HEO Before You SEO

Search engine optimization (SEO) isn’t just about optimizing your web presence for search engines (that’s important of course!); it’s also about optimizing for your human readers and understanding how humans use your website. Or, what I like to call, “HEO” – Human Experience Optimization. Wish I could take credit for the coined phrase; alas it’s been used before.

Here are Five Things You Need To Know or Do Before SEO

1. Know Your Unique Value Proposition (UVP). According to Wikipedia, “a value proposition is an analysis and quantified review of the benefits, costs and value that an organization can deliver to customers and other constituent groups within and outside of the organization”. In other words, your value is what makes you relevant, worthwhile, and beneficial to current or potential customers. Additionally, it can explain what sets you apart from your competitors and why customers should pick you over the competition.
2. Know and Own Your Message. Choose a message and stick to it. Don’t waffle. The message will, naturally, convey your UVP. But it is a brief statement that says “This is who we are, what we do, and why [you] should pick us.” The message needs to be clear and understandable to all who read it. Don’t weigh it down with jargon or fancy words. Uphold that message – in your branding, on your website, off-line – everywhere!
3. Know Your Target Market. This seems like a no-brainer really. But it’s super important to know WHO you’re talking to and cater your website’s content and offerings to them and their expectations.  This is actually where Social Media is becoming handy. Social Media is allowing us a unique opportunity to listen to our marketplace in real time. Check the pulse of your target market by listening on Social Media channels such as Twitter or on blogs.
4. Be Real. Today’s connected consumer is as savvy as ever. They can spot a scam or a bogus website a mile away. You don’t have to be over the top to get your UVP or message out there. You also don’t need to be wordy – give people what they want or need, in a genuine way, without wasting their time!
5. Install Google Analytics on your website. Believe it or not, we talk to new clients who don’t already have Google Analytics installed on their websites all the time. You don’t need to be an advanced analyst to understand Google Analytics. Reviewing your analytics regularly can provide insight on how viewers are getting to your website and how they are using it. This intelligence should help shape how you change and/or optimize your website in the future.

In summary, don’t get caught up in “Marketing Tactics Gone Wild”. Stay true to yourself and your customers – give them what they need when they need it and you’ll see good results from your web efforts.

Need to HEO your web presence? Contact us today.

Marilyn Moran is an Internet Marketing Consultant for Dinkum Interactive. With more than 15 years online experience and over 10 years in developing & marketing websites and Internet communities, she has spent the past 4 years focused on Web Strategy, Search Engine Optimization, and Social Media Marketing.  Additionally, she is an officer in the Philadelphia Chapter of the Social Media Club and sits on the Board of Directors for Philadelphia Area New Media Association. You can reach her at [email protected]

Kelly Dunning is a Sales Consultant for Dinkum Interactive. With 10 years experience in sales and marketing, she keeps Dinkum’s new accounts, and Rick, in tip-top shape.