Search engine optimization (SEO) is as complex and diverse as it is measurable. However, the overwhelming metrics can be daunting for even the most seasoned and reputable experts. No truer is this than for C-suite CEOs – who may possess borderline or extensive knowledge of Google’s White Hat techniques and criteria.
Today’s SEO must be simplified to tackle the daily minutia of digital marketing challenges and Google’s ever-changing platform. To prevent frustration and misunderstandings, CEOs must understand – adapt – and implement the core aspects of SEO to achieve company objectives and directives. While online marketing continues to evolve at alarming rates, here are five essentials that every high-level executive must grasp for timely and effective results.
1. SERP Layout
The search engine results page (SERP) has truly changed over the past few years. In fact, standard layouts featured blue links for organic, natural results. Similarly, business ads were placed above and to the sides of evergreen or industry-specific content. Most pages also included news, along with maps and other relevant content for search queries.
However, today’s layouts are geared towards providing optimal experiences for mobile users. At the same token, pages are now optimized for all devices; traditional desktops, laptops and digital, wireless devices of all makes, models and sizes. Here are some more drastic changes that SERPs have seen to reflect the current and burgeoning SEO trends:
- The number of ads now varies and may appear further down on pages. They are also intertwined with other content to ensure a comprehensive approach to brand marketing and visibility.
- SERPs are still essential for search engines as responses to queries by online users. However, there is more emphasis on mobile and social integration, along with strategic ads and long-tailed keywords that produce relevant links and higher conversion rates.
- CEOs must understand the anatomy of SERPS in relation to organic and paid results (PPC). Similarly, you can secure higher web traffic from promotional videos, images, business ads, listings and especially social and mobile media marketing.
2. SEO Results Will Not Happen Overnight
Rome was not built in a day and neither is SEO. This is a crucial aspect that CEOs must accept in order to produce measurable and relevant results. Unless you opt for paid searches, getting organic and natural results is a long-term and patient commitment. Still, this time can be well spent on positioning your company to become competitively viable in any industry or sector you serve. Here are some things to keep in mind when it comes to SEO timing and expectations:
- CEOs must not get frustrated with competitive queries. It takes time, hard work and persistence on the part of your SEO agency to help your brand rank higher on Google and social – media platforms.
- Local SEO experts understand all the industry trends and developments. This enables them to meet algorithm updates while propelling your brands as reputable, resourceful and competitive entities in any commercial niche.
- SEO professionals carefully set performances expectations for executives and C-suite professionals. This means no guarantees, but a strong commitment to following Google guidelines with true collaboration and utilization of all digital resources at hand.
3. Search Engine Influences
CEOs are generally demanding and competitive in nature. However, what happens when they are not seeing the search rankings and results they expect? Can they simply call Google and demand better page rankings, visibility and company awareness? No.
With this in mind, you must understand that organic results are not the same as support for Google Ads. Similarly, it is not like Google My Business, analytics, or other products the world’s largest and most popular search engine offers. Google simply provides organic, natural results for users that utilize its search engine for all forms of online marketing. With this in mind, here are some important aspects of influencing search engines for brand betterment and leads – revenue generation:
- SEO professionals have no sway over Google or its algorithms – in relation to organic results.
- CEOs will not be able to climb Google’s business totem pole without a sound, effective and well-drawn out marketing plan and package.
- SEO experts, however, do have in-depth knowledge of the industry via experience and information from industry sources. This includes the Search Engine Journal, along with communicating directly with search engine representatives to stay ahead of the never-ending changes and trends.
4. Meta Tags
Meta tags still play a pivotal role in any online marketing campaign. In fact, you should optimize your titles and Meta descriptions tags for your sites, blogs, and online stores. As a CEO, however, you need to know that Meta tags also do not have a magical power to influence rankings. Similarly, your SEO marketing campaign must reflect the many options and choices available for building commercial growth and engaging new clients and consumers.
5. Content is King
As an executive, you know the importance of quality in every aspect of your business offerings. From client fulfillment and patronage to timely responses to questions and concerns, quality in business truly parallels quality in SEO. With the latter, having attractive, engaging and thought-provoking content is the key to higher conversion rates and brand visibility. With this in mind, here are some ways to ensure your content is up to date and marketable:
- Content must be streamlined, centralized and easy to process and digest. Your web-pages must have a gripping copy, along with visible and embedded social media links.
- Interaction via promotional videos, imagery, and responsive web design for mobile pages help drive business and generate profit and revenue-converting leads and traffic.
- Encourage your clients and customers to share, click, and review your business at every turn. With industry mentions, your company gets higher visibility on Google Maps and local business search results and listings.
While these SEO metrics are valuable to executives and customers alike, engagements are important in building brand growth beyond initial impressions. This means you must focus on making all content relevant, industry-specific and always of the highest quality. This is critical for competing in today’s evolving landscape while securing true ROI with all your digital marketing channels.