How to Use SEO For Growth on #MarketingNerds

In this Marketing Nerds episode, SEJ Executive Editor, Kelsey Jones, was joined by John Jantsch, founder of Duct Tape Marketing and co-author with Phil Singleton of the new book SEO For Growth.

Tools Mentioned In This Post:

SEJ has no affiliation with the tools mentioned.

• KeywordTool.io
• Buzzsumo
• Wikipedia
• Google Keyword Planner
• AnswerThePublic.com
• Feedly

Your new book is called SEO For Growth and so to kind of kick it off, do you mind giving us an overview of what it’s about?

John: Obviously, the word SEO means we’re going to talk about search engine optimization, but we intentionally chose the word growth and, by the way, I have a co-author on this book, Phil Singleton, practicing SEO pro, but we intentionally chose the word growth because that’s a strategic word and what we’re really trying to do ultimately with this book is kind of raise the level of how people think about SEO.

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It is all about how we think strategically now about search engine optimization and how it has to inform and integrate with many of the other channels for any of them to work effectively. Anybody who has spent 10 minutes trying to do some search engine optimization realizes that you can’t do it without great, consistent, a plan for content marketing, so that’s really what we’re trying to do. The subtitle of this book is The Ultimate Guide For Marketers, Entrepreneurs, and Web Designers and our belief is that all of those people need to be involved in the strategic thought process of how everything we do online is integrated and SEO is in some ways the glue to hold it all together. Internet Marketing Institute in Jaipur
Kelsey: Whenever I worked in companies, a lot of times the whole area of search was siloed and so it really is a process trying to get all these departments to work together and to realize how they can help each other, like sales and customer service, I always tell my clients are great resources for content and figuring out what people need and what they’re searching for.
John: There’s no question about that. In fact, a lot of these organizations really struggle today because they’ve got one marketing person who’s supposed to produce all the content about a product he or she doesn’t really know anything about and those engineers and customer service people and sales people are like fountains of content if you could just find the right way to channel it. search engine optimization Institute in Jaipur
Kelsey: Exactly. It is a process for sure. Regarding when somebody talks about business growth, it sounds bad but a lot of times I don’t even necessarily think about marketing or think about search right away. A lot of people associate the word growth with sales, and so what are some areas that search specifically can help with business growth to kind of move past that mindset?
John: I think there are a couple. There’re some very tactical things I’ll talk about, but I want to stay on this topic of strategy because I think that some of the foundational SEO practices or elements actually help you do a much better job at understanding messaging, at understanding who your ideal client is, on understanding the journey they take, the intent that they have when they go out there searching.
A lot of times I think knowing that information and knowing the questions that people ask repeatedly and how they move from each stage of the journey is really one of the best ways for you to create an overarching marketing plan that is going to help you attract the right ideal client with the right message and it’s not just about, “Hey. We showed up on page 1 for this important search term.” I think it can help you identify the core messaging that you should be creating to hopefully attract that ideal client.
Kelsey: I agree because whenever messaging is consistent across all channels, whether that be sales material, your website, PPC ads, social media, it not only shows off your company as more professional but it also helps your messaging stick in your audience’s mind a lot better. learn web design in jaipur