SEO Strategy for Beginners

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SEO strategy

Regardless of the industry that you work in, chances are you’ve heard of search engine optimization, or SEO. While it’s easy to think that SEO is just a trendy phrase that marketers throw around to make themselves sound smart, it’s actually a practice that can deliver real results for your business. SEO is the process of attracting website traffic from free, organic, editorial or natural search engine results. The potential benefits of a well-defined SEO strategy that puts your business at or near the top of search engine results can’t be overstated. After all, “I’ll Google it” is the solution to any unanswered question these days. With that in mind, here are some tips on developing an SEO strategy for beginners. 

What is SEO?

When it comes to search engine optimization, knowing the audience that you are trying to reach is arguably more important than understanding the search engines themselves. Keep in mind that people use Google, Bing and other search engines to answer questions. The goal for your business is to know what questions are being asked and answer them in the form of valuable content

Whether it comes in the form of a blog, podcast, webinar or video, content that answers questions, solves problems and is linkable is the essential component of any SEO strategy. This is where knowledge about your target audience comes into play. When you have a deep understanding of what those people are searching for online and the type of content they are most likely to consume, you can leverage search engine optimization to deliver answers organically through search engine results. 

Elements of SEO

While it certainly plays a significant role in determining your position in search engine results, the aforementioned content is actually just one of many elements that make up your comprehensive SEO strategy. Metadata, page speed and URL naming conventions are other important practices that play a role. Customized metadata, a URL with optimum character length and focused keywords along with fast loading webpages optimize content to drive your SEO strategy. However, keep in mind that keywords are only valuable when they are relevant and included in a page’s content. 

The good news is that on-page search engine optimization is completely in your hands. The bad news is that work still must be done to garner the highest possible ranking for your website. Even without the universal control that comes with on-page SEO, there are still steps that your business can take to improve your off-page SEO, starting with linkbacks. Any time your organization is mentioned on another site with a link to your website included, search engines take that as an endorsement for your site, improving your rank. The higher the authority or following for the site that included your link, the more impact it will have on your rank. 

Why is SEO important?

With on-page and off-page elements to consider and the internet becoming more and more crowded by the day, embarking on the search engine optimization journey can be a daunting task for beginners. After all, with a variety of different paid search techniques readily available, why is an SEO strategy even important? There’s certainly value in paid search, particularly in its ability to quickly reach a targeted audience. However, only 2.6 percent of searches result in a click on a paid ad. 

Organic search engine optimization also provides more longevity than its paid search counterpart. Keeping a paid result at the top of a page requires continuous funding from your company, which can prove more costly than its worth if it’s not directly leading to new business. On the other hand, a blog that answers common questions and includes relevant keywords can live at the top of search engine results for an extended period of time, continuing to drive traffic to your website without any additional money spent for years. 

Generate Better Optimization

Even the most extravagant content marketing plans can miss the mark if they fail to reach your target audience and fill a need. Like the flashing lights on a runway, these keywords and phrases provide a path from search engines to your website. Not sure where to start, let's chat.

Not sure where to start, let's chat.

SEO Strategy Goals

Like any other strategy, developing an SEO strategy that will deliver results requires clearly defined goals and objectives beforehand. The most important thing to remember for this practice is that increased traffic and a higher rank are NOT ideal goals for your business. Having a high search engine results ranking and a large number of people visiting your site has little value to your business unless they are clicking through and converting into new customers or clients. 

Determine the overall goals for your business first to provide some key performance indicators when measuring the return on your SEO strategy. For example, let’s say your company is using search engine optimization to increase your number of email subscribers. If you get 500 monthly visitors but only five new email subscribers, was it more successful than getting 200 monthly visitors with 20 new email subscribers? Of course not. An ideal SEO strategy is one that helps you accomplish your business goals, not the other way around. 

Keep in mind that SEO is a continuous practice rather than a checklist to complete and move onto something else. Mastering SEO as a practice takes time. As you begin developing and implementing your SEO strategy, don’t get discouraged if your website isn’t instantly at the top of every page of search engine results. If you’re interested in learning more about search engine optimization and the benefits it can provide, let’s connect. We’d love to have a conversation about how we can help create results for your business. 

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Marketing / Communications

We help one of the world’s best brands increase sales and guest counts through reputation management and content marketing that successfully maximizes paid media efforts.
 

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Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.

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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Account Supervisor Job Description: 
In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients. 
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • Demonstrate a clear track record of leading brainstorms and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.