Grow Your Business With SEARCH ENGINE OPTIMISATION

Speaker A: Foreign.

Speaker B: Hello and welcome to the podcast on industrial marketing by Bijoy Peter. With an experience of over 20 years, Bijoy helps engineering and manufacturing companies implement modern marketing programs that deliver uh, meaningful business outcomes through definitive brand strategies, production of media assets, assets marketing automation and lead generation systems transforming their digital footprint globally. Hope you find the podcast valuable to your business. Do visit bijoypeter.com to stay connected.

Speaker A: Welcome to another episode of uh, industrial Marketing Podcast by Bijoy Peter. So it has been a while, uh, since we did a podcast. Of course we had some uh, other priorities and hence uh, you know, after a good recall, uh, by the customers and not the customers, I mean say the listeners, uh, we are back again with another podcast on evidently a very important topic, uh, and the topic is SEO. So I welcome Bijoy, uh, to speak on this topic. Hi. So. Hi Bijoy.

Speaker C: Yeah, hi Agram, how are you? I'm good, good, how are you? Been a long time. We have not recorded an episode.

Speaker A: Yes, the mic was missing us. Yeah, all right, so uh, you know, I'll just get straight to it.

Speaker C: Yes.

Speaker A: So what is SEO and you know why it is important for businesses SEO?

Speaker C: Uh, I mean obviously it's, everyone knows it's search engine optimization. Um, and it is important for businesses like I mean the, to help the business generate leads, uh, and uh, far more importantly for the business to get the correct visibility on the World Wide Web. Um, there are a lot of um, uh, I mean the world Wide web as you know is a uh, complete um, I mean snarl of information in which uh, positioning the business, uh, from a brand perspective and from a business generation perspective becomes very important. And that can be done by the use of SEO.

Speaker A: Right. So um, you know, you mean, you mean to say that basically a business has their website or their digital assets which needs to be uh, optimized. Yes, in uh, in you know, in terms of if the customer needs to search, uh, and you know, using relevant keywords.

Speaker C: Yes. Like all businesses optimize most functions in their company, whether it's a human resource activity or their inventory. Similarly, the website also must be optimized.

Speaker A: Right. So you know, generally it might happen that the digital assets are overlooked and hence it is not optional. They are not able to reap benefits out of those.

Speaker C: Yes.

Speaker A: Um, you know, so of course talking about reaping benefits out of the digital assets, uh, one business needs to improve the SEOs. So how can a business improve their website's SEO?

Speaker C: When you say improving SEO, it is not a one step process, it's a perpetual activity uh, when you optimize a site, um, your competitor will optimize their site further, right? Then you need to stand up to optimizing the site to that competitive level. Hence, um, it is a perpetual process. Uh, now to do this, it is important to understand, um, how Google rates a site. I mean just by optimizing, it's not necessary that you will get a first page, uh, first listing position. Now this question being from the business owner's perspective, um, it is important for the business owner to step one, participate in this process.

Speaker A: Right?

Speaker C: Because search engine optimization as a process is something that fulfills the demand and supply, uh, part of it. So the demand side of it, uh, for an SME business owner, I mean in most cases he's the customer front for the enterprise. He would know the kind of lingo that is, uh, used in local markets. Now I'll give you an example. Uh, like we produce corporate videos. You will see that, uh, for me, as a business front of my organization, corporate video may not be the lingo used by a lot of business owners. Uh, across non metro cities we get enquiries like um, company walkthrough. We have inquiries where people say that we want to make a presentation of the company. Right. So these, uh, local lingos need to be included. Now uh, it's easy for uh, a company walkthrough to be misinterpreted as a company video, but that domain knowledge is with the business owner. So the business owner necessarily needs to be a part of the website's uh, SEO process where keyword research or market expertise is concerned.

Speaker A: So you know, they have to understand what their target market, what lingo do they use, and accordingly they have to optimize and use those keywords.

Speaker C: Yes. Great.

Speaker A: Awesome. So you know, um, now the client has approached you, uh, you have built their, you can say a good website. And uh, now they say that, uh, Vijay, this is not happening. We are not getting any hits through the website. So you tell them that we need to do SEO. So he says that, okay, let me know what are the basic steps we need to do to optimize and uh, start improving the website's SEO. So can we put some light on the basic steps?

Speaker C: The very basic step is, uh, uh, to understand that SEO works on a concept called buyer's language. If there is a company that um, is into the agriculture sector and they have um, an orchard where they grow apples, uh, from a seller's language, uh, the business will interpret their service as we sell apples. Now it's important to understand that lead or a prospect is not going to type I sell apples. He's going to say, I want to buy apples. So um, converting the literature or the content of the phrases to buyers language is something that is very important.

Speaker A: Okay.

Speaker C: The other thing is, um, I mean this is a little, uh, not directly related to this question, but I probably should have answered this with the first question. SEO is one thing, uh, where you get organic listing. The other thing is SEM, which is search engine marketing. Now this is basically paid ads. Right now if the business is in a red ocean segment, then it is important that um, the business gets started with SEM and SEO will follow. Because SEO is organic listing. And um, I mean because it's organic, it's going to take time and nobody knows when it will be listed. Uh, you may find um, service providers committing to a listing in a certain time frame. Uh, but aggressive listing in my personal opinion is a short term solution.

Speaker A: Right. All right. So you know, uh, in earlier questions when we were discussing about um, how, you know, why SEO is important and how one can improve, we talked about the customer's lingo, you know, and what sort of words do they use. So you know, I believe that these are the keywords.

Speaker C: Yes.

Speaker A: So can you put, you know, elaborate more on keywords and how it can impact the SEO?

Speaker C: Keywords is basically um, I mean if you watch the movie, there's one keyword, say palat. So palat is uh, if you see that word palat, it basically uh, resonates a lot of chemistry, uh, uh, where there is no perpetual dialogue. So when you list a site also, was I right with the movie name?

Speaker A: Yeah, yeah, I'm sure your movie knowledge

Speaker C: is up to par. Um, um, keyword obviously works without dialogues. So you need to be very sure of customer chemistry content chemistry. Therefore, uh, when you pick up a keyword or a key phrase, there are various uh, research tools within Google or within other softwares that help you uh, list keywords in terms of search volume. Okay, Right. So you need to also consider these search volumes while keeping, as I said, that belief that your keyword is something that you well researched on, not necessarily what has volume will be listed.

Speaker A: Right.

Speaker C: So that's the reason why I would call it. It's a certain, uh, chemistry that has an answer without a dialogue.

Speaker A: All right, perfect. So you know, um, whenever a customer visits the website, they see a lot of content.

Speaker C: Yes.

Speaker A: And you know, they read about the company, they understand about the products.

Speaker C: Yes.

Speaker A: So is there any way that the, this website content will affect the SEO performance of the website.

Speaker C: Yes. Um, SEO is content marketing. It comes under content marketing. So if a company is hiring an in house uh, executive or an in house professional for their marketing communication, uh, search engine optimization comes under content marketing. It has more to do with content expertise and less to do with technical knowledge.

Speaker A: Okay.

Speaker C: Therefore the overall content uh approach of the website is definitely going to help you with the search sites optimization and its listing.

Speaker A: Okay.

Speaker C: And vice versa. So a well listed site obviously has been listed because the content curation has been done in buyers language.

Speaker A: Okay.

Speaker C: With a sense of the market temperature. Right.

Speaker A: So um, you know the next question uh, is about the backlinks.

Speaker C: Yes.

Speaker A: So you know, what role do they play uh, in SEO and how can uh, businesses acquire them?

Speaker C: Yes. Um, I mean I'll take a little long to answer this question because we need to understand that uh, when you are going uh, to us, like let's say if I want to buy a certain uh, product from a certain area and if I know that you stay in that area I would call you up and I would ask Agram, uh, can you refer me to a certain shop in that area? Right. Now I go by your reference and I buy the product. Now if the product is not up to my liking, uh, it will dent more of your impression on my mind and less of the shop. So next time chances are I may double consider asking an opinion. Similarly, Google is a referer. So when I want something and when I go to Google and ask something, Google is very confidently referring me to a certain website. Now if the search goes wrong or if I do m not get a good experience, eventually Google will see a drop in traffic because of the trust deficit going down. Hence uh, it is important that uh, Google verifies this site with respect to its reputation on the world Wide web. Now this is called as a um, uh, uh, uh what you call as a certain, the technical word is link cloud.

Speaker A: Okay.

Speaker C: Okay. Basically how networked the site is on the world Wide web. So if you have your reference on any other website than your website and when you link it back to the landing page of that site that is called as backlinking.

Speaker A: Okay.

Speaker C: So for example, uh, let's say a company has innovated a product and that comes in as a news article, okay. So that article you should request the, the agency uh, to give to backlink it to the relevant page on the website. So these are called as backlinks. And these backlinks are nothing but helping Google identify the repetition of the enterprise.

Speaker A: So you know, ultimately the Traffic would increase through these backlinks and uh, you know, Google would recognize and be a better referer.

Speaker C: I believe in an ideal world, but when you are out there doing an exercise of search engine optimization, um, I mean one should not expect results in a very arithmetic way. It does not work very arithmetically.

Speaker A: All right, hope we cleared that up. Because the listeners would think, okay, more

Speaker C: the links in ideal world. Sorry, agreement. An ideal world. That is how it should work. But as I said, search engine optimization as a process is not arithmetic. Right.

Speaker A: All right, so you know, uh, businesses is all about measurement, progress, etc. And if they are investing their time and money in SEO, they need to uh, understand how it is helping in the uh, progress of the business. So, so how can they track, uh, the SEO progress and measure the success over time?

Speaker C: I mean, this is, uh, very true. Everything that is measured grows. Um, now when you do search engine optimization, you obviously need to measure what is happening to your search parameters. Now you have various tools available in the market from Google. One could be your Google Analytics. Uh, there is one tool called SEM rush called a semrush. Uh, there is another tool called ahrefs.com. these are tools, uh, which will help you see the performance of the keywords. But it is more important that you also check your competitor's website.

Speaker A: Okay.

Speaker C: What a lot of enterprises misses, they will go to an agency and tell them you send me reports. What the agency will do is send you reports on your website. Right, which is a very, I mean cozing up too much to what you want to see. But um, you need to ask your agency to send a report in parallax to your competitors listing. That's the only way this report will make sense.

Speaker A: Okay.

Speaker C: And for that, as I said, there are multiple tools available on the world wide web.

Speaker A: So you know, any, um, closing words regarding SEO for the business owners and you know, why they should look ahead to optimize, uh, implement it and um, you know, improve on it efficiently.

Speaker C: Uh, I mean for SEO algorithm there cannot be a closing comment because going on it's like saying, do you have a closing comment for having lunch? I mean you have to have lunch every day. Um, it is a perpetual process. It has to be seen as a normal activity in the enterprise. Right? And it is far more important for businesses to not look at this process as a very predictable process. It'll have its ups and downs and that's what SEO is.

Speaker A: So, you know, it's completely normal. It has its ups and downs. It's just like life.

Speaker C: Yes, like all, like all good things.

Speaker A: So thank you so much.

Speaker C: Bj.

Speaker A: Uh, on, uh, you know, giving us such insightful information about SEO and I hope the listeners, you know, uh, listen to it and implement it in their businesses. Thank you so much.

Speaker C: Thank you. Agram. Thank you for your time.

Speaker B: Hope you find the podcast valuable to your business. Do visit B E J O Y P E t e r bichoypeter.com to stay connected.