Similarities between SEO & Brick & Mortar Retail

Quotes

• “I came up with the analogy to make it clear and easily digestible for people who really were familiar with digital ecommerce. Were struggling a little bit to understand this what is this SEO and content marketing thing.” -Matt

• “So the idea here is that you created a way to communicate with the under CEOs, COOs or even the marketers who dont really understand or think about the priority of SEO, a way to communicate with them in a fashion and a medium that everybody seems to understand, a brick and mortar retail.” -Ben

• “I was involved some years ago using artificial neural networks to predict what location would give the best revenue per square foot. Its something that the brick and mortar retail space have thought about for a long period of time. What its saying is your flagship store and everything thats in it and the way that it looks, it still matters where you put it.” -Matt

• “My analogy to that is this is exactly the sign for your digital store, its exactly the same. If you put your digital store where people are looking to buy, youll get more traffic and more engagement.” -Matt

• “I think there is some real marketing wisdom beyond just SEO there thinking about the match between your business and the location. If youre in a tailoring business, you want to be in a district where people are looking to buy and repair their clothes. Different locations are better suited to different types of businesses.” -Matt

• “Basically, what we are saying is, ideally you want to be the first and second one on the street but if you cant be, at least you want to be as high as possible, you want to be in the middle of the street. The beauty is, by being smart you can actually dobetter than the supposed leaders.” -Matt

• “I think that the metaphor, the way that I would stretch it is a little bit like if you cant get on the main street if youre close you can put up a big sign where people can see you on the main street and I think the comp there is you create little partnerships where you start to work with brands that are getting the traffic that you want and you try to build the credibility through partnerships and some integrations in the places that you know have a great traffic.” -Ben

• “If you are already saddled with a location that is saddled off the beaten path, you need to start doing some advertising to get people to come to your destination. To me, thats the comp to your PPC campaigns, you are reliant on paying to have people come to your storefront.” -Ben

• “So the idea behind this metaphor that your SEO is like your digital storefront and you want as much foot traffic as you can, so you need to pay attention to where your location is, where your keywords are or youare going to have to put up signage, do some digital advertising to try to drive traffic and the whole idea behind that metaphor is a way for you to communicate with other executives, with marketers who dont understand the value prop behind SEO.” -Ben

• “I think the concept is simple. It is when you go into the detail, its what you started to go in digital merchandising which is making sure that you are displaying the right things in your storefront to encourage people to come in and engage with you.” -Matt

• “You have to start explaining to people that you know you are number one in this particular market but actually the words that you are using in your digital store are not the words that your customer is using and that leads you to be in the wrong place and getting yourself in the right place has a huge impact in your revenue.” -Matt

• “Digital location is making sure that you are in the right place digitally to catch the passing traffic and content marketing is essentially ensuring that your shop window has the right products and services in it to attract that passing trade to come in and engage with you.” -Matt