SEO is more than just digital, it’s kinda like trying to lose weight. A lot of people (like myself) have a goal to lose weight. But there’s a lot more to losing weight than just stepping on a scale. To be successful, you probably should look at:

• Exercise
• Hydration
• Your Salt Balance

However, it would be prudent to schedule a doctor appointment before attempting any of this. If you choose not to go that route, you can always use my back-up of prayer and reading diet reduction literature to start you on your journey.

SEO is like dieting. There are many aspects to successful SEO. For instance, we need to look at both On- and Off-site optimization.

So, What Is On-site Optimization?

To clarify, when I say on-site SEO, I am really talking about ways to make your website “search engine friendly.” Think of some of the things we have discussed in past blogs:

• Use of H1 (which you only use once in the document)
• Liberal sprinkling of H2, H3 within the document
• The copy that uses keywords or longtail keywords
• Internal links with the document
• Ditto for the external links

Actually, to create a really great on-site optimization you always go back to the basics. Yes, I’m speaking of quality and genuine content. You want content that captures the attention of the reader and holds them there because it’s quality stuff you’re delivering.

You do this by focusing on interesting headlines, targeted keyword density, and increased number of images.

Additionally, there should be places for comments or capturing emails addresses. Finally, you need to make sure its up to speed (literally) for computer, tablet, and mobile.

I could go on and on, but I think you are beginning to get the idea of some of the things needed to be considered “on-site SEO.”

How Does Off-site Differ from On-site?

However, off-site SEO is also needed to for a successful website.

Think of all the social media platforms that can and should be linked to your website. Are you utilizing them to your advantage? Yes, I know, that that takes time, blah, blah, blah. 

The true key is to see and more importantly be seen. When a company spends time posting on LinkedIn, Twitter, or Facebook they understand the value of advertising.

I know, you’re probably thinking, “But I don’t have time!”

Then think about this, do you have time to see money going over to your competition? A well-oiled machine moves smoothly when taken care of properly. The same goes for taking advantage of the off- site optimization.

Additionally, there should also be a good amount of blog posting. When I say blog posting, this needs to be done on a regular basis. A bare minimum of twice a month for starters.

Other ways to utilize off-site SEO is through posting of relevant articles as they relate to your business. This includes Guest posts. Hey, the whole idea is to drive business to your site, so use the tools that are readily available!

If this throws you in a panic due to time constraints, then considering hiring a content writer. It’s easily done and may bring peace of mind to you as you get back to focusing on what you do best, running your company.

You see off-site SEO give you ways to promote your website without actually being there. That’s why platforms of Twitter, Facebook, Instagram, LinkedIn, Snapchat (plus others) are important using links to point to your website.

If this doesn’t win you over how about this quote taken from Webenito:

“If the website is properly optimized, then you can expect your website will appear on certain keywords in search engine results in the top positions. And search engines such as Google, Yahoo, or Bing love rightly optimized websites.”

Enhancing Your Website Through Linkage

To boost your SEO presence, we’ve discussed linkage as in internal and external. What’s so important here? It provides purpose. 

By having internal links, the SEO will start ranking throughout the website, not just on the homepage. So, a link to a random blog post or a link to another service will actually bring you up in rankings. A cautionary note, go easy and don’t ruin a good thing.

When it comes to using external links however, they  too, play a big part in SEO game plan. They can increase traffic and help in the rankings. The only think I would say here is remember the old adage of “buyer beware.”

Why? Because when you use linkage from trusted websites that Google likes, you’ll start to rank higher. However, if you go out there willy-nilly and snag lower-quality websites, (typically not researched external links). The opposite can occur. (Cue up the Titanic foghorn sound…)

In addition, use of linking to lower ranking websites could even have Google looking at you in not a 
positive way. Watch out, we’ve all heard of the dreaded slap. Moral of the story be savvy with which links you choose.

BUT there is one more crafty way to get interest in your site. That happens if you use a brand name in your copy. It has been known to elicit a click from a random query or two. sneaky, huh?

Let’s Talk Digital Marketing

If you haven’t noticed by now digital marketing is a fancy way of saying what tools, you using to communicate to your audience. We’ve already discussed probably the one big tool of all…SEO.

But did you know all the other ways you can utilize digital marketing, some which we have already discussed today?

That’s right. Social Engine Marketing (SEM), Social Media Marketing (SMM), and content marketing. You know what I’m talking about: the blogs and articles you’ve posted. This also will include any videos you have used.

But wait, there’s more! If you want to fully accommodate the digital market, you might want to add:

• Email marketing
• Online Pay-Per-Click (PPC) advertising
• Mobile marketing
• Affiliate marketing

All of the above have advantages and disadvantages.

If you’re unsure, start with one and go from there. I’d suggest beginning with a series of emails to your customers and targeted audience is a suitable place to begin. And remember, if you’ve hired a content writer, they’ll know what you need and can take that worry off your plate.

But Let’s Not Forget Traditional Marketing Has Perks Too

Traditional marketing is not dead! No, and if used successfully, can bring more and diverse ways to get eyes on your website. I’m talking about radio, television, and community mailers.

Here’s a stat from Zimmermarketing.com you might want to consider:

“93% of U.S. adults aged 18 and older listen to radio every week. Despite the prominence of digital technology, radio is still the leading reach platform, ahead of TV (88%), PC (50%), smartphone (80%), and tablets (37%).”

So long live the King!

Another terrific way to utilize traditional marketing is with community mailers. People love this stuff, especially if it’s colored flyers that are attractive to see. Depending on the size of the community you live in, there is a potential of being in thousands of homes. You might want to try using a coupon from the mailer to drive traffic your way.

To summarize, SEO is more than just digital. I think this blog has given you a plethora of ways to maximize the strength of SEO and Digital.

I’m gonna go out on a limb here and say, I think many folks believe that SEO is like the all-powerful OZ.

In a sense their right, much of what SEO does is behind the curtain. The key thing to remember is how well you manipulate all the parts to magnify it to your benefit.

If this is not in your wheelhouse, then seek out the experts. Web developers eat this stuff daily and love to share their knowledge. All you have to do is ask.

So, to get back to the original thought, is SEO is more that just digital? I’d say that’s a resounding “yes,” and we’ve just shown you why.