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May 24, 2021

MM | The Basics of SEO

MM | The Basics of SEO

*Episode previously recorded and released as part of Kristina Stubblefield's Genius Marketing Solutions podcast.

In this episode, Kristina breaks down the basics of SEO… what it is, what it means, what it can do for you and how to implement it.

SEO is a detailed ever-changing set of practices that gives your business a shot at the search engines. Listen to this episode so you understand the basics of what it is, how it works and how to implement it.

We are talking about SEO in this episode! Don’t let those eyes glaze over just yet! We are breaking it down for you in understandable terms. So if you want to improve the quality and quantity of your website traffic and leads, you won’t want to miss this episode!

Stay tuned! We are talking about the importance of SEO this week. Listen in to hear how your business can cover more ground and come across more credible by coming up organically (without paying for it) with a little search engine optimization.

BY THE TIME YOU FINISH LISTENING, YOU’LL UNDERSTAND what SEO is, why it is important, how it works, how to utilize it to optimize your website and how it will continually deliver for you when you initiate using it.

Visit our website to send us a message or record a voicemail and share with us your marketing pain points or any topics you would like to be considered for an upcoming episode.

Connect with the host:

Kristina Stubblefield -
instagram: @kristinastubblefield_
facebook: @kristinastubblefieldpage


Kristina Stubblefield  0:00  

We are talking about s e o in this episode. Now don't let those eyes glaze over just yet. We are breaking it down for you in understandable terms. So if you want to improve the quality and quantity of your website traffic and leads, you won't want to miss this episode. Welcome to genius Marketing Solutions podcast. Hi, my name is Kristina Stubblefield. For over 15 years, I've served as a marketing strategist in coach. Also, I was once a wedding vendor. In my podcast episodes, I'm providing bite sized, digestible marketing solutions and information that can be immediately implemented and make an impact on your business. Now, let's dive into this episode. Today I'm going to talk about a topic that isn't a lot of people's minds, but they don't understand what it is. They know it's important. And they know that they really need to, but they shy away from it. And what is it? s e. o, also known as search engine optimization. And I think over the years, people have just felt that when they try to learn more about search engine optimization, that everything that they find out there talks so over their heads and get so technical, they don't even understand the words that they're reading, more or less, how to implement it, what is it? What can it do for me. And that's why I wanted to dive into this topic. But I want to tell you, I am going to try my very best to break this down in an understandable way that you can at least know what it is. And the other part of that is some of the basics. Because you can know in your mind, I need to market my business, I need to use search engine optimization, I should be running social ads. But if you do not have any kind of understanding of how they work, or what they are, how can you know if some if you pay someone to do the service for you, that you are getting anything. And I say this, there are several wonderful companies out there that are offer search engine optimization, okay, let's get that out of the way. Wonderful companies out there that do search engine optimization. There is also other companies out there that say they do search engine optimization or can help you with SEO? How would you know if they're doing something that you're paying them to do? So having some kind of understanding about it is very important to your business. Now, do I expect you to listen to this podcast episode, and hop off here and immediately do search engine optimization. I'm not saying that. But what it is for business owners or marketers is to understand what it is, how it works, or what makes it up. And just some of the basics. You know, we talk about tools in your toolkit, you know that you can arm yourself better to market your business, talk about your business, do better with your business systems and processes. Sometimes that toolkit just contains a little bit of knowledge that you've learned. So you're putting your best foot forward for your business, because at the end of the day, knowledge is power. That doesn't necessarily mean you're going to become an SEO expert. I can't even claim to be an SEO expert. It is a very detailed, ever changing set of practices. That is vital to utilize


and at least give yourself a shot in the search engines. But how far do you need to go with it? And that is what I'm hoping to provide is some clarity, a little bit of knowledge in your toolkit that you can at least be able to have an understanding of search engine optimization. So let's hop right in. And let's start with the basics. First of all, I'm going to tell you this. If you know anything about search engine optimization, you may not learn anything in this episode, I do plan to come back and do a another one that's a little bit more detailed. But this is where I'm starting with is the very basic information. And I'm going to tell you a great resource is Maus. They have a lot of great information, especially the basics, and for beginners with SEO. So first of all, let's start with the very important question. What is this SEO term that everyone throws around? Okay, it's search engine optimization. But that doesn't mean shit to me, I don't get it. Most of the time, when people look at me, and you use the word SEO, or search engine optimization, their eyes glaze over, they have checked out, it doesn't matter the sentence or two or paragraph that you say after it, most people aren't going to pay attention, because they have in their mind. I've heard someone talk about that. And they talk so far over my head. I don't want to hear any more about it. But it really is so important that you know the basics about SEO. Okay. So SEO stands for search engine optimization. See, you learn something today. In all honesty, this is what it comes down to is the practice of increasing both the quality and quantity of website traffic. So let me say that, again, you're increasing both the quality and the quantity of website traffic. And here's what that statement means. You are getting people to your website that are looking for your business products or services you offer. They're not coming to your website, and you're a wedding professional, and they're looking for carpet. Okay, quality first. The second is quantity, you're increasing the number of people that are coming to your website, that is website traffic. You're also your exposure to your brand, through non paid. Okay, that also is organic search engine results. So let's walk through that again. So you're getting exposure for your business or your brand. Through organic search engine results. People are finding your website based on information that is out there on the World Wide Web. And I may be going over this slow and I may be repeating myself a couple times. But it at the end of this episode, you're going to realize why I wanted to take the time and talk specific about this topic, even though some people may have seen the title of this episode and said nope, I'm out skip. I am not listening to this episode. But those of you that took time to learn just a little bit about this topic, I promise you, you will understand at the end of this, why I say knowledge is power, especially when you're talking about search engine optimization. Now some people feel like SEO is completely about search engines and that alone. And honestly, it's as much about people as it is about the search engines themselves. let me dive into that just a little bit more. It's understanding what people are searching for online, what they're looking for, what are they seeking out online? And the words they are using? What type of content are they wanting to even see. Knowing this information allows you to connect to the people who are searching online for what you or your business offers. If you know your audience's intent, if you know that someone is out there on


Google or whatever search engine being Yahoo, and you know that they are looking for, let's say your wedding professional, you're a wedding planner, and they're out there looking for why do I need full service wedding planning and not day of coordination. And you know that that is something that people are going to be searching the worldwide web for, no matter what search engine, it's going to be really important that somewhere on your website, you at least have that wording there. Maybe it's an FAQ section, maybe it's an information page, or maybe it's a blog post that you address head on. This is the importance of a full service planner versus a day of coordinator. Because you're going to get organic results, because you have that wording somewhere on your website. So if you know that that's what people are looking for, or that's the words they're using, or that's the key words. That's the hot word that now people are using in the wedding industry, and it pertains to your business or your category, you need to make darn well good ensure that it's somewhere if not multiple times, on your website. Why? Because the search engine crawlers can find that information. Now Whoa, what did I just say? She talks about some kind of crawlers with search engines. I'm going to explain. Search engines are very much like answer machines. Okay. And I love the way that Moz broke this down. Okay, because they say that search engines scour billions of pieces of content, and evaluate 1000s of factors to determine which content is most likely to answer your query. What did you look up? Search Engines do all of this by discovering and cataloging, all available content on the internet, whether it be web pages, images, videos, PDFs, that's all known as indexing. Search Engine crawlers, crawl different web pages, all of the different web pages that are out there. And they index that information. And then they provide that information to the person that is doing the searching on the search engine by matching that answer, what matches up the best, that's what's going to show up in the search engine in that process is considered ranking. I bet a lot of you out there have heard the term search engine ranking. Okay. Now, I'm gonna talk a little bit more about it. But I love how Moz really said it's like answer machines. You call up, I'm looking for this, and they deliver you the information. Now, when I first started this, I talked about organic search results. Okay. And those are the ones that are earned that you earn by having good search engine optimization, your website, your content that is out there on the worldwide web is search engine optimized, optimized, you did not pay for that placement, you actually got that search engine result, because the content on your website is great. It's optimized. It's a key word. It's information that people are actively looking for. Another term that you might hear is s e r PS. Okay. And that stands for search engine results pages, okay? s e, r p. A lot of times now,


you find search engine results are filled with more advertising and dynamic organic results. Then we've really ever seen. And that can be snippets. Or people also ask boxes, image carousels. There's many other ways to look at it. But if you've heard that term, s e r p, you now know that it means search engine results pages. So for example, if you went out and you searched for what the weather is going To be in your area, the answer to that all of those results is delivered on a search engine results page. Just to give you an example. Also, one of the other things that Moz says is, it's worth notating that there are many other search features that even though they aren't paid advertising can typically be influenced by SEO, these features often have data acquired from proprietary data sources, such as Wikipedia, Web MD, and I am d be. Okay, so now that we got some terminology out of the way, I know you're thinking, why is she talking about all of this terminology? And the real question is, why is search engine optimization important? And that answer comes in different ways. So let me start by saying, paid advertising, social media, and other online platforms can generate traffic to websites, the majority of online traffic is driven by search engines. You can cover more ground and appear more credible to searchers. By coming up organically, your business shows up and gets brand awareness, you become known as that authority, because you're coming up in search engines. When people look up your business, your product, your service, maybe they have a question in regards to your business category, or why you should use someone that has this type of business, you become known as that authority in your business, category or industry. One of the other things, and I think it's one of the best things, search engine optimization is one of the only online marketing methods. When it is set up correctly, it can continue to deliver for you over time on going. That means if you put out good quality content on your website, and you get it ranked, because it has the right keywords back to what I said, when it matches when your wording on your website matches what people are constantly searching for using the search engines, you are going to rank higher organically, meaning you did not pay for your information to come up on that search engine. And over time, that content can constantly work for you. What better form of advertising or marketing for your business? Can you ask for then something that's free, you don't want to have to pay for the results. And secondly, something that constantly works for you. It constantly produces leads or sales or results. Now, let's keep going. We're not done yet. Let's keep going. The more optimized your site is, it delivers better information to search engines. So why your content content can come up and be indexed, which means it's going to be displayed more on the search engines. When I said I wanted to talk about this topic, I wanted to talk about it to give you knowledge because as I said knowledge is power. I didn't want you to end up at the end of this episode thinking you're going to be an SEO expert. Because that's not the case. I just wanted to start with some basic information. And I want to wrap this episode up


with this, this information and I think it will help clarify some things because if you've listened to this whole episode, your mind is probably swirling, trying to get a grasp on it. And you may this may be one of those episodes where you want to go back and listen again, to what I said to get a little bit better understanding. So one of the things that I would share with you is people have said to me, I don't understand how search engines work. You know, I go there I type my questions. And this information magically appears these results that have links to web pages. It doesn't magically appear? What makes that information show up there? And that's exactly what I wanted to say is when you use key words, and good quality content, that answer people's question that provides them with information. I'm not saying that you give away your trade secrets, or your special recipes or anything like that. But when you provide good quality content that provides information, or answers questions that people could be asking out there about your business product or service, you're going to come up in the search engines. Now, is there an entire algorithm behind it? Absolutely. Is there a whole technical side to it? Well, of course there is. But understanding number one what SEO is. And number two, how in the world it works is the first step. Yes, there's a lot of factors that go into organic results through search engines. But one place that it can start for every business that's listening, is with your website content. And that is one of the things that every person that listens to this podcast, can take a minute, or two or 30 minutes depending and go review your website. Do you answer questions that people typically ask you when they call or they email? Let's start there. If you get the same questions asked of you time and time again, turn that information into a way to optimize your website for search engines. And you can do that by an FAQ page. If you don't have any other way to do it, you can simply put up an FAQ Frequently Asked Questions page. Now, side note, do not put up just a PDF of the FAQ. Don't put up a picture of your FAQ, make sure you put the actual words on your website. So that what I said in the beginning of this, the search engine crawlers can crawl that content. And it start working for you in the search engines. And this is just one way that every business out there no matter what type of industry you're in, especially wedding professionals. You know, you get asked the same questions at wedding shows. When people call about your services. When people send you emails or they use your contact form on your website. Think to yourself, start with maybe the top three to five questions that you're asked if you've got 10 questions. Great. type it up, put what the question is, and put the detailed answer and make sure you use key words. Let me give you an example. back to being a wedding planner. Say one of your questions is when I book full wedding service with you. Does that include my ceremony and my reception? On your FAQ page?


The question would be when I book your full service planning package, does that include ceremony and reception? When you give your answer make sure you say my full service. wedding planning packages include ceremony planning, as well as reception planning. And then use wedding terminology. That are key words that are words that are used a lot for consumers. Whether it be I am there from the time that you start to put your makeup on, until you get in your dress down the aisle until you're at your reception and you're dancing until you're in the car for the end of the night. go into detail. Now I'm not saying write out several paragraphs for every one of your FAQ answers, but think about your answer. In those few sentences that you write for that answer, make sure you put some key words in there. Then, when I roll out the next episode on SEO, we'll take it a step further. So you can figure out how to find and know what are good keywords. But let's start with the basics. And let's start letting the search engines work for your business. Let those search engines work for your business. To provide you more leads more sales, more phone calls, more people contacting you about your business product and services. Search Engine Optimization is not something to be scared of, it is not something to close your eyes and put your hands on your ears and act like you've never heard of the word before. Because it is a very critical part of your marketing strategy when it comes to digital advertising. When it comes to on line advertising and marketing for your business. Search Engine Optimization is something every business should be using. And if you don't know why, go back about 10 minutes, and I just talked about how it can work for you on an ongoing basis, where you don't have to keep putting money in to an advertising fund. Because it works for you for free. As long as it's set up correctly. I hope that you have found this information helpful. I wanted to try to be as detailed as possible. But talking and breaking it down in a way that you can understand it. And don't be afraid to go back and listen to this episode. Don't get on yourself as in Why don't I understand what she's talking about? Am I really gonna have to go back and listen to this episode. You may need to listen to it two or three times. But the fact is you're taking the steps to market your business because the more people that know about your business, the more events you can do, the more leads you can get. And the more sales you can close. So I cannot wait to hear her everyone's feedback about this topic. It is one of those topics that I'd like to meet head on. A lot of times when I meet with people, they cringe when I mentioned this word until I explained it to him a little bit and they say no one is ever taken the time to break this down for me in a way that I understand it. And that is exactly what I love about doing this podcast is providing those little bits of information. Sometimes larger chunks, sometimes smaller chunks. Sometimes it's more knowledge than it is actually taking and using some type of software or some type of tool. But in this case, knowledge is power for your business. Until next time, everyone keep marketing and keep getting the word out about your business. And I'll see you next time. Thank you for tuning in to this episode of genius marketing solutions.


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