I want to admit right upfront that I am a novice when it comes to the topic of Search Engine Optimization (SEO).

Yet, it's a topic that comes up often enough in classes I teach and even coaching conversations I have with prospects and clients.

To be honest, I'm old enough to remember when the internet was new and shiny and populated almost exclusively by glorified brochures.

I've been creating websites and web content for well over 20 years—since before the turn of the millennium (ouch!)!!

Recently, I'm intrigued by the chatter about the decimation and eventual demise of SEO.

While many factors are cited for this, a lot of it points to AI (doesn't everything these days) and Google's attempt to reduce spammy search results.

Again, not an expert, but reading and listening to a bunch of folks who are, reminds me of some pretty sage advice I received almost 15 years ago—at the start of my own entrepreneurial journey—from a digital marketing conference I attended.

Basically, it boils down to this:

Google ranks individual pages not entire websites. If you want your content to capture eyeballs, here's what you do:

1. Identify the information your audience really needs.
2. Be clear and thorough in addressing their needs.
3. Integrate keywords into headers, page descriptions and meta tags, but don't go crazy.
4. Build a network of referral links back to your site that are relevant based on your audience and business.
5. Continue to add new content and tweak old content on a regular basis.
6. Worry less about search rankings and focus more on click-through and conversion rates on your own pages. (This is what you really have control over!)
7. If your business is on social media or review sites, invest your energy in driving rankings and results there, instead of focusing on search engines.

No matter how Google, et. al. tinker with the algorithms, which they seem to perpetually do, your digital strategy should be built on the cornerstones of your business strategy—

• Understanding your target audience,
• Delivering deep, impactful value, and
• Establishing trusted relationships

SEO strategies may change or cycle, but some things in business remain timeless and true.

In other words, don't let the latest and supposedly greatest online tactics distract you from the stuff that really matters to your prospects, your purpose, and, ultimately, your bottomline.

Until next time,

PS - If you missed it, last week I explored evidence that Mind Literally Over Matter is a science-backed reality.

“ Lauren is such an incredible coach for established and emerging entrepreneurs. She mixes heart with wisdom and tailors her approach for wherever you are in your entrepreneurial journey. So many breakthroughs and things to incorporate going forward. It was truly an honor to learn from her! — Vinny Anand, Co-Founder, FortyLove Yes, I'm ready to get growing!

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