Is Professional SEO the Only Kind You Should Consider?
Every business manager is looking for an edge today. Are they doing enough to create it?
And where is that edge? Is it your budget, creative talent, marketing strategy, competitiveness, and the true value of your product/service/brand? What’s so valuable about your offer and strategy that it will win?
Talent is almost certainly your biggest asset. Yet is your top talent empowered, capable, knowledgeable and a true master of their craft? Today, we have to be really good to beat big companies. Outsourcing to an expert might be the wisest decision. Anything less may be unacceptable.
The key point here is that your product/service/brand is likely down a notch from your market leaders. And will necessitate hiring talent who can assist in giving it a big lift.
Getting into the Professional Mindset
If success is just an attitude, then creating a view that makes you choose professional level talent is the beginning of a great road ahead. Because you recognize the challenge ahead and you love your company.
If you’re ready to hire a pro, you might be wondering where the improvement is going to come from. Let’s learn more about the winning service mix a Professional level SEO consultant brings to the table.
Begin With Deep Insights
A professional level approach would begin with a digital marketing audit, rather than only an advanced SEO audit. Unless you already have a thorough review process, you have to discover and solve big picture issues first. An expert knows this and won’t sell you services that aren’t going to make a difference.
Because competing is tough today, you must win on many levels. Here’s a few examples of what’s needed to win:
- conducting high quality market research — digital marketing audit
- building a market leading unique value proposition for customers
- high quality content
- impactful content
- applying market leading, advanced SEO techniques
- a focus on expertise and thought leadership
- expert strategy that synchronizes relevant assets
- timely battle tactics to win keyword rankings, visibility and capture brand awareness
- continuous effort to enrich and refresh content assets
- accent on analytics to identify successful tactics
- time taken to stay attuned to industry trends and Google Algo updates
- the ability to persuade clients to do the right thing and avoid failure
The challenge then, isn’t just to try to rank number one. It’s to obtain, build and leverage assets to do that, to present your value proposition powerfully. The job doesn’t end with top rankings. It only ends when audiences respond and become customers and brand ambassadors.
Expertise to Orchestrate Your Campaign Win
Definitely, SEO will help to capture more traffic and leads, and could be a catalyst for deep insights and improving other areas of your marketing. Because SEO will bring traffic to your products and services, and if they don’t fly, then it’s obvious you need to do more.
For more than two decades clients have hired me to do SEO magic. That’s what they called it. It is sophisticated and is a creative skill more than a technical talent. The professional level consultant provides big picture insights and planning, advanced strategy and techniques, tactical execution, and the energy to commit to a challenge that can be often overwhelming.
Clients do give up at times. That’s because they’re not putting enough money/talent into the effort to be competitive. They believe it should be easier, but it keeps getting tougher.
Google is about to release a new ranking algorithm component (helpful content update) that will look at content in terms of its helpfulness. It’s just an attempt to delete/demote content that’s cluttering the web. But clients will now be looking for SEO experts to apply tricks to get their traffic back.
Tricks aren’t going to work. It will take better overall, coordinated content optimization, more promotion, and patient, persistent work to keep your business competitive.
An SEO spammer will still get attention, but increasingly, the market will insist on a professional SEO to build ranking power and achieve long term, sustainable results.
Pro SEO Deliverables
You’re interested in end results, not necessarily skills and capabilities, yet there is a mix of expert level powers that mark a professional level service.
The number one search result for “professional SEO” is a guide from MOZ which actually doesn’t even discuss professional SEO. Google inferred it from its complicated indexing system, perhaps wrongly! This should tell you there’s more than meets the eye in this challenge of winning the Google ranking wars.
An SEO pro lives and breathes that subtlety, mastering a strategy, and crafting a strong ranking foundation that doesn’t get toppled or erodes over time. It’s value that builds on itself and doesn’t disappear.
Best Practices is Child’s Play
Some feel professional SEO is taking Google’s best practices to extreme standards, but it’s not rigid processes, technical points, or certifications. The real standard of the pros is low risk, high value marketing that builds a substantial presence on Google, to achieve the specific and overall results you need.
The product is low risk, high quality, competitive, and creates additional benefits which we can discuss in this post. You’ll find other posts on keyword selection, content enhance, content impact, digital PR and link building here on the advanced SEO blog.
The deep parts of SEO and content strategy you may not want to know, but sufficient to let you know there is skill. Baseball players make it to the big leagues because they have skills the fans don’t really understand.
Wide Ranging and Deep Talent to Help you Solve Complex Marketing Challenges
I don’t mean to frighten you, but the challenge keeps increasing for marketing. Visibility, impact, engagement, and intent are difficult to build in a fatigued internet audience. Consider the mental gymnastics that professionals posses and you can be confident you have the best talent to get your challenge accomplished.
This is what distinguishes the SEO pros from the amateurs:
- a focus on content quality and its value to customer/visitors
- a talent with strategy that makes them awesome regardless of resources/funding
- big push for strong promotion to gain visibility
- a focus on content which target audiences are truly interested in
- good use of social media channels to share good content and build reach to well targeted prospects
- curiosity and a talent for deep analysis of a complex marketing problem
- diverse, encompassing view of all aspects of marketing
- creative imagination to solve tough, complex problems and build workarounds
- deep understanding of client’s specific audiences
- ability to create authority/expertise/admiration with industry people
- respect for and connections with intelligent SEO professionals
- persistence, determination, and decisiveness in driving a winning campaign
- strong understanding of copywriting, audience engagement, and value propositions
Find the Right Pro to Personally Manage Your Success
Your professional quality SEO provider is a consultant giving you the right advice and guidance. They may also be producing part of the marketing content thus adding significant value.
If you hire an SEO company, you may have the work shifted to a novice worker as the key person promoted doesn’t have time to work on your account. They’ll give a quick overview and push the project into a system, which basically means your project is a commodity.
Your Professional SEO provider must be completely and personally involved in your project, or you’re paying big bucks for an amateurish effort. That won’t be enough to win today.
Hire a consultant who is keen on strategy/technique/tactics and give them the resources to beat your big competitors. Take it to that level, and it’s likely your investment will pay off.
Find about more about professional level SEO services packages.
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