What is SEO, and How Does it Fit Into Your Marketing Strategy?
- Rhiannon
- Jan 5, 2023
- 4 min read
Updated: Apr 16
If you've spent hours writing blog posts, crafting pins, or putting together Etsy listings, then you have probably felt the frustration when they don't get the views, clicks, or sales you expected. The problem is very likely to - at least in part - be due to a lack of search engine optimisation (SEO).
In this guide, I will introduce you to SEO, and outline how it works. I will also show you how search engine optimisation can slot into your marketing strategy, even if you're a busy independent business owner or service provider who is already spinning all the plates!
In this guide:
What is SEO, and how does it work?
The aim of SEO is simple: you want your content to rank (appear) as high as possible for relevant search queries.
Many websites, apps, and platforms use search engines to help users find specific content. For example, you can search for a product (this is known as a query) in Etsy, and it will give you a series of relevant products. You can search for a question in Google Search, and it will give you a list of websites.
These platforms use algorithms to determine which content is most relevant to the query. Understanding how these algorithms work is key to being able to optimise your content, and getting it found in the search engine.
Whether you are selling on Etsy, building your audience on Pinterest, or trying to drive traffic to your website from Google, you will need to understand what SEO is, and how it works.
Getting Started with SEO
When you get started with SEO, you will need to carry out keyword research, to identify relevant and attainable keywords to target. You will also need to have an SEO strategy, so that you know which pages will target which keywords, and when you will carry out the work. I have several guides on my website, which show you the essentials of SEO.
How Important is SEO to your small business?
When it comes to Google Search, the average top-ranking result has a click-through rate (CTR; or probability of being clicked) of 9.28%, which declines rapidly as rankings decrease (Source: ahrefs). So, the higher your website ranks, the more organic traffic it can drive from Google Search.
The same principle applies to other search engines: the higher your content ranks, the more likely it is to drive impressions, clicks, and sales.
If you want to build your brand visibility, grow your audience, and drive traffic to your website without using ads, then SEO is going to be critical to your marketing strategy.
Don't forget: SEO is not just about getting found in Google Search. Pinterest, Etsy, Amazon, and many other platforms use SEO.
How Does SEO Fit Into Your Marketing Strategy?
I teach all my clients to use their website as their core marketing channel. So, their website has a key role at all stages of the buyer journey. SEO has two main functions in the marketing strategy I teach my clients:
Firstly, it helps your website get found by people who are actively looking to purchase products or services. These people are aware of their problem or desire, as well as the solution. They already know what they are looking for, and are actively searching for the product or service that will solve their problem, or fulfil their desire.
People searching for products or services tend to use "commercial keywords". These keywords directly describe products or services (e.g. "tweed jacket", "SEO services", "dog training in hampshire").
Secondly, SEO helps your website get found by people who are looking for information or ideas related to your niche. They have a problem, but they don't quite know exactly what the solution is. They aren't necessarily seeking a specific product or service at this stage, but they may well do so in the longer term.
People searching for information or ideas tend to use "informational keywords". These keywords describe ideas, questions, and requests for information (e.g. "Cheltenham festival outfit ideas", "how to get found in Google", "how to crate train a dog").
The graphic below illustrates how SEO fits into your marketing strategy. Once you have driven traffic to your website pages or blog posts, you can then drive email subscriptions and conversions via the website.
Quiet Horsepower: The Aligned Growth Programme by Purple Horse Marketing
SEO is so much more than a marketing buzzword or a "nice to have". It is a central part of an introvert-friendly marketing strategy that drives organic, relevant traffic to your small business website. With SEO, you can captivate an aligned audience who are actively seeking the offers and expertise you provide.
If you're ready to make SEO work for your business, then Quiet Horsepower is the programme for you. I teach introverted independent business owners how to drive organic, relevant traffic to their website from Google Search in an accessible way. Then, I help you transform that traffic into your dream clients and ideal customers through blogging and email marketing. By the end of the programme, you will have an aligned marketing system that helps you drive traffic, leads and sales authentically and without the overwhelm of constant content creation.
To get started, simply book a complimentary discovery call with me to talk through your marketing challenges and goals, and explore whether Quiet Horsepower is right for you. There is no hard sell, and no obligation to work with me - this is simply an informal chat and an opportunity to get to know me.
Not quite ready to chat? No problem. Why not subscribe to my email list instead, to hear more introvert-friendly marketing tips from me, and receive your free AI prompt kit. It will help you draft, refine, and repurpose SEO-friendly blog content without stress or overwhelm.
You don't have to hustle, shout, or show up everywhere to grow your business. You just need a strategy that works with you, not against you.
