Benchmark Business Group

Business Owner's Implementation Guide to SEO

April 15, 2013

This month we have already looked at Search Engine Optimization(SEO) from the Entrepreneur and Technician point of view. You should already have a result statement and a basic knowledge of SEO. Today we encourage you to put on your Manager hat. It's time to take that basic knowledge and begin to develop the plan for how you will implement basic SEO techniques in your business.

As described in the E-Myth Revisited, the Manager is the "planner" of work. There are three basic elements that you need to consider as you plan your SEO work:

Don't worry if you do not know this information right now. Later in this article we provide you with links to resources that will help you gather and analyze the needed information.

The guides from last week's article will give you a great starting point in figuring out what the work is, but we've also provided a few resources at the end of this article.

  1. Where are you now: In order to reach your result statement you need to know the current results you are getting from your website. Questions you want to consider include: 
    • How many leads are coming to your website? 
    • How are those leads getting there? What key words are they using? What sites link to your page? 
      • What search engines are they using? 
      • What page on your website are they landing on? 
    • Where does your site rank on your key words? 
  2. What needs to be done and by who: As a business owner you already have a full to-do list and truthfully SEO might not be the best use of your time, but it is something your business should not ignore. Wearing your manager hat means that you need to assess what work needs to be done and who will do that work. Often times it won't be you, but someone on your staff or a firm that specializes in SEO. 
  3. What is our progress: The same tools that will allow you to baseline your current SEO rankings will also allow you to track and measure your progress. By using these tools you can see how the changes that have been made are working and make adjustments as necessary.  

As you start to outline your SEO plan consider these four resources:

  • Google Analytics: Allows you to analyze the leads that are coming to your website and how they are getting there. Once you sign up and activate this free tool you will get information such as: the physical location of leads, the amount of time leads are staying on your site, how they found you, keywords they used, how many leads were new and how many have been to your website in the past, and more.
  •  Google Webmasters: This free tool allows you to track how well your site is performing on Google for certain key words. Using it will allow you to track changes (both positive and negative) in key word ranking, to see what sites are linking to your site, and even provide a few suggestions on what you can do to.
  • Traffic Travis: This is a program that you can download for free though some features require a paid plan. It provides similar information to Google Analytics and Google Webmasters, but it also allows you to look at your competition. It will analyze their websites and provide suggestions for changes based on what they are doing and more importantly what they are not doing.
  • Boost Suite: When you sign up for this service your website will be given a grade and you will receive tips on how to improve the grade. There are different pricing levels, but the most basic level is free. It allows you to see what technical changes you can make to your site.

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