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Forthea Speaking Recap: SEO & Marketing from the Ground Up

Forthea Speaking Recap: SEO & Marketing from the Ground Up

I had the great privilege of speaking with the Houston Bloggers about  SEO awhile back. It was a great event, and there were some takeaways from the evening worth sharing. Before jumping in to the slide deck and takeaways, a thank you is in order to Lisa Stauber for the invitation.

Be sure to go through the slide deck. However, I used it mainly as a jump off point to talk in more depth about SEO practices and techniques. Below the slide deck, I expand on key takeaways that might be difficult to get from the deck alone.


Takeaway #1: It’s important to know what SEO is…and isn’t

First and foremost, your approach toward search engine optimization determines the success of your marketing efforts. When Forthea evaluates other SEO campaigns in the marketplace, we can quickly determine potential success or failure through this takeaway. Agencies and practitioners that do not approach SEO correctly often set themselves up for business failure. One of the most common practitioner and agency SEO mistakes is oversimplification. What do we mean by oversimplification? Many SEO practitioners focus on one or two details of a larger picture such as links or quantity of “keywords” on website pages.  Such a small focus ignores things conversions, leads and sales that drive your business.

Takeaway #2: Begin with the end

That’s why we always recommend beginning with the end in mind! Almost every business has similar goals of generating awareness, leads or sales. Your end goal will determine whether or not SEO, Advertising or other disciplines (and strategies within the disciplines) are right for your brand. We have a saying at Forthea that internet marketing needs balance. That is, Google may rank you, but it doesn’t buy from you. Keep in mind that if you rank well, but your website is unappealing to buyers, you won’t be seeing any return on your internet marketing investment anytime soon. This segues nicely into our recommendation of what you should invest in.

Takeaway #3: Invest in People

Be a decent human being online! This is the bottom line of successful internet marketing, here’s why.

When you went in to business or started a blog, you did it to help, entertain or provide value to people. Your website should also do exactly that, just located online. We’re certainly not discounting the importance of ranking and other internet marketing performance indicators. However, many folks are uncannily good at telling whether you’re authentic and useful, even from visiting your website.

Use the passion and strengths of your brand to naturally attract customers, friends and followers.

Wrap Up

I look forward to joining the Houston Bloggers again soon, they’re a great group to check out! In the meantime, check out a useful conference they’re putting on in a few months – Blog Elevated.

Nick Lindauer
Nick is the vice president, client services and operations at Forthea. He’s been working in internet marketing since 2002, when – ironically – he answered an ad in the newspaper. When he’s not at work, he’s off spending time with his family, working on his house, building furniture, cooking on his two Big Green Eggs & brewing hot sauce.


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