File this under “selling ice to eskimos [online]”
If you want to know what kills SEO it is often introversion. Website-self-centredness.
Marveling at your pretty website with an AI chatbot instead of outside.
What’s outside?
Google search results – where the traffic comes from.
Focusing on things that don’t matter at the expense of those that do.
All that really matters is to get more conversions than your competitor websites. Conversions (which could mean phone calls, sales, quote requests, etc.) from new ideal clients.
You do this by targeting keywords better than them.
But as SEO is lumped together with offline advertising, many forget this.
Case in point:
- Think about your top five competitors.
- Think about your top five competitor websites.
Unfortunately, businesses are so misled by the latest-ai-model-that-does-every-thing-for-you-and-makes-you-money-for-you-while-you-hike-table-mountain-on-a-weekday that they have no idea who are their competitor websites.
Search for your service or product online…
How many top five real-world competitors are on the top five of Google – or even on the first page?
Did you expect tiny retail shops as your online competitors, when you’re a B2B importer selling the same product but with a minimum order quantity of 10 000?
Did you expect Takealot and Shein as your online competitors, when you’re trying SEO to increase walk-ins to your luxury clothing store in a shopping mall?
If you have something good to sell online, your chief concern, I believe, is competitor analysis.
Practically this means:
Start by spending more time browsing competitor websites, than you do working on your own.
I apologise if I’ve failed to reveal some magical SEO tip, but if you like my thinking maybe we should talk.
Sincerely,
Asad
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