One of the most difficult things we do is explain what SEO is to our clients.
Thankfully, almost everyone has heard of it, but that, too, has brought on a lot of confusion. Most people know that it has something to do with Google and that appearing higher in the search listings or “coming up first in Google” is good.
So, we’re going to set the record straight with an old school analogy that most business owners will be familiar with.
The Yellow Pages.
Before we dive headfirst, though, we should clarify that SEO has nothing, per se, to do with Google.
SEO is about optimizing your site for Search Engines. Because Google Search is, by far, the industry leader in search, it often gets exclusive attention in SEO discussions. This is fine for our purposes. To avoid confusion, we can equate Google with search, in general, but you should be aware that there are other search engines out there, most notably Microsoft’s Bing.
But let’s continue with our Yellow Pages example.
For most towns, the Yellow Pages is a section of the phonebook. Unlike the listings in the white pages, which are freed, created equally and listed in a standard fashion, Yellow Pages allow you to purchase placement in certain directories.
However, not all placements are created equally.
Size, type and location all factor into the overall price of a business ad. For example, a simple text listing in the automotive directory may be cheap, but a full-page ad with pictures in the cosmetic surgery directory can run you a pretty penny.
Obviously, all things equal, bigger ads in more highly visible and competitive directories are going to cost more than small ads in obscure directories.
Supply and demand, my friends. Supply and demand.
So, business owners must choose the directories, types and sizes that will generate the most ROI.
Note, we said “directories” plural. That is important for this analogy. Some Yellow Pages may have directories like “Cars” and “Automotive” and being listed in oen directory does not get you listed in another directory.
The same principles apply except you can’t directly buy your way into organic search results.
Instead, your cost is time, effort and resources.
So, let’s substitute the word “directory” for “keyword.” When you hear “keyword” in conjunction with SEO, think of a Yellow Pages directory.
For example, if someone says they rank first for the keyword “cosmetic surgery” that means they would appear first in a Yellow Pages in the “cosmetic surgery” directory.
Pay attention, because this is where most people get confused.
Unlike the Yellow Pages, which has a set number of directories, Google has an infinite number of directories.
“Affordable Cosmetic Surgery” is a different directory than “Cosmetic Surgery.”
So while the company in the above example may appear first in Google’s “directory” if you search for “cosmetic surgery,” it probably won’t appear first in Google’s “directory” if you search for “affordable cosmetic surgery.”
That’s why you have to be leery of someone when the say they don’t need SEO because they already rank #1 in Google.
In what directory do they rank #1? If it’s the “cosmetic surgery for leprechauns” directory, it doesn’t mean much because no one, aside from self-conscious leprechauns, are looking in that directory.
Got it? Good.
So, back to what we said about buying your way into organic search results.
For the Yellow Pages, you make an add, tell them where you want it, and they tell you how many dollars it will cost you.
Google won’t take your money and they don’t tell you what it will take to get good placement in its directories.
That said, we do know what Google looks for when considering your page for inclusion it one of its directories.
On-site optimization: Is your site organized, coded and managed in a way that allows Google to “read” it clearly?
Links: Do other sites link to yours?
Content: Are you producing content that is fresh, on topic and on a consistent schedule?
All that requires time and effort. A lot of it if you want to rank highly.
And all of it doesn’t even matter if you choose the wrong directories.
Want to understand SEO? Think Yellow Pages
Commentary
Want to understand SEO?
Check out the Yellow Pages
Gunner Technology
One of the most difficult things we do is explain what SEO is to our clients.
Thankfully, almost everyone has heard of it, but that, too, has brought on a lot of confusion. Most people know that it has something to do with Google and that appearing higher in the search listings or “coming up first in Google” is good.
So, we’re going to set the record straight with an old school analogy that most business owners will be familiar with.
The Yellow Pages.
Before we dive headfirst, though, we should clarify that SEO has nothing, per se, to do with Google.
SEO is about optimizing your site for Search Engines. Because Google Search is, by far, the industry leader in search, it often gets exclusive attention in SEO discussions. This is fine for our purposes. To avoid confusion, we can equate Google with search, in general, but you should be aware that there are other search engines out there, most notably Microsoft’s Bing.
But let’s continue with our Yellow Pages example.
For most towns, the Yellow Pages is a section of the phonebook. Unlike the listings in the white pages, which are freed, created equally and listed in a standard fashion, Yellow Pages allow you to purchase placement in certain directories.
However, not all placements are created equally.
Size, type and location all factor into the overall price of a business ad. For example, a simple text listing in the automotive directory may be cheap, but a full-page ad with pictures in the cosmetic surgery directory can run you a pretty penny.
Obviously, all things equal, bigger ads in more highly visible and competitive directories are going to cost more than small ads in obscure directories.
Supply and demand, my friends. Supply and demand.
So, business owners must choose the directories, types and sizes that will generate the most ROI.
Note, we said “directories” plural. That is important for this analogy. Some Yellow Pages may have directories like “Cars” and “Automotive” and being listed in oen directory does not get you listed in another directory.
Now, let’s turn to SEO.
The same principles apply except you can’t directly buy your way into organic search results.
Instead, your cost is time, effort and resources.
So, let’s substitute the word “directory” for “keyword.” When you hear “keyword” in conjunction with SEO, think of a Yellow Pages directory.
For example, if someone says they rank first for the keyword “cosmetic surgery” that means they would appear first in a Yellow Pages in the “cosmetic surgery” directory.
Pay attention, because this is where most people get confused.
Unlike the Yellow Pages, which has a set number of directories, Google has an infinite number of directories.
“Affordable Cosmetic Surgery” is a different directory than “Cosmetic Surgery.”
So while the company in the above example may appear first in Google’s “directory” if you search for “cosmetic surgery,” it probably won’t appear first in Google’s “directory” if you search for “affordable cosmetic surgery.”
That’s why you have to be leery of someone when the say they don’t need SEO because they already rank #1 in Google.
In what directory do they rank #1? If it’s the “cosmetic surgery for leprechauns” directory, it doesn’t mean much because no one, aside from self-conscious leprechauns, are looking in that directory.
Got it? Good.
So, back to what we said about buying your way into organic search results.
For the Yellow Pages, you make an add, tell them where you want it, and they tell you how many dollars it will cost you.
Google won’t take your money and they don’t tell you what it will take to get good placement in its directories.
That said, we do know what Google looks for when considering your page for inclusion it one of its directories.
All that requires time and effort. A lot of it if you want to rank highly.
And all of it doesn’t even matter if you choose the wrong directories.