Why SEO Constraints are Good

  The value of an SEO strategy, especially for personal brands, goes far beyond being found in organic search. Sometimes, the fastest route to clarity is getting granular enough to define the questions your ideal client has.

The perfect SEO strategy is one that helps you show up when the people you are trying to reach are looking. To be the best answer it only makes sense to understand who is asking the question and how they will search. Focusing on SEO, structuring your content so it is visible and clear, is one of the nicest things you can do for yourself and your business.

Is Your Website Obscure or Confusing?

It is funny how we think we should be able to pick up web design, copywriting and internet marketing in a couple DIY courses. How many of us just pick-up skill sets experts take years developing? Yet many entrepreneurs I talk to are disappointed with their ability to attract and convert clients, even though they passed on hiring an expert.

You can't take a poorly designed website with weak content, throw a little SEO at it and think your problems will be solved. But there are a few things you CAN do to improve your visibility and clarity. It helps to know what the common mistakes are and how to avoid them.

Why do websites get lost in a sea of obscurity?

1. Lack of focus. 
Our brains are not designed to focus on more than one thing at a time. If you have the attention of your reader, you have to do everything you can to maintain the focus or they click away. Right now, your brain is scanning for bits and pieces of recognition, signs you are in the right place.

Simplify. What you leave out is as important as what you put in.

Focus is a result of understanding your reader and leading them where they want to go. Focus is a result of thinking about what you want your reader to do and understanding why they will want to do it.

A good test is to ask someone {who isn't familiar with your site} "what is this page about?" on your most important pages. If they don't know, it is a sign your focus isn't strong enough. Try going for one core concept per page; a single idea that wraps around your presentation and brings clarity.

2. Fear of taking a stand.

Your reader is looking for answers. They want a guide, a leader, someone with expertise to take them by the hand and show them the way. When you are too afraid to make a declarative statement, because you don't want to offend someone, you've lost everyone. A declarative statement or a provocative question grabs the attention of your reader, and gives them a reason to listen.

Focus is about knowing what to say no to and taking a stand is deciding on the a direction you are going in. The combination creates clarity and a powerful message.  

3. Too much we or I. If the content talks about we do this, and we do that and we won these awards; or if you are a solo-preneur and it is too much "I" focused, it is a problem. 

The new way to get out of obscurity and confusion

Use keyword phrases carefully chosen to be right for your business

Don't use keywords that are going to bring unqualified prospects to your site, it is a waste of time. Keywords that are high volume are rarely converting and as a small business, you aren't going to rank for them anyway. 

Be inspired to be a query creator. Create expressions and headlines that  resonate deeply enough to drive new searchers. 

Aggressively “optimized” content doesn’t touch the heart or inspire the mind of your reader. The most likely to buy people will start using other queries to search because they aren't going to buy from the “page one” results; the contrived and optimized content written for search engine visibility.

Have a content strategy

Content has no value, other than what the reader assigns to it.

To stop people in their tracks, drive them crazy with curiosity, or make the heart beat a little faster, you'll have to get curious and figure out who they are and what they want from you.  

Get to the core experience faster

You can’t create valuable content by trying to rank for a page one listing or chasing vanity keywords. You have to be willing to walk-on-water for your right people and go deep into understanding what is really core for them. Who is your ideal client and what are they obsessed with? What are they sensitive to?
An organic search engine optimization strategy has a wonderful way of bringing clarity to a confusing or self-centered website.  It is always a matter of gaining trust or being the most trusted answer for a question.