EPISODE
19
Episode 19 - Understanding SEO and SEM
EPISODE LINKS.
SHOW NOTES.
In this episode of McFarland Minutes, the hosts dive into the concepts of SEO (Search Engine Optimization) and SEM (Search Engine Marketing). They explain how SEO focuses on improving organic search visibility and SEM involves paid methods to achieve similar goals. The discussion covers the importance of SEO in increasing reach and visibility, the cost-effectiveness of SEO versus paid ads, and how good SEO practices can have long-term benefits for a business. The hosts also share a real-world example of a tourism company’s successful SEO strategy and provide insights on basic steps, technical aspects, and the significance of hiring knowledgeable SEO professionals. The episode emphasizes that SEO is a long-term investment that requires patience and continuous effort but can yield substantial results over time.
00:00 Introduction to SEO and SEM
01:03 Understanding SEO and SEM
01:57 Importance of SEO
02:59 Cost-Effectiveness of SEO
04:20 Evergreen Content and SEO
04:36 SEO Success Stories
08:35 Measuring SEO Success
12:14 Who Needs SEO?
13:53 Creating a Basic Online Presence
15:12 Importance of Google My Business
15:59 Enhancing Your Landing Page
17:21 SEO Basics and Best Practices
21:42 The Long Game of SEO
25:04 Choosing the Right SEO Professional
26:06 Conclusion and Final Thoughts
ABOUT THIS EPISODE.
Welcome to the McFarland Minutes, Episode 19! This week’s focus is on SEO (Search Engine Optimization) and SEM (Search Engine Marketing). If you’re in the marketing field, you’ve probably heard these terms tossed around before. But beyond the jargon, how do these concepts impact your business? And more importantly, how can you leverage them effectively?
SEO refers to techniques used to increase a website’s visibility in search engine results, without direct payments for placement. On the other hand, SEM often involves paid campaigns to achieve similar goals. Think of SEM as the paid counterpart to SEO, which is all about optimizing your website so that search engines like Google can easily find and rank it. This includes everything from the words on your pages to the way other sites link to you on the web.
The primary reason businesses invest in SEO is to increase reach and visibility. When potential customers search for products or services you offer, you want to be the first name that pops up. SEO helps your site appear in these search results organically. This strategy isn’t just cost-effective; it’s strategic, ensuring that your consumers or clients can find you without the necessity of paid advertising.
In addition, SEO offers the opportunity for content repurposing and longevity. With SEO, you pay once for content creation but benefit from its presence for years. A perfect example of stellar SEO is a tourism company in Hawaii, which experienced significant success with a blog about the “Top 5 Burgers in Hawaii.” This blog post helped elevate their web presence remarkably by connecting with local businesses, proving how lasting and effective well-crafted SEO can be.
The foundation of SEO success lies in content creation. Regularly updating and posting relevant content builds credibility with both your audience and search engines like Google. For instance, if you update your website with fresh images or blog posts, you contribute valuable metrics to improve your SEO ranking.
Using the right keywords effectively in your content is crucial. It involves researching and incorporating terms that your target audience is actively searching for. These keywords are your direct avenue to reaching your potential audience and ensuring you meet the success you’re aiming for.
SEO is one of the most trackable marketing strategies available. It allows you to measure success through analytics tools that provide insights into how your content is performing. However, patience is key. Consistent improvements and adjustments over time often lead to better results, as SEO strategy is very much a long game.
In essence, if you exist on the web, you need SEO. This not only applies to large enterprises but also to smaller local businesses that survive on web traffic. Whether you have a website or just a Google My Business listing, optimizing these can significantly affect your presence online.
Google My Business pages, for instance, are vital for local SEO and help small businesses show up in local searches. Updating these listings with photos and compelling descriptions enables better engagement and visibility.
While it’s possible to start SEO on your own, engaging with professionals who understand your industry is invaluable. Their niche expertise and ability to communicate your brand effectively online can set you apart from competitors.
Remember, building robust SEO is not an overnight task; it’s an investment in longevity for your business presence online. Over time, SEO can yield remarkable results in terms of visibility, credibility, and lead generation. So, if you’re not already incorporating SEO into your strategy, it’s time to start.
Thank you for tuning into Episode 19 of the McFarland Minutes. We look forward to seeing you next week with more insights!
ABOUT YOUR HOSTS.
NATALIE MCFARLAND
PRESIDENT, FOUNDER
MCFARLAND PRODUCTIONS
After freelancing her way through college, Natalie established McFarland Productions in 2014, which has continued to grow rapidly over the last few years. Her passion and focus have always remained the same; capturing, understanding, preserving and promoting Ranching, Farming, Western Lifestyle and AgriBusiness. She has always had a love for the western culture and even at a young age it was unmistakably clear she would someday find a career serving the industry.
Natalie grew up on a small ranch, rodeoed, showed horses in a variety of disciplines, showed livestock, and participated in 4H and Oregon High School Equestrian Teams. She has trained herding dogs and started colts, worked with sheep and cattle and has had the experience of racing to finish up a hayfield before a rainstorm hit. She understands the joys, sorrows, wins, losses and hard work of ranchers and farmers. That’s why McFarland Productions can produce authentic marketing campaigns for the businesses, organizations, events, and brands of the western and agriculture industry – it’s who she is.
With a passion for building community surrounding brands, Natalie focuses on building real connections between companies/brands and the people that make up their community. Telling the stories of your customers and making them apart of the brand’s story is her main focus. Creating real, human, meaningful connections and strengthening community within the western and agriculture industry through strategic marketing services.
SCOUT FOSTER
DIRECTOR OF STRATEGIC STORYTELLING
MCFARLAND PRODUCTIONS
Scout’s faithfulness to the agriculture and western sports industry is rooted in tradition. Growing up in Central Florida, she stood by her family as they supported different sectors of the industry, including raising beef cattle, bucking bulls for local rodeos, and spending weekends with her grandparents who lived on Disney’s Wilderness Preserve.
Moving away from The Mouse, Scout graduated Magna Cum Laude from the Nation’s top agricultural communications college at Texas Tech University in 2022.
Now residing in Crockett, she and her husband, Lane, keep busy raising beef cattle and bucking bulls with her family. Scout also loves gardening, raising chickens, reading, and her two dogs: Rue and Dill.
