Digital Marketing: Build an Audience, Grow Sales With SEO

Since its early days, the Search Engine Optimization (SEO) industry hosts a slew of enthusiasts and critics. Gurus and experts who promise the moon and have not delivered have negatively affected the public’s opinion of the industry. Yet, not only has SEO survived, it is thriving.

Regardless of opinion, 30 to 40 percent of any company’s web traffic results from the efforts put forth to optimize search results. Experts suggest businesses will spend approximately $72.02 billion in 2018 on SEO efforts.

Steps to self-managing SEO on a limited budget:

1: Think SEO if you’re looking for sales or an audience. Search engine optimization is the energy put forth ensuring that when someone is searching for you online, you can be found. It is essential to define your target audience. Knowing your demographic helps to better define appropriate strategies and prioritize content to the forefront.

2: Customer discovery is key. The challenge for many founders designing their own SEO and marketing is the need to communicate products in ways that the customer market thinks and searches for it. Provide content and tools relevant, needed and useful to the target audience. Ideally, invest and promote keyword research based on audience needs and wants, not solely on content readily available on the website.

3: Recognize SEO is a competitive field. Each search inquiry changes depending on what the search engine perceives the searcher’s intent to be. Identifying who is competing for a keyword topic can tell you what type of game is being played and whether you should even step on that field. It is comparable to Formula 1 racing. Each time the top Google search result is achieved, a company can be certain that it is displacing every other result on that first page and odds are high the competition is prepared to fight back.

4: Know the rules are ever-changing. SEO is an effective tool for competitive businesses thriving and seeking challenges. Each morning at work, possibilities exist that the entire industry may be flipped on its head. But that is what makes it so worthwhile.

5: The secret sauce to vetting a consultant. Choosing a consultant can be murky territory, but it is clearly essential to achieving viable results. Be aware when vetting your personal consultant; check past projects and competitor analysis. Realize generalities do not work because SEO rankings are very specific. Heed warnings that the optimization costs for a website-gone-wrong can be costly.


Eryck Dzotsi is a seasoned digital marketing professional with 12 years of global experience. He developed growth strategies for leading companies including Comcast, MassMutual, Sanofi, Kohler and others. He authored The Remote Worker’s Guide to Excellence and How to Manage Remote Workers, written to support the 35 percent of global employees who work remotely.