I’ve heard many consultants use a variation of the phrase, “let’s date before we marry” when trying to get me to sign up for some sort of trial period. It’s a nice tactic and I’ve actually used it successfully myself.
The reason it works is because choosing a consultant, or really any business, is just like the process of dating to find your perfect match (i.e. your husband or wife). Here’s what almost everyone does:
- First, you narrow down the options based on your own preferences.
- Second, you confirm you’re a good match for the business. In other words, determine if they can help you in your particular situation.
- Third, you run a background check to make sure the business is legit.
And that’s pretty much what we all do when we’re looking for someone to date right? We focus in on the candidates who fit a particular mold we’re looking for. Then we make sure we’re a good match. And finally, we conduct some form of background check usually by asking friends and family.
Now, if you agree the process of finding a business is like dating, then we can apply this concept to search engine optimization (SEO).
Phase 1 of Dating & SEO
When prospects are searching in Google to find a business, then they’re in the first phase in the dating process. They’re trying to find businesses that are a good fit based on their preferences. So how do you know if your business is a good fit for what they are looking for?
Easy… the keyword the prospect types into Google will tell you all you need to know. This is why keyword research is so critical. You need to make sure you’re focusing your SEO efforts on keywords where your business is a good fit for the prospect searching. Otherwise you’re wasting your time and money.
Phase 2 of Dating & SEO
After the prospect searches in Google, then she’ll click through to your website to “check you out.” Now we’re into the second phase. The prospect is trying to determine if her needs match what you’re offering. So how can you match your offer to the prospects needs?
Again, you can use the keyword here. If the prospect is searching for a “subzero appliance repair business” then wouldn’t it make sense to focus your page all about your Subzero repair service? That would perfectly match the prospect’s needs.
So the key takeaway here is to optimize different pages on your website for the different keywords you want to target.
Phase 3 of Dating & SEO
OK, now we’re into the final stage. Nowadays, it’s really easy for prospects to do a quick background check by typing your business name into Google. That’ll usually do the trick, but if not then “[business name] + review” is a nice search to see if there are any negative reviews floating around online.
We actually do this at Main Street ROI before we take on any private clients to make sure we only work with reputable businesses.
Now, if you do this and you find search results that could hurt future sales (i.e. negative reviews, blog posts, videos, etc), then you have a problem. Even if you truly provide excellent products or services, then there’s no way to avoid disgruntled (and in some cases crazy) customers. The best way to combat the negative content is to crowd it out with more positive webpages.
This strategy is called search engine reputation management and you can learn more here: Search Engine Reputation Management – How to Combat Negative Content.
What Do You Think?
Do you agree SEO is like dating? If you found this article helpful, then please like, share, and comment below. I’d love to hear your thoughts on this topic.