Search engine optimization (SEO) has become a force to be reckoned with through mind, matter, and money.

Here are my tools to conquer it

SEO Is the Core of Brand Development, Awareness & Engagement
The clear majority of web traffic is facilitated by the heavy hitters of search engines: your Googles, Bings, and Yahoos.Thus, to not create your content with that in mind is to immediately omit your website from highly valuable traffic.SEO used to be solely tech-oriented, primarily driven by IT people.Now, it supports really all digital marketing and will continue to for the foreseeable future.Therefore, it should be regarded as a core component of any digital marketing program.

SEO Creates & Expands Your Market Position
The same applies for a thought leader: a company or individual that shows initiative, and subsequently differentiation, in a specific field.To drive SEO interest around your personal brand, you will need to start making a list of keyword phrases that support your competitive position, strengths, skills, and location.Your keywords, when defined and analyzed for search importance and competitiveness, can be used to boost your LinkedIn profile awareness and potential Google search results.

SEO in the U.S. vs. Global Outsourcing
It’s no secret the rationale behind most foreign outsourcing — cost.The budgetary and futuristic circumstances will differ brand to brand, but undoubtedly there are obstacles in global micromanagement. One is simply the differences in actual language, and as such, rewriting is a must, no matter the country!There are abundant differences between American English and that of Britain, for example.

The Reality of Top Notch SEO
Like the old saying goes, you get out you what put in.You need to take the time and develop a sound strategy based upon that which is unique about your brand and content.You’d do well to collaborate with a proven SEO consultant to expand your customer base.Have someone, if not a team, constantly monitoring the content and traffic (you can stay in-house with this so long as the vetting is adequate).

The SEO Timeline & Forecast
SEO is more complex than ever.At least 50 percent of my current clients came to me after they were penalized by Google.Why? Because they were working with SEO practitioners who are still relying on the risky tactics of yesterday.Just like a premium company attempts to prognosticate social, political, or financial change, SEO also must be treated and monitored from a forward-thinking perspective.You’d do right by your brand to have your SEO team keep their fingers on the pulse of that which is currently relevant, and that which will be.

SEO Costs & Resources
Revisiting the mantra of getting out what you put in, quality SEO ain’t cheap.Viable expenses include consultation,technical development, user experience professionals, outreach, and management (realonline PR).SMBs should be fully prepared to spend $2,000 to $5,000 monthly, while enterprise-level companies should view $5,000 as an absolute minimum.Digital Current has a fantastic breakdown of the hierarchy of SEO costs and services.

The Necessity of Paid Search
In my SEO experience, I encourage our clients that have either newer sites, penalized sites, or sites that are underperforming to leverage paid search marketing (which we manage).Paid search, or PPC, is typically the most effective in any campaign-driven program or product/model-based campaign.Seasoned SEO veterans can utilize the deep data metrics provided in PPC reports to best understand user behavior and competitive market share as well as keyword activity so they can best shape your SEO strategies and programs.They learn from PPC and vice versa, in that if they are working with you, with your active SEO program you want the pros to design and for which to run paid media campaigns, they learn from your SEO reports and progress.

The Marriage of SEO Strategy & Social Media Marketing
There is a synergy between SEO and social media campaigning, and it’s growing by the day, which can result in a goldmine of generated leads.The nature of social media and social media marketing is viral, as content is engaged with and shared.So, by its nature, lead generation develops when a brand understands how to deliver ongoing, frequent content of interest to its influencers and potential buyers.There is also an ongoing evolution,wherein people are simply using their social media channels to find whatever it is they are in search of,as opposed to Google.

Essential Takeaways
The value of SEO is no longer unclear or up for debate.With e-commerce showing absolutely no signs of slowing down, SEO is as important as it is complex, which is why proper resources and attention must be allocated toward it.


Peter Zmijewski is the founder and CEO at KeywordSpy. His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.