You are planning a great website and want to know if the web person does SEO. I get this question all the time. At Richterworks Web, I believe that a well-informed client is the best client. To that end, I am writing this series to clarify the differences and similarities between Search Engine Optimization (SEO), Search Engine Marketing (SEM) and Social Media Marketing (SMM), and when in the process to use them.
SEO and SEM are not the same thing. Most people realize that Social Media Marketing is not the same, but are not really clear what these three involve, how they differ and when to use each one. I have learned over the years that although my clients often use the term SEO, most of them don’t know what it really involves and its purpose. That isn’t their fault. For years the term has been used interchangeably with Search Engine Marketing (SEM). SEO companies do everything from basic Search Engine Optimization to very complex, and expensive Search Engine Marketing. Some SEO companies only do Search Engine Marketing with little or no Search Engine Optimization.
Search Engine Marketing companies may also do Social Media Marketing. Since most clients have heard the term SEO and know they want it, its just easier to throw it all under the ‘SEO’ umbrella. But the the three terms are not the same and are not really interchangeable. Therefore, it is wise for the web client to understand the differences so they can ask the right questions.
Start with a Great Website
First, I really believe that a great website is the starting point. I call it the ‘All Roads Lead to’ philosophy, as in all roads lead to Rome, with your website being Rome. Your email signature, business cards, ads and all other advertising need to lead to your website. Your website has the unique opportunity over all other advertising to tell your customer or client:
- who you are
- what you do
- where you are
- how engaging you or your service will make their life better
- how you can overcome their concerns and fears
- why YOU are the best solution to their need or issue.
Unless you are button-holing people at networking and social events or on the street, you will have no better opportunity to answer all your customers’ questions than on your website. So, your website needs to be terrific. Surveys show that 75-85% of people will look at your website before making a purchasing decision.
There is little point in getting people to visit your website if their questions and concerns are not answered there, if its not attractive and easy to use, or there is not easy and clear way to contact you.
Next week, I’ll explain Search Engine Optimization.