Are You Throwing Money Out On PPC? Here’s Why You Should Be Using SEO in 2019 | Tom Casano, SEO Consultant and Strategist

Introducing SEO marketing master, author, and founder of Sure Oak, Tom Casano on this week’s episode of the Garlic Marketing Show. We’re big fans of search engine optimization and we’re excited to spill our SEO nerdiness with a fellow SEO master.

In this day and age, research is at the tips of our fingers through search engines like Google, Bing, and Yahoo. Looking for a new computer? Google it. What’s the best price? Google it. What’s the ‘average’ price for the BEST computer? You get the idea. During the research process, searches start to get more and more specific. Optimizing for specificity can bring the RIGHT clients and actually convert. Generating lots of traffic is nice, but actually converting those clients is even better.

“Determine your business KPI. It may not matter if a page has 1000 visitors or 10. What matters is the number of valuable conversions from it. A keyword with fewer searches could have more conversions. The intent of the keyword determines where the customer is in the sales funnel.”


The Buyer’s Journey

A customer’s next purchase is a search away. With all the competition on the internet, SEO may seem like a lost cause. Maybe your business, product, or service isn’t on the first page of Google. Don’t worry, it’s not always a bad thing. Tom shares SEO solves a pain point. What does your product solve, answer, and guarantee for your target audience? Determine your business goals and work backward through the sales pipeline. SEO is a key component to sealing the deal and determining where the customer is in the sales funnel (buyer’s journey).


Is SEO dead?

SEO’s ‘death’ is an old cliche that has been greatly exaggerated. If anything, people search NOW more than ever. Especially with the integration of voice search and voice commands. All demographics can search and find answers.

The ‘search’ is here to stay. New products, best buys, and competitive prices are only increasing because of the ‘search’. Don’t run from the search engines, they will find you, and the best product for you.

If you’re a business, cater your searches towards your target audience. Overgeneralized searches will either not rank or bring dead leads.


The Most Powerful Acquisition Method

SEO should cater to your target audience, to generate leads and drive traffic. Due to the vast amount of resources on Google, SEO is constantly changing. However, it’s not that SEO is changing per se, it’s evolving. SEO evolves the best searches for the right customers. Evolve your SEO for your RIGHT customers. You may be optimizing for attention, but it’s the user intent that converts. With this being said, attention AND intention are both vital tools for the sales pipeline.

We’ve shared a peek into Tom’s SEO mastery, but it’s nowhere close to giving him the justice he deserves. Listen to Ian and Tom geek out on SEO and why SEO can transform your marketing platform on this week’s episode of the Garlic Marketing Show.

What You’ll Learn:
  • How to stay up to date with SEO
  • Keyword research
  • Vanity metrics
  • ROI of SEO
  • Attention vs. Intention searches

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