In this Expert Insight Interview, Jon Lightfoot discusses SEO and how to outrank and outperform organic search. Jon Lightfoot is the founder and CEO of Strategic SEO Solutions.
This Expert Insight Interview discusses:
- What search engine optimization is all about
- The different parts of the SEO process
- How to use competitive analysis to boost your SEO efforts
Search engine optimization, or SEO, is the practice of leveraging search engines such as Google to improve your visibility. It is about helping search engines understand where your business matters most, what your core demographic is, and how you fit into a particular search query.
The biggest differentiator between hiring an agency that truly understands SEO and hiring a freelancer to simply do some link building is in the nurturing of an ecosystem. On a basic level, SEO is often a mechanical process based on checklists and templates. However, real SEO needs to be looked at from a broader point of view.
The fortification of the technical components of a website is undoubtedly part of the SEO process, but search engine optimization is about more than that. It is also about what is happening off-site and within the lens of your “keyword universe.”
Great SEO specialists focus on nurturing and propagating your relevant keywords through your content and social media fingerprint, ensuring it all folds back through your unified and consistent messaging.
One of the traps that people often fall into is going to a competitor and looking at their keywords. This is a viable approach, but good SEO typically requires more strategy. When taking on a new client, Strategic SEO Solutions first spends a lot of time building a definitive keyword ecosystem and classifying the seed keywords and their semantic partners.
The way to use competitive analysis is as a learning tool, not just about the keywords you should be targeting, but about the keywords you shouldn’t be focusing on. Looking at competitors can teach you a lot about the strategies that don’t work so that you can focus your efforts elsewhere.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.