Posted by RuthBurrReedy
SEO experts spend multiple hours a week reading blogs, social media and forums to stay abreast of the latest search engine developments; we spend even more time testing and measuring tactics to figure out what works best for our sites. When you spend so much of your time thinking, talking and learning about SEO, you can get lost in the echo chamber and take your eyes off the prize of growing your clients’ businesses.
It’s easy to get excited about the new and shiny developments in search and to hang on Google’s latest announcements, but there’s no point in switching a site from HTTP to HTTPS if it doesn’t even have appropriately keyword-rich title tags. There’s no reason to run a button-color conversion rate optimization test on a site that’s still using the manufacturer’s default description on product pages. Sometimes your traffic is plummeting because you haven’t checked for new 404 errors in 6 months, not because you’ve been hit with a penalty.
Think horses, not zebras, and don’t forget one important fact: Most people have no idea what we’re talking about.
What clients don’t know
Running a business, especially a small business, is way more than a full-time job. Most business owners these days understand that they need to be doing something for their business online, but once they get beyond “have a website” they’re not sure of the next step.
Moving back into agency work after several years in-house,
I was surprised by just how many businesses out there have never gone beyond that first step of having a website. The nitty-gritty of building a search-friendly website and driving traffic to it still aren’t that widely known, and without the time or inclination to become experts in marketing their websites, most small business owners just …read more