Today I am chatting with Kim Fischer. Kim is the CEO & Founder of 13 Emeralds Marketing, an SEO agency that helps business owners get found through organic search so they can drive traffic and leads in their sleep. In this episode, we talk all about optimizing your website for SEO.
What We Discuss In This Episode:
- How Kim got started in the online space
- Differences between SEO and content marketing
- Things to have in place before getting started with SEO
- Using data from Google Analytics to make decisions in your business
- Universal Analytics vs. Google Analytics 4
- Best tools for finding keywords
How Kim got started in the online space
Kim is the CEO and founder of 13 Emeralds Marketing. She got into the online space in January 2020 right before the pandemic. She started her business living abroad in the UK. She always thought she would run her own business but it was sooner than she had expected.
Difference between SEO and content marketing
Content marketing is a really broad term for anything you are writing in a way that you are marketing something. So content marketing can be podcasts, blogs, YouTube videos, social media marketing, or any content you are putting out there to get people to convert.
SEO is the content marketing that we are optimizing for search engines. So you are writing in a way that meets Google’s algorithm but is also getting those people to go down the customer journey. SEO is a piece of content marketing.
Things to have in place before getting started with SEO
First, you definitely need a website. It is all about driving people to your website, so a website needs to be the first thing we are building. Install Google Analytics so you can see where your traffic is already coming from. Your website and email list are the two things you can own so they are so important.
Using data from Google Analytics to make decisions in your business
It comes from setting up your Google Analytics so you can see conversions and using Google Search Console in conjunction with it which is a free tool. It sees which keywords you are getting impressions and clicks on and when people are clicking are they going through a funnel on the website to convert?
If you are getting impressions but no clicks you need to optimize that keyword to one of the pages on your site. If people are clicking but not converting you need to go through and really take a hard look at your content and website and make sure it is written in a way that makes people want to convert. It needs to be written a way to drive conversions.
Universal Analytics vs. Google Analytics 4
There are very big differences in terms of the user interface. Google Analytics 4 counts the data a little differently. The sessions are not equal on both. It is so different in the way that it acts. It is new and still catching up to everything Universal Analytics can do in terms of all the filters and funnels. You will be able to merge your old data from Universal Analytics into Google Analytics 4. Google Analytics 4 was created because of the way the internet is moving. Get it set up as soon as possible so you have that data ready to go.
Best tools for finding keywords
Finding keywords is one of the first things I do for most clients because you have to know your ideal audience so well that you know what they are putting into the search engine. You are showing up for what people are already searching for.
Keywords should have a high search volume and a low keyword difficulty. The keyword difficulty has to do with your domain authority – it is how much Google trusts you. The lower the keyword difficulty the easier it is for lower domain websites to rank on authority for it.
Kim Fischer is the CEO & Founder of 13 Emeralds Marketing, an SEO agency that helps business owners get found through organic search so they can drive traffic and leads in their sleep.
She’s based out of Texas right now but has lived in Seattle, Italy, and the UK and always knows how to find the best rooftop bar.
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