What is SEO? Short for search engine optimization, those three little letters have been known to make business owners mutter four letter words under their breath. (It’s me, I’m the business owner). Shaping up your digital presence does take a little time and effort - but it’s worth it and it doesn’t have to be overwhelming.

Getting your business found online is one of the most important things you can do for your business.

Imagine you decide to try a grocery store you’ve never been to before. It’s located in a strip mall, but there are no turn lanes off the highway. You drive through a median maze until you finally find delivery truck lane and cut through there to the parking lot. The lot is chaos, with no clear lines and multiple potholes. But you find a “spot” and walk inside.

You see a sign for fresh peaches so you head that way, only to find yourself in an aisle full of peach jello. The shelves are a mess and there’s a stack of pallets on the floor. Ok, no fresh fruit, it’s a bummer but it’s fine.

You wanted to grill for supper so you make your way to the meat counter for some hamburger. Next to the counter is a display filled with condiments…. For breakfast foods. You don’t want syrup and jelly on your hamburgers!

You ask the meat clerk to slice up some cheese for your burgers. You are told that you’ll have to go across the store, through a door, down a hall and to the left to get to the dairy department. He also says “By the way we’re having a sale on B9 vitamins, I think they’re in aisle 6, you should check it out!”

No thanks, at this point the only supplement you need is a stiff drink so you leave the store and grab take out for dinner.

Whyyyyyy did I take you on this terrible shopping journey? Let’s contrast it with a great grocery store. The aisles are clean and clearly labeled, products are grouped (anyone else want the Nutella next to the bread??) and the competent staff anticipates your every need.

This [in a chocolatey hazelnut shell] is SEO. It’s attracting your audience to your website by making it easier to be found online by a search engine. So what are search engines looking for?

1) Optimized Listing - Can they pull in the lot and find a parking space?

2) User Experience - Is your website attractive and easy to navigate, or are there some orange jello boxes you need to restock?

3) Keywords - Are your aisle clearly labeled? Keywords are what people are typing in when searching for a site like yours.

4) Relevant Content - Don’t sell hamburger shoppers vitamins, sell them hamburger buns :)

5) Location - Is your Nutella next to your bread or in the bathroom cleaner aisle?

Over the next few articles I’ll be walking us through some tips for strengthening those specific areas of your website. You can make a few simple changes to strengthen your online presence. Let’s simplify the process and implement a few key strategies to drive web traffic to your store!