The Beginners Guide to SEO Strategy

Using SEO  (search engine optimization) they’re two strategies to benefit your business or organization. One strategy is trustworthy and effective, and the other is a needle in a haystack  that usually bombs but is remarkable when it’s in action. Let’s start with the needle in the haystack strategy.

When using SEO (search engine optimization) the most common strategy is to find a keyword (like “lawyer”) and then do everything you possibly can to ‘own’ that word on the Google search engine. This strategy views the Google search as the Yellow Pages (with free ads).

The Yellow Pages are awesome for lawyers, because if you need a lawyer, that’s where you’re going to look. So if you buy the biggest ad in the book, then become the first listing, the result would be you get calls. Now when it comes to the Google search engine  it’s the Super Yellow Pages plus it’s free! The problem is: how to be the first listing, because being the 10th listing is worthless.

The answer is: You unlikely won’t be. There are 307,000,000 million matches for Lawyer, and no, you won’t be number one or number two. You lost. In fact, the truth is just about every keyword worth owning, your opportunity for winning it, is minimal.

This strategy is so enticing because it’s all about converting the non-converted. For free, you show up in front of prospects and potential customers who didn’t know about your company and you get an opportunity to convert them. This is what marketer’s salivate over.

Now I want to make this clear: Am I saying it’s not worth trying to win? No. If you want to give it a shot , just make sure you have the right set of keywords and you don’t spend or count too much on winning.  But the other strategy is a lot more appealing (and, for those Great by Choice readers, yes, you can implement both at the same time).

The other SEO (search engine optimization) strategy to use  is more organic (oh,  how I love organic) . This strategy views SEO (search engine optimization) as the White Pages.  It includes owning a keyword that you already own. Do a search on “Indispensable Marketing”  in Google and you’ll find 14,900,000 matches and for the other 1,030, 000 matches. Wanna guess who’s first? The Indispensable Marketing Blog.

To win at this strategy it’s only going  to cost you, patience and determination. It requires creating or inventing a trademark, a brand and then building a product or service or business or organization around that trademark or brand that people actually want to share. You want to be able to say to someone, “just type ____ into Google.”

It’s worth noting that the only individuals who will do this are those who heard about you through blogs, articles, podcast interviews, radio interviews, YouTube videos, and etc. So this is an amplification and word of mouth strategy, which I love not a normal conversion play.

Here’s the formula:
If you’re fortunate enough to ‘win’ at the traditional Yellow Pages SEO (search engine optimization) strategy, you might convert a few percentage points of the traffic you get into customers. On the other hand, if you win at White Pages SEO (search engine optimization) strategy, and you win because people talk about your compelling take and use your name, you convert just about everyone. Think about that… if someone types Indispensable Marketing into Google, they’re probably looking for me, and when they get here, they stay, because they found me.

So, you get the purpose.You own the perfect domain on Google.

When you start to win at the White Pages strategy, it turns out that this helps you win at both. Your platform or website gets more organic traffic, which will organically raise your Google search results for other words and phrases.

29 thoughts on “The Beginners Guide to SEO Strategy

  1. Nice overview – so much has changed since the Yellow Pages, we always did well with our YP ad as we had a nice size for our industry, btwn the economy and the new way of SEO it is a new game. What makes it harder is that you always pull up on your own devices – I stop in the Apple and Microsoft stores to check how we do outside our office, with a different zip code

  2. What you are saying here is akin to what all websites are without SEO, just an online brochure for people who already know about you.

    It is pretty easy to get ranked for unique terms, but then nobody is searching for them. You do need to have some search volume for the term, but the more volume there is the more competition there is. I think the key is to find the exceptions to that rule, but unless you have the right software or right program subscription you’re left to just guessing.

  3. Hey Kirby, Thanks for your comments! The key to almost every strategy is action and yes, nobody will search for you unless you start marketing yourself, doing radio interviews, podcast interviews, press releases, and ect. The key is to give people a reason to search to for you and when they do you will be found.

  4. To do SEO effectively this is necessary that we have strategy for doing seo. Nice to read this post. Nice information about needle in the haystack strategy. I really like this and appreciated this post. Really useful information.

  5. There are many different SEO strategies, but in all reality, I glad that in San Francisco, it is easy to get competitive pricing when it comes to internet marketing.

  6. So I have written blogs before nothing special just stuff for my friends or talking about my summer in Europe and they did not get seen a lot people but did not care they were not for everyone. However I recently started a blog with the goal of making connections and hopefully to get hired in a particular industry. Do you think that SEO can still work when they do not know your name already? For example if they do not know Indispensable Marketing can SEO still work? If not are you stuck with trying to win words on Google?

    • Yes, SEO can still work. So start the process by giving yourself (the product) a unique term or trademark. It can just be your name if it’s not a crowed term. Examples I’ve seen: Persuasion Architect, Shrinkage Manager, Marketing Maven, Software Evangelist, Burger Engineer, Chief Environmental Officer, Chief Emotional Officer and Mr. Marketology

      (Something that isn’t generic, and preferably, not a crowded search term already). Then when people ask how can they find you, say “just type ____ into Google.”

      And of course you better have great Content on your blog. Check out

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  10. This is my first visit to your blog! But I admire the precious time and effort you put into it,especially into interesting articles you share here. Thankyou very much and keep up the good work.

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  12. I think what you published made a ton of sense.

    However, what about this? what if you composed a catchier post title?
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    I mean The Beginners Guide to SEO Strategy is kinda boring.

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