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Local SEO Tactics

Setting Up Your 2024 SEO Goals – 223

Utilizing SEO Strategies to Reach Your Business Goals

In this Local SEO Tactics episode, Jesse Dolan and Sue Ginsburg unpack the essentials of having an SEO strategy for 2024. Get practical tips on setting clear SEO goals, like pinpointing keywords and analyzing competitors. Learn how to weave SEO into your planning and keep a steady content calendar. With monthly check-ins and data-driven tweaks, Jesse and Sue offer a roadmap to elevate your SEO game this year. 

Key Takeaways:

  • Be intentional with your SEO and incorporate it into your planning process.
  • Start with a clear understanding of the keywords and phrases you want to rank for.
  • Create a content calendar to continually create, optimize, and update content on your website.

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Why SEO Goals Matter

Ignoring online marketing is like opening a business but not telling anyone. This powerful quote from KB Marketing Agency underscores the importance of SEO in today’s digital landscape. Just like maintaining physical fitness requires consistent effort, so does SEO. To keep your visibility and rankings high, you need to continuously work on your SEO strategy.

Key Considerations for Setting SEO Goals

When planning your SEO strategy for the year, consider the following questions:

  1. Website Goals: What are your primary objectives for your website this year?
  2. Keyword Focus: Which keywords are your highest priority for the year or quarter?
  3. Seasonality: Are there seasonal impacts on your keywords?
  4. Competitor Analysis: Are there new competitors changing the landscape?
  5. Service and Product Updates: Do you have new services or products to promote?
  6. Target Audience: Are you expanding your audience or targeting a new demographic?

Understanding Your Keywords

Start by evaluating your current keyword performance. Identify which keywords are working well and which need improvement. Consider any new products or services you plan to introduce and research relevant keywords for them. Remember, understanding the intent behind your keywords is crucial. For example, if someone searches for “wedding band,” are they looking for jewelry or a live band? This understanding will guide your content creation.

Analyzing Digital Competitors

Identify your top digital competitors by conducting searches relevant to your business. Use tools like BrightLocal’s search tool to see how your business ranks in different cities. Look at your competitors’ websites to understand what they’re doing well. Are they using a lot of images? Do they have extensive content or videos? Use this information to refine your strategy.

Developing a Content Calendar

Creating and maintaining a content calendar is vital for consistent SEO success. Your calendar should include:

  1. Technical Fixes: Ensure your website is technically sound. Fix broken links, correct wrong texts, and ensure everything is up to date.
  2. Content Creation: Regularly produce new content that targets your prioritized keywords. Avoid generic AI-generated content; instead, focus on high-quality, well-curated content.
  3. Ongoing Optimization: Continuously update and optimize existing content to maintain its relevance and ranking.

Tips for Effective Content Management

  • Batch Content Creation: Dedicate specific times to create multiple pieces of content.
  • Utilize AI Tools: Use AI for content ideas and drafting, but always add a human touch.
  • Maintain a Repository: Keep a notebook or digital file for content ideas that come up unexpectedly.

Monthly SEO Reviews

Set up regular monthly reviews to assess your SEO performance. In these meetings:

  • Evaluate Metrics: Look at what’s working and what’s not.
  • Assign Action Items: Ensure tasks from previous meetings are completed.
  • Plan Ahead: Anticipate seasonal trends and prepare content in advance.

Using Analytics

Incorporate tools like Google Analytics and Google Search Console into your review process. These tools provide valuable insights into your website’s performance and can guide your strategy adjustments.

Embrace Flexibility

SEO requires the ability to pivot based on market changes and new opportunities. For example, if you notice an increase in demand for a specific product, adjust your keywords and content to capture that market.

Real-Life Examples

  • New Office Launch: If you open a new office with a different focus, your SEO strategy should reflect this change.
  • New Product Launch: Introducing a new product means targeting new keywords and possibly a new audience.


Being intentional with your SEO planning is crucial for success. Integrate your SEO goals with your overall business strategy, and be ready to adapt as needed. By following these guidelines, you can ensure your business stays competitive in the digital landscape throughout 2024 and beyond.

Remember, SEO is the glue that holds all your online marketing efforts together. By staying disciplined and proactive, you can achieve significant improvements in your online visibility and business growth.

Good luck with your 2024 SEO game plan! For more tips and strategies, stay tuned to our future episodes and blog posts.

Jesse Dolan:

Setting up your 2024 SEO goals. We’re gonna talk keywords, your top digital competitors, content calendars, and the rigor of staying on top of this. Stay tuned, you’re gonna learn something.

Welcome back to local SEO tactics, where we bring you tips and tricks to get found online. I’m your host, Jesse Dolan here today in this episode with Sue Ginsburg. Sue, I know we’re going to be talking about SEO in 2024. Why don’t you set us up here with the episode today?

Sue Ginsburg:

Sounds great. Gonna be a good topic for everyone to hear. So today we will be talking about setting up your SEO goals for right now, 2024, or whatever your year or time that you’re listening to this. So starting with the quote of the day, ignoring online marketing is like opening a business, but not telling anyone. That is a quote from KB Marketing Agency and a really good quote at that.

To set this up, we consistently and regularly say that SEO is like going to the gym for better or for worse. You have to keep at it in order to keep your visibility high and your rank in searches high in the map path, number one, number one, two, three, et cetera. While we have the SEO reset discussion each time we, at Intrycks, have a metrics update with our clients, we do have clients who ask us what our plan will be at the beginning of the new year, at the beginning of the quarter, at the beginning of their fiscal year, whenever they’re doing their planning. At the same time that business owners are doing slash strategizing slash working on creating, developing their new business plans for the year, their new marketing plans, financial plans, operating plans, et cetera, for a business, this is also a great time to be talking about, thinking about and setting your SEO goal.

SEO goals for the year while you’re in this mode of thinking and planning. What does this mean? Some of the questions that you might be thinking and considering are what are the goals for your website? What is your focus for this year? What keywords are your highest priority for this year or this next quarter or whatever the period you’re looking at?

Do you have any seasonality that you want to consider here? Is there seasonality impact for your keywords? Any new competitors changing the landscape? Any other changes in your landscape? Any new services or product offerings, expanded audience and or a new target audience? And the list goes on and on. As you’re thinking about these things, it makes a lot of sense to think about what the focus is of your SEO and make sure that it’s consistent with the other plans that you’re making and planning on executing. What does this all mean for content? The overarching question is, where does your SEO plan fit into your business and your business plans for the year? So with that thought in mind, let’s see what Jessie has to say as an SEO expert and a business owner and somebody who is very thoughtful about planning.

What are we gonna do? How are we gonna execute it? How are we gonna reach our goals? And of course that includes SEO to support the business goals for the year. So Jesse, what can you tell us?

Jesse Dolan:

Well, first I do want to say that even though we’re talking 2024 and there may be some specific things that we go through here, you made a great point. This is kind of best practices period, right? 2025, 26, whenever you’re listening to this, this is going to be kind of an SEO 101. Here’s some things to get in line with your plan for the year. And then secondly, that is probably an underlying tone for all of this is this is a plan. There’s going to be some rigor. You know, some discipline that you have to follow it. We’re not just listing out a few things to do. We’re talking about your plan for 2024, you know, what areas to look at, what areas to start executing. And some of those will be ongoing, right? You’re cycling back and going through it. So a couple of precursors there. And yeah, if you’re a business owner, a marketing manager or, you know, working on your own stuff here, um, just think about that. There are some chunks we’re going to do early and then there’s some chunks. We’re going to repeat down the road and you just don’t want to get lazy in that part, right? You want to make sure yourself or your team is doing this constantly. We’re not saying this is your, you know, setting up your 20, I’m sorry, setting up your SEO for this month. We’re talking about it in a year spectrum here. So really, really keep that with through this episode. And I think we do have to start with the basics.

If we’re talking about a plan, what are we going to do for SEO? You should really start with what keywords, what phrases, you know, what kind of intentions, things like this that you do wanna rank for. You should have a list of products, services, keywords. You know, these things should kind of be in the front of your mind. But look at what you’re ranking for. Check some related keywords that seem to be maybe doing poor. Just really take a look at your current keywords. We’ll just call it that going forward. And just get your lay of the land, right? What’s working for you, good. What’s not working for you? I assume you mentioned maybe some new products, new services for 2024, if there’s some seasonality, that stuff should come into play also. If you, here we are in the spring Sue, if you’re looking at next fall or maybe fourth quarter, Christmas shopping, holiday season is kinda in your wheelhouse. You’re gonna wanna start planning for that now. What are you ranking for? What aren’t you ranking for and getting ahead of that? Things like that.

So get your list of your keywords really and understand where you’re good and where you’re bad. And then think about what doesn’t exist on that list of keywords. Find your gaps, right? Again, if you got a new product, new service coming out, maybe some new idea you wanna test, do some keyword research, add those keywords to your mix. So really two big buckets here. One is the keywords that you’re already aware of, whether it’s good or bad shape for you. And then what things are you needing to add to your marketing agenda for attacking new keywords and new product areas going forward?

And I did mention intent. Sue, I know you know what we mean. Let me say this, but for everybody else listening, there is that classic example that we always use of a wedding band. You know, if you’re looking for a wedding band, does that mean you’re looking for a piece of jewelry? Or does that mean you’re looking for a live band to play at your wedding? As a marketer, think about what it is that you’re offering and think about the intent of what it is, right? So go a little deeper than just that keyword and understand the intent of the patron when they’re coming to find your product or service. What are they looking for? What’s the spirit of it? And when you think about that, then think about those related keywords and how to expand in that area to make sure you’re clearly identifying what it is that you wanna get ranked for. Another way to think about intent is also, is this something that’s showing somebody how to do a thing, how to fix a thing, how to learn about a thing? Is this just educational? What is the intent of the content that you’re gonna put out there around that keyword?

So first things first, get a lay of the land on your keywords. Next area I wanna talk about is assessing your top digital competitors. Again, not the little black book of people that you may know about in the industry. So we run into this all the time with clients. But actually doing some research to find out who your top digital competitors are.

So yeah, you’re gonna wanna do some searches and just find out again who your digital competitors are to take that into account. So you know who you’re competing against. We’ll circle back to it later, but we’re gonna try to glean some information off of those top digital competitors as well.

Sue Ginsburg:

And one great tool to use, if anybody knows or doesn’t know about this is Bright Locals search tool, where you can put in your what you’re searching for, where you want the search to be from, what city you want to be checking, not necessarily where you are, and do a search that will show up that will show the searches. It’ll show the results as if you were searching from that city. And it will be agnostic. So it’s not like it’s, it’s you doing the search. It’s just doing a generic search. Which will give you really good insight into who’s showing up for that keyword search from whatever city or market it is that you’re, you’re putting in. So Bright Look, Bright Local has a great tool that you can use for this and it’s free.

Jesse Dolan:

I highly recommended, you’re gonna wanna check out the MatPak listings, right, for where your Google Business Profile is or isn’t ranking or who the competitors are there, and also the natural results under that. We’re gonna wanna find out just, yeah, who is your top digital competitors, throw a few searches out there, grab that data, and actually we’ll just get into it now. What we’re gonna do with this, why is this important? We wanna figure out what your top digital competitors are doing that you’re not, right?

So again, if you have three or four that just keep popping up and are ranking pretty good in the map pack, in the natural listings, do some investigation on their pages. This is a little bit of manual work, right? There’s tools out there to do some of this for you, but at the end of the day, if you’re trying to get a beat on this, this is knowledge. That’s great to have in your head. Just take a look at these pages. What are we looking for? Are they full of images? Do they have videos? Is there a ton of text?

Just look at them and try to say what is similar about these because Google is showing these results because they favor them. These are dominant businesses in search, they’re giving the best information. Like whatever all these reasons are, you need to try to read the tea leaves of Google, compare what they’re doing in common with what you’re not doing and take that as well. So a couple of things here that we’re doing so far for 2024, right? We’re definitely making sure we know what keywords we wanna be ranking for, for our existing products and services, what else is coming on the pipeline? Let’s take a look at our top digital competitors to see what they’re doing on their websites and how they’re ranking compared to ours.

Also, look at their keywords too, while you’re in there, what products and services do they have? Are they going after some keywords by pages on their website that they’re not ranking for? Just kind of learn their strengths and weaknesses and what they are and aren’t doing and really try to glean as much information off of them as possible leads us to our next thing that we’re going to go ahead.

Sue Ginsburg:

You know, before I leave that, Jesse, I was just going to say, when we have our metrics reviews, this is something that we always look at. If there is a competitor that our client says they don’t even do what we do, or they’re telling us can’t understand why they’re ranking ahead of us, well, we look into that, some of the things we may find are.

They have a lot more reviews than you do, or their location might be closer to wherever the intense area of your clients are, or maybe they have a keyword in their name that you don’t, but this is absolutely something that we look at in a lot of different ways in addition to the way that you’re talking about.

Jesse Dolan:

And then we could go down, you know, 30 different things to look for. We’re not gonna do that in this episode to keep it as, you know, brief in that regard as possible. But so you’re hitting on some great examples. And at the end of the day, there is going to be something, you know, that they’re gonna be doing that you’re not. And that’s just it. We wanna find that. We wanna really look at that and study that hard.

So now you’ve got keywords, now you’ve got competitive information, and we need to basically put all that into some type of a content calendar. There’s really, if we distill down two big buckets of things to put your website to-do’s into, one of them is gonna be fixing anything technical, right? That’s broken immediately right now. You know, if you’ve got, you know, broken links or wrong text, just whatever it is, you wanna get your website up to speed. Let’s presume you’ve already done that.

Now we’re looking at moving forward for your content calendar. You’ve gleaned some information from those competitors. You’ve identified which keywords you need to work on. Now we need to start producing and optimizing and creating more content for your website. If you’re chasing new keywords or growth goals, whatever it is, more content is going to be better. We don’t want to just blindly put out content. We don’t want to just dump a bunch of AI generated crap content. That is not what we mean. But, if you have a page on your website, or maybe you even don’t, right? But even if you have a page and it’s just not ranking in Google, there’s a problem with that content in some way, shape or form. So we’re going to have to modify it or produce new content. If that page doesn’t exist.

Now, how much you can do is going to be completely up to you with your bandwidth, with your resources, with the scope of what needs to be done, but you need to develop some type of a calendar and chip away at it with ChatGPT or other AI-based tools, it’s even easier to create content nowadays. We don’t recommend just using straight up AI content on your website at all, but the way we try to phrase it up is it’s a lot easier to edit a piece of content that maybe AI has created that didn’t create one yourself, right, from a time and energy standpoint. So don’t be bashful about using AI assistance to generate new content.

Jesse Dolan:

but always make sure that human magic is sprinkled on, right? That you’re still curating that page, maybe grabbing some of the content, that chat or something else may produce for you. But think about how long it’s gonna take to create or revamp a page or these pages on your website and get some kind of a calendar going. We would love to see you putting effort into this every month. Now, there’s some stuff you’re gonna wanna do right now today. There’s some stuff you’re gonna wanna do, you know, third quarter this coming year.

And there’s some stuff you don’t even know that you need to create yet. Cause as you go through this, you know, iterative process in August, you’re taking a look at what’s working, what’s not. You may think of a new page that you need to create at that time as well. So don’t get overwhelmed with the amount of content. You’re gonna wanna have some kind of a list of content and pages to create and revamp. Get some kind of an order to it and start chipping away. Block off in your calendar. If you wanna batch these and do multiple, or if you can only do two hours a week, one day a week.

Whatever’s going to work good for you and working for your schedule. Um, one of the big challenges that we see is, is people just not having that discipline and rigor to continually do it. Always a good push on the front side. It’s always easy when we’re motivated and energized to work on something like this. Um, but really one of the key secrets for ongoing SEO success is continually looking at your content, continually working on your content calendar, uh, to improve update and create this because nothing out there in the marketplace stays static. Even if you have a great page ranking good today and you put it out there and just ignore it, in six months, one of your competitors may have outflanked you, right? You bumped them from the first spot, now they’re coming back and they updated their content and now they’re back there as well. So having a content calendar, having this discipline process of creating and revamping your content on an ongoing basis was always gonna give you that spot to put the time and energy into doing these things. In this example here, I’m making the assumption that you’re gonna need to create new content. But again, you get down the line, you keep that same space in your calendar and reserve it for optimizing and modifying your existing content that maybe isn’t ranking as good now as it was before. So just a little double dip benefit there from you from a content calendar standpoint. Additionally, we find that when you are producing content on a regular basis, that whole process becomes easier, right? You get in that mindset of creating a new piece of content, whether it be a video, audio podcast, blog post, a new service page on your website. You can create content in many ways for your website and digital marketing. But once you’re in that mode, it becomes something that’s easier to get back into, especially if you’re batching it. And when those little things come up, they don’t seem.

You know, so difficult to do or you don’t put it off as much when you know, next week or next month, you have that time already allocated towards it. If you are doing this yourself, all that applies. If you are managing a team or delegating this out to other people, same thing there, have some kind of content calendar, have tasks or some way that other people are accountable for this, some kind of meeting to wrap it up. And I probably seem like I’m hammering on this point because I am, if there is something that falls short, it’s just not abiding by this, right? And just skipping it, we can be guilty of it ourselves, sue for this show, anybody who’s listening or watching knows that we’re not always consistent, right? So, kettle, calling the pot black a little bit here, preaching the choir, whatever it is, cobblers kids, not having shoes, things like that.

Um, this is one of the most challenging areas of your ongoing SEO and any SEO plan, regardless of the year is your content, calendar, content, creation, content optimization. Can’t say this part enough. Um, last bit on content calendar. Sorry, Sue, let me finish this thought and please add on. I see you wanting to talk. My bad is have some kind of a funnel, some kind of a notebook, some kind of repository for those future ideas.

These things are going to pop into your mind at all hours of the day, driving down the road in a zoom meeting when you should be paying attention, but some piece of content idea pops in your head, whatever it is, have a spot where you can collect these ideas, save them for later and then work on them because often the hard part about creating content is like, you don’t want to just regurgitate something or sound too salesy. So whenever you get a story and angle and FAQ, a question to answer, like whatever it is,

Jot that down, have a notebook somewhere. And then when you get into your content creation mode or content calendar mode, make sure you’re bringing that into those ideas and topics type list. To help match that up with, you know, the keywords, the phrases or the technical side of your content calendar. What were you gonna say, Sue?

Sue Ginsburg:

Well, I just want to underscore something that you’re saying, which is to be continually thinking about looking at whether it’s you have a note on your calendar every Thursday afternoon, take a look. Just to give some examples of the importance of that, our dental client in Brisbane, Australia, recently opened a second office. And he decided that office was going to have a little different emphasis than what his first office has. So that means a change in keywords. That means going through this and looking at all the things that you just said, the content, the context, your competitors, everything changes about that. And we’re working with him to get that new office to rank high for different things than what his first office is ranking for. You gotta pay attention to that. Same thing, we have a client that just launched a new product. Well, new product, new target audience, new everything, keywords change, competition changes, and so on and so forth. You got to pay attention to those things and just include it intrinsically in your plans for when other things in your business plan happen.

Jesse Dolan:

Yep. And if you think back to again, the overall arc here is setting up your SEO goals. We’re not talking about what works in SEO for 2024 here. We’re not talking about latest tricks and tips for 2024. We’re talking about setting up your SEO goals. I mean, these are broad. These are 20,000 foot view type conversations. So we’re being a little general and vague in these, even though we’re given some good specific examples, I guess.

But that is the concept here is how do we have success? What’s the foundational stuff? What’s the framework we need for these goals? So again, just to keep recalibrating, we wanna have these keywords in mind. We wanna have clear understanding of what we wanna rank for, what we’re currently ranking for and what needs some work. We wanna clearly identify our top competitors in the digital space, who is ranking now? What are they doing that we’re not? And setting some goals to emulate or improve our content to keep up with the Joneses there. And then now we’re talking about making sure we have a content calendar and some kind of rigor and discipline to be continually creating, improving, optimizing and recalibrating the content on our website, which is ultimately what does rank and get us that exposure. A couple of other things here.

Um, we recommend setting up, uh, to have some continued success here, setting up a monthly review. If this is just yourself, if you’re a one person operation or, or one person department, or if any of your team is involved in these things that we’ve been talking about, bring them into, uh, whether it’s a 10 minute meeting or not one hour meeting, again, the rigor and the discipline of keeping this in front of you is ultra important. Uh, set up a monthly review, do more of what works.

Fix anything that’s not working. Make sure you’re always looking at those action items from the last month. Did they get accomplished? Often we can just come up with ideas that sit in the ether, you know, for these types of things. Like, yeah, we need to do that page. Yeah, we need to rewrite that article, whatever it is. Make sure you’re having regular meetings. Make sure you’re assigning action items to yourself and or others and that you’re holding accountable. So, you know, internally as the way we operate,

That is how we start every meeting is what are the open action items from the previous meeting? Um, meetings aren’t just to discuss there, to put things into motion and into action, setting up a monthly review for your SEO, for your content, for things that we’re talking about here today. Um, if you can do that for your business, you’re going to keep things moving forward. Even if in that meeting you say, look, we canceled our content creation day earlier this week, we got to make sure we keep that on calendar for next month right helps you hold accountable even if you are pushing things around so that’s gonna be a key is set up some kind of monthly review again within that identify what is working try to lean into it identify what is not working see what you can do to bolster that or maybe go a different direction if it’s just not gonna happen things like that another bit to include is to look ahead not just for the right now Sue mentioned it earlier.

Is there anything that’s seasonal that you should plan for? You know, SEO takes time. Creating content takes time. This isn’t being seasonal, isn’t something that you want to be. Focusing on your seasonal content isn’t something that you want to be doing in the season itself. You want to be a season or two ahead of it. And yeah, maybe there’s not as much Google searching right now. Maybe everything else was perfect. Maybe people aren’t doing a lot of searches in Google right now for, you know, things that happen in the fall. And so you’re ranking, you know, maybe it doesn’t seem like it’s that important to you. But for sure, if you’re ranking, you know, for those seasonal keywords that matter in the fall right now in the spring.

Odds are you’re gonna rank for them in the fall as well, as long as they stay on your radar and everything is looking good. So yeah, get out in front of it for anything that’s seasonal, anything that’s happening out in the future. And yeah, especially we got a note here to underline this. We mentioned Black Friday, year end 2024. There are certain things that come around towards the fourth quarter that are there every year for business. We all get super busy as business owners and managers and forget some of these things.

Do not sleep on anything that’s related to your fourth quarter. Start planning on it now. Those holidays, that year-end rush, everything else happens every year. It shouldn’t sneak up on us, but it does get that on your radar. Couple other quick here just here for your SEO goals for 2024 and or beyond. Reporting and analytics, as we talked about these meetings.

Make sure you have some kind of a dashboard. Sue mentioned that Bright Local tool. That’s a great kind of ad hoc tool to check rankings, but you should have some type of dashboard here using Google Analytics, Google Search Console, some kind of rank tracker or feedback for what keywords you’re ranking for and the history on that. You should have some type of analytics dashboard to be looking at. We would not operate just off that dashboard and kind of fly by wire only in that sense. Again, you’re gonna wanna have these meetings. You’re going to want to get sentiment from your team. You’re going to want to do some research yourself on what’s working. What’s not where your competitors are. All these things that we talked earlier. Um, and then add those analytics to it and develop some process and, um, you know, what are the key points you’re looking at depends on your business. Are you looking for traffic and exposure? Are you looking for conversions in goals? You know, filling out forms, leads, things like that kind of depends on your business. Uh, which one you’re looking for there, but, identify what those are, keep them on your dashboard. Again, incorporate that to your monthly meeting. Make sure we’re talking about what is working, what isn’t working, right? What have we seen in the real world? What does the data show? And just make sure you’re helping, I’m sorry, make sure you’re using all that to help guide your decisions on that content and what you’re doing next in the action items for the coming month.

So I think that’s about it Sue, unless you have any other points again for a broad overview. If you need more tips and tricks, listen to all our past episodes and future ones, we definitely are gonna help you accomplish this SEO more, but we wanted to put out this episode as more of a framework on how do I, what’s the big block and tackle? How do we put something in the calendar once a month to keep going forward? You know, what are the big chunks for SEO? Things like that.

Any other comments you want to add on to?

Sue Ginsburg:

Well, I think recognizing that one of the great things about SEO is that you can pivot in real time. You mentioned the importance of looking at your metrics and so many business owners that we speak to may not even know where they can find the metrics. Or if they do, they’re just too busy to look at them, which is understandable. But if you understand and know the insights that you can get from those metrics and truly how it can guide you to be smart with your actions for your business, then it’s a little easier to put it on your calendar and do it every month or have somebody do it every month, every quarter or whatever the right time is for you.

Jesse Dolan:

100% and within that pivoting sometimes you may find yeah, you’re trying to go after some broad popular keyword Maybe not having a ton of traction But if there is you know if there’s another keyword maybe it’s lower volume But is how to do the thing or why to do the thing or how to fix the thing right if there’s some other tangential Keyword that can maybe still get you to sell the product or service you were looking at but coming at it from a different angle And if you can really help somebody

Sue  Ginsburg:


Jesse Dolan:

You know, that’s a quick pivot you can make repurpose your content, maybe create some new stuff. Um, yeah, that is one of the big benefits of SEO is the, the agility, you know, that we have with the digital marketing and your website. We’ve talked in plenty of episodes about leveraging that even to get ahead of things. If you don’t have a product or service that somebody could buy right now, today, you could still create pages and market it to get traction, get penetration, generate some interest, um, which is kind of a pseudo pivot there, but yeah, good stuff. And I hope everybody is able to steal some of this and put it into play for their action items and strategy.

Sue Ginsburg:

Yeah, really good. And again, I would emphasize, we’re talking about it for the year, but this could be done at any time, whether it’s your fiscal year, whether it’s a change in your business, new product launch, new location added, or one other really good example that I can share from what we’ve seen with the client is we have a manufacturing client, very successful, and they realize that.

they were getting more and more requests for components for solar panels. Okay, solar continues to become more and more popular. So they talked to us and we did a slight pivot and now we’re putting them out there more to be found for these components that they provide for solar panels.

Jesse Dolan:


Sue Ginsburg:

It works. They listened and heard what was being requested and talked to us about it and we can make that happen. So it really does work in real life.

Jesse Dolan:

And again, if you’re going back to our framework, Sue, if you’re having this construct, right, of what you’re looking at, what is working, what’s not having these meetings, you roll out the red carpet to be able to pivot, to introduce these ideas, have these discussions. You know, if you’re listening or watching, if you don’t have this kind of structure and rigor, I don’t know, just think, challenge yourself. Is there an idea that you’ve had for a while or ideas that have been floating out there that just haven’t been, you know, put on the table and turned into action items. You know, if you’re having these meetings, if you’re having this content calendar and putting these things in place, you know, you’re, you’re forcing, you know, those issues, right? You’re, you’re making sure that you look at that notebook full of ideas that you’ve been sitting on a regular basis and you can not only pivot, but pivot quicker, do these things quicker. And, uh, just get people thinking about it as well. And it can, uh, yeah, can lead to a lot of improvements in your online visibility.

Sue Ginsburg:

Absolutely. Okay, so I will say if you remember one thing and one thing only, remember this. It’s all about being intentional with your SEO, including it in your planning process along with the other elements of your planning process and recognizing that the focus of SEO can change in real time at any time and having a reset can happen and help keep your business strong, expand your business, strengthen it.

Jesse Dolan:

Good examples.

Sue Ginsburg:

If your business goals change, whether that’s the beginning of the year, the beginning of the quarter, a change in your business, that’s the time to make sure that your SEO goals remain consistent with what the change in the business is and the business plan. So SEO is there to support the goals of your business. And in order to do that, you need to pay attention and let it change as the business goals of your business change. It’s a great thing about SEO. So again, quote of the day, ignoring online marketing is like opening a business but not telling anyone. That is such a great quote. Use your online marketing and your SEO to let everybody know what you’re doing and how you can help them.

Jesse Dolan:

It’s the glue for all the other stuff. We talk about that all the time, too, right? Like brochures, banners on the side of a bus, like whatever it is. People are going to go to your website. Even if you’re not thinking they are, you can’t ignore this. It’s that is a great quote. All right. I think that wraps this episode up. Hopefully everybody listening, like said, got a few nuggets that you can take out of this. Some items are ideas to steal and implement for yourself. And yeah, good luck on your 2024 SEO game plan and beyond.

Sue Ginsburg:

Thanks for watching!

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