How SEO is Amazingly Similar to Gardening

 

I recently read an article that made me chuckle.  It started off, "There are so many similarities between SEO and gardening..."

Of course, I had to read on.

In the article, Bernie Borges describes the stages of gardening and how they relate to Search Engine Optimization (SEO).  It reminded me of my post last week about content marketing in which Marcus Sheridan said:

"Success in this business doesn’t happen overnight. Content marketing isn’t a chia-pet—water today, a vine jungle tomorrow."

Thanks for the nod to our industry, folks!  The two can and should work together!

Here is how Bernie thinks SEO and gardening are similar:

Planning
The beauty (and work) of a garden is how well it was planned. Will you use natives, do you want a vegetable garden, is your garden in the shade or sun, which types of plants, trees and shrubs do you want and where will they go?

SEO, says Bernie, also needs a plan. Persona analysis, i.e. identifying the personas of the people who buy your products or services, is a must to consider the type of content needed on your website. Keyword research is another must to determine which keywords need to be included in the website content. These two elements are the minimum planning required for a successful SEO strategy.

Preparing the Soil
Once you have a plan for the garden, the key step in successful plants is healthy soil. Your soil is the food for your plants so it must have key nutrients, minerals and organic matter to feed the roots.

Likewise, Bernie says a website must have a “healthy architecture” that will allow for search engines like Google to properly crawl and index its content so that it will score the website’s content favorably and retrieve its content when people search using relevant keywords. Important SEO architecture issues include the URL naming structure, URL navigation structure, the proper use of meta data, and efficient coding that is easy for search engines to crawl. There are other technical issues that can impact SEO, but these are the big ones.


Planting
Once you have planned the garden, prepared the soil and purchased the plants, it’s now time to plant! This can be hard work and you can expect to get your fingernails dirty, but the reward is right around the corner.

The SEO equivalent is the act of optimizing content, page by page. Bernie says that each page MUST be uniquely focused on one topic just like a plant is unique. Each page of content gets optimized with a singular keyword focus. Think of it this way. You want to make it easy for the search engine when it crawls your website to interpret the specific theme of each page so that it may get displayed in a search for a person interested in that topic. 

Fertilizing
Gardeners understand the importance of (always organic) fertilizer to provide nutrients to plants and maintain healthy roots. Those nutrients serve to stimulate growth, botanic beauty and protect against disease.

In SEO the fertilizer equivalence that gives a website content marketing strength is authority. And, Bernie says, authority is gained through a combination of longevity, and an abundance of relevant content, which other people link to and share through social media. Search engines determine the authority of a website by analyzing the quantity and quality of content and how much others link to it and share it. While low quality content is not effective, research proves that 50 pages is better than 20, 500 pages is better than 50 and 2000 pages is better than 500. This point illustrates that the more relevant content is present in a website, the more authority it is given by search engines which will result in more search discoverability and result in more inbound traffic to a website.

Pruning
Pruning is a task that many people don't know how to do properly. (Just ask the Grumpy Gardner with his Crepe Murder escapades.) But proper acts of pruning get rid of dead remnants in a garden to make room for new plant life.

In the SEO context, editing content to reflect updates in your business or industry is the equivalent of pruning. Search engines have the capability to assess the last date of content revision as well as the frequency. Algorithmically search engines assume that if you don’t periodically update your content or add to your website’s content you aren’t giving your website visitors a good experience. The result is your website will be scored lower and result in poorer SEO results. In other words adding and updating website content is a must for long term SEO success.

Ongoing Care
The best part of gardening is watching your plants grow and blossom.  The hard work is over, but you're never really done.  In order for a garden to thrive in the long run, a garden needs love, care and constant attention. Yes, constant attention.

Likewise, SEO requires constant attention. A quarterly crawl report should be performed to assess any technical issues. Periodic keyword research is advisable to learn of new ways your customer searches for your products. Observing the type of content your competitors launch is advisable. And, most important is a commitment to continually adding new content to your website throughout the year. No matter the industry, adding content is a must for effective SEO. New content can be in many formats, such as vertical industry solutions, white papers on unique topics, case studies, educational resources, e-books, blog posts, videos, podcasts, etc.

The parallels between gardening and SEO are fun to review, and probably puts SEO in a whole new light for gardeners, and vice-versa. In fact, Bernie said, "the next time we hire an SEO implementation consultant I’m going to look for someone who is an experienced gardener."  Call us, Bernie!

Interested in learning how to master social media and drive more traffic to your website?  Download this e-book.

 

*Images courtesy of Longfield Gardens and Sustainable Seed.

 Katie

Garden Media Group

Water Your Content Marketing Plan and it Will Grow

We recently wrote a post, Does Your CEO blog? written by our fearless leader and CEO, Suzi McCoy.  In it, she mentions that "there's an untapped opportunity for an early CEO adopter with the right touch." Untapped- meaning, not enough CEO's blog.

All too often it seems that blogs, social media and entire content marketing plans are left to the control of an intern or recent college graduate. Content marketing is too important to be left to someone who doesn't understand the brand goals and values of the company.  It is of the utmost importance to have the CEO and top level management at the company invested in the marketing plan.

Marcus Sheridan, one of my favorite content marketing gurus recently wrote about this issue as well on his blog, The Sales Lion.

"...the more I seek to help companies go big or go home with building their digital brand and business through content marketing, the more I realize nothing great happens without full buy-in from the top dogs.

Why?

Because success in this business doesn’t happen overnight. Content marketing isn’t a chia-pet—water today, a vine jungle tomorrow."

Wait, a chia pet?  Did he really just compare marketing to a chia pet?
Rather, he says, it follows the principle of the Law of the Harvest.

• The field must be prepared.
• The seed must be planted.
• The beginnings of life must be continually watered and nourished.
• The crop must be protected.
• And the harvest eventually comes.

These principals really hit home with me.  Working in the lawn and garden industry, the Law of the Harvest goes without saying. Companies understand wholly the time, energy and patience it takes for a seed to grow.  But, marketing, some think happens overnight.
The point is, when developing a comprehensive marketing and social plan, you need 100% “buy-in” from the top.

And as Marcus says, "By "buy-in" I'm not just talking about a CEO who is generally aware of what’s going on. Rather, I’m referring to someone who is actively engaged in the process and walks the walk with everyone else... understand how consumers think, shop, and research these days—and the role that social media and content marketing play in that process.

Content marketing is not a passive approach to business. It’s all-in and all hands on deck.
And it starts with the top."

Christmas Wishlist for Businesses in the Lawn and Garden Industry

Content marketing in the form of emailings, branded websites, and editorial content was trusted by 50% or more of respondents to Nielsen's Global Trust in Advertising survey from Q3 2011.

Christmas is almost upon us and this year there is one thing that business in the lawn and garden industry should have at the top of their marketing wishlist: Content marketing.
 
What is content marketing you ask? It's valuable content that delivers high-quality, relevant information yielding measurable results without promotional push. It provides useful information to aid purchase decisions, improve product usage, and entertain consumers. And, it's more credible than advertising.

In today’s advertising rich environment, fresh, engaging content has never been as important for businesses as it is today. People use the internet to research, compare and review products, and this information impacts buying decisions both online and in stores. You need content marketing regardless of whether your organization is a B2B or B2C. The one big reason is trust!  Businesses must use content marketing because consumers don’t trust advertising.

Providing valuable, relevant content that tells a story, highlights your product or services, and establishes you as an industry expert is a powerful way to get found online, attract new business and build long-term relationships with customers. Content marketing is essential to help your company build an online presence in this digital age.

Here are five tips to get your content marketing’s trustworthiness on track.

1. Treat customers and employees with respect. Be open where appropriate about your firm’s business practices. Good manners go a long way. Remember customers observe how you treat your employees and others in their organization.
2. Be transparent in your dealings. Keep confidential information private but where appropriate let employees and customers see how you do business.
3. Show your organization is ethical in its practices. In a social media environment, it’s critical to act in good faith.
4. Seek strong company representatives to create content and represent your organization. Use academics, technical experts within your organization, other consumers and regular employees to create and present your content. When using visual media such as video and photographs, make sure they reflect company positions in their dress, language and settings.
5. Deal with a PR crisis quickly. Don’t let it fester. Act quickly and decisively before it controls you.

Of course, this doesn't happen overnight.  Creating a lasting relationship takes months, even years of proving yourself and your company.  But don't give up!  And, consider hiring Garden Media to help you maximize and create fresh and engaging content.