SEO 101: “Pull” marketing doesn’t mean “easy”!


Pulling can be hard!

Pulling isn't always easy

First of all, let’s define SEO. SEO stands for Search Engine Optimization, the process of making a web site its most findable.

The beauty part of SEO is that it’s mostly about “pull” marketing. Pull marketing helps consumers find products and services they’re already looking for. Like Google AdWords. If you enter “red herring” into a Google search box, along with Google search results will appear ads from vendors who are selling something related to “red herring.”

You’re all too familiar with “push” marketing — from snail mail to e-mails to commercials, in-your-face sales throws a wide net and hopes to catch a few fish. Many people believe that “push” marketing is dying and that the future is all about pull marketing.

I think pull marketing is a byproduct of the Internet age. Pull marketing is a sexy concept, but we won’t be able to get by without at least little “push” as well.

For instance, even if you create a pool of potential consumers who have all been “pulled” to you, you may still need to “push” a bit to maintain their attention and close a sale. For instance, you may send out newsletters, discount codes, and reminders. Push. You may also need to run print campaigns in your local newspapers and magazines. Again, push.

So, pull marketing is often thought of as the kinder, gentler, sexier way to sell. But don’t think for a moment that there’s not an underlying, fierce battle to win your attention.

Pull marketing can be hard!

For one thing, suppose you sell flowers. A customer enters the search phrase, “buy red roses Richmond VA.” Just because you have “red roses” several times in key places on your web site may not cut the mustard! Know that the web sites who use the EXACT phrase “buy red roses Richmond VA” will come up ahead of you in search engine results.

Somewhere on your web site you’ll need something like, “Looking for a florist to buy red roses in Richmond, VA?” Or “Jones Florist — the best place to buy red roses in all of Richmond, VA.”

So, if you’re interested in ranking higher in search engines such as Google, start listing words, word clusters, and phrases that you believe customers will use to find your services and products. Next, we’ll talk about how to use — not overuse — those words on your web site.

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