For many people, search engine optimization (SEO) indicates a set of practices that optimizes your web content for search engines. But one of the most frequent questions posed by our clients is, “Should I create my web content for my customers, or for Google and its algorithms?”
Our advice is to consider the customer first, while still creating content with best SEO practices in mind. Know how search engines work, but focus on the people who use search engines.
Our practice in this realm isn’t novel—it’s what you should hear from any digital marketing company. In fact, this is what Google suggests as well:
...you should base your optimization decisions first and foremost on what's best for the visitors of your site. They're the main consumers of your content and are using search engines to find your work.
Search engine optimization is about putting your site's best foot forward when it comes to visibility in search engines, but your ultimate consumers are your users, not search engines.
Customers first, but know how the algorithm works.
Easy to say, not always easy to do.
The Difficulty of SEO
First, the fast pace of change in the online marketing world means that “knowing your customers” is never a finished process. Even if you’ve worked with the same customer type for 20 years (or perhaps especially if you’ve worked with the same customers for 20 years), it takes continual research to understand how new technologies are changing customer behavior.
Second, keeping up with the algorithms, figuring out the SEO plug-ins for your website, and deciphering the egregious number of acronyms in the online marketing world can be a full-time job in and of itself.
Together, all of this can be a huge distraction from your core business. That’s where Pryor Consultation comes in.
With our search engine expertise and our insights into consumer trends and behavior, we can oversee the optimization of your site to satisfy both your customers and the search engines. This dual focus is a huge part of how we optimize conversion rates for our clients. If you’d like to know more about how that would look for your business, just send us a message--we’d love to talk with you about it!