Decision makers from older generations have likely been doing business for decades and have always relied on traditional advertising, face-to-face networking and cold calling. However, over the last two decades, the trends have shifted to a heavy reliance on online advertising, search engine rankings and networking through social media.

So exactly how do you explain SEO to people who are just beginning to adapt to the modern way of doing business and do not have even a basic grasp on the concept?

1. Start by Defining SEO

SEO stands for Search Engine Optimization, which is essentially the process of optimizing a website for the search engines (Google in particular) so that your website will appear in a high position naturally. The tactics may differ over time, but every SEO strategy involves working toward a higher Google ranking.

2. Explain Why Search Engines Are So Important

Once you have defined SEO for your audience, point out the importance of the search engines. The vast majority of internet users rely on Google, which is why every website strives to rank high on Google in particular.

The higher the rank, the more people will find the website and the more people who will read articles and buy products on that website. Explaining the importance of the search engine should not be difficult since most people, from the very young to the very “seasoned”, are quite familiar with Google.

3. Explain How Google Works

Google has a massive database that consists of ALL the content from ALL the websites in ALL the countries of the world. Google reads all of this content and decides what each site is about. Keyword rich content is crucial to helping Google understand your site’s focus. Google also likes websites that are fast and it likes websites that are linked to by many other sites.

There are numerous factors that decide which websites appear at the top of the results page, but it all boils down to the fact that Google wants to serve the client the BEST possible result. A thorough knowledge of SEO tactics will help your website help Google give the best possible results and will increase traffic to your site.

4. Give examples of SEO tactics

A. You’ve probably heard the saying “Content is king”. Good SEO starts with writing rich content that people want to read.

B. Make sure that your website is fast and easy to navigate. A user-friendly website is set up in such a way that visitors know what to click to find what they are looking for.

C. Security is an important part of SEO. Make sure that your website will not be hacked since Google frowns upon hacked websites.

5. Make Sure They Know That SEO is Not Instantaneous

So many people assume that SEO will work right away and expect to find their website on the top of the results page the very next day. You need to explain that it is a process that requires time and multiple steps. Explain that your SEO strategy will consist of finding the correct keywords, removing bad backlinks, correcting site errors, creating a social media strategy and much more. It will take time for the strategy to take effect and for the website to climb in the rankings, especially if the website has been essentially neglected in regards to SEO.

Explaining SEO to those who are uncertain about the subject can be difficult. At Raincross Marketing, we help businesses through their websites and online marketing strategies. We build brands and real life relationships using technology that is redefining the way we communicate with each other. Online marketing is now every bit as valuable as print advertising was in your parents or grandparents era.