now I am getting a little off topic of this post. I wanted to talk about some things that come to mind as I am working with new clients on getting their websites set up for success on the search engines. This starts with Keyword research of course, which leads me to a few things that my dad would say:
1. If you are going to build something then you better have a plan on making it work right from the start, there is nothing worse than building something and having to tear it apart and start over again.
How I perceive this is that if I am going to be coaching a company on selecting their focus keyword phrases as a base for the SEO of this new project, we need to make sure we do it right. We do not want to just pick phrases out of thin air, or use phrases that are used internally. No, we need to do some extensive research on the terms that are being used on the search engines themselves. Let’s make sure that the phrases we are using as a base for your website have a high search volume as well as a decent competition number. Oh yeah, they need to make sense to the actual content that is going to be on the pages also. The last thing you want is to build your site around a set of keyword phrase only to want to change them right after you launch your site.
2. If you want it to perform better, then you need to build it better. Duh!
You would think this would be a natural thing that would enter everyone’s mind that is building any type of project. Although, how many times have you had the conversation in your company that starts with we need to have a superior “X” and then in the next sentence comes: but, do it with as little resources as possible? What generally happens is that a great idea is often sidelined by the actual amount of effort that is put into the creation. With a website, everyone wants to have the best, with as little effort as possible. We need to make sure if we want a better website, we must do everything we can to build it better than our competitors, starting with using the keyword phrases that have the potential to bring in the most traffic.
3. You will get out of it, what you put into it.
How true this one is, and obvious if you think about it. Thanks dad for always pointing out the obvious to me. This means that if you put extra effort, write more content, write better content and hand off work to “experts” when needed you will get a great site. If you try to skimp on content, or just get by with minimal amount of effort, that is what you will get; a minimally effective website.
So like my dad always says: “If you don’t want to do the work, don’t complain to me that you don’t end up with what you wanted.”