This Month’s Topics:
Adopt the Mindset of Optimization
As a CEO, you need to elevate your mindset and obsess about getting more from your current resources and efforts. You must ask yourself and others better questions. You must start to ask yourself, “How can our business get greater results from every action we take, every expenditure we make, every effort we expend, every relationship we have”? Avoid status quo like a deadly virus. You must embrace fully the philosophies that, “good enough never is” and “we can always do better”.
Optimization (also known as leverage) is a mindset of maximizing your results while simultaneously minimizing the amount of time, effort, risk, money, and energy you expend. It’s all about getting greater productivity, performance, profitability and payback from your ideas, assets, knowledge, systems, processes, practices, people and opportunities. Overlook nothing; leverage opportunities are everywhere.
Optimization is all about using your mind and limited business resources in new and better ways. It’s about using your creative intelligence as an incredible force to increase your sales, customer satisfaction, profits, quality, etc. Optimization is about freeing yourself and your organization from limiting beliefs, the “we’ve always done it this way” attitudes, and established industry practices. Optimization is searching for opportunities within and without your company where the application of focus or force will yield substantially multiplied results. For example, if you start using telephone calls to follow-up your direct mail campaigns, you may multiply your sales results by staggering amounts.
Just as a tire jack can lift the tremendous weight of a car for a tire change, so too can the strategy of optimization help you significantly lift your company’s revenues, improve operations, and lighten your daily load. A lever, fulcrum and slight force can lift significant weight if you know how to use these tools. Learn about leverage so you can begin to elevate and optimize your business results.
To master the art of optimization, you need to adopt an opportunity mindset. To leave the status quo behind, you need to ask continually the following types of questions:
- -What is the best and highest use of our time, talent, and treasures?
- -What resources are we underutilizing?
- -How can we maximize our returns/output and minimize our input?
- -How can we work smarter, not harder?
- -Which strategies will give us super-sized results?
- -What processes or departments within our business are under-performing?
- -What past or current relationships could we more fully leverage (i.e. customers, employees, vendors, suppliers, advisers, etc.)?
- -What other industries could provide us with some innovative best practices?
- -Where are the hidden opportunities within our business, our employees, our suppliers/vendors, our business partners, our customer base, our competitors, and our business processes?
- -How can we get a greater return/payoff using the least amount of money, time, risk, etc?
- -How can we be more effective, more productive?
- -How can we get better every day in every way?
- -What suggestions from our customers should we pursue first?
Business ownership is all about strategic leadership, not technical doer-ship. Few owners understand and appreciate such critical distinctions. Tragically, owners mistake a technician’s orientation for that of an entrepreneur’s. They mistake busy-being-busy activity for accomplishment. They confuse hard work for intelligent work. They have a technician’s addiction to detail work. Sadly, they work and think like employees instead of owners. They do the wrong type of work. They fail to grasp that running a business is strategic, entrepreneurial, visionary, and requires strong leadership.
Expand your mind and your leadership potential and your business and opportunities expand exponentially. The more you grow as a leader, the more your business grows as a market leader. Think optimization, not status quo.
Wayne Pratt– Owner/Head Coach – The Growth Coach, Leadership & Business Coaching.
Selecting The Right Keywords – Chandler IT Support
Search Engine Optimization is the only way to get your website visible to web searches. The only thing that drives that traffic from web searches are your keywords. So it would make sense that keywords are the most important part of your SEO and should not be picked out of a hat. How should you pick your keywords? And how do you tell if those keywords are effective or not?
Those are some good questions and I have some good answers for you. First, you need to put yourself in the shoes of your customers. Start thinking how they would think. What words would they type to search for the product or services you are selling? Keep in mind that the best keywords are two to three words long. If you are using just one generic word, you could be doing a lot of SEO for a long time and never get anywhere in the search results pages. Also, don’t be too descriptive! For instance, let’s just say you are doing SEO for your new line of organic dog treats. You wouldn’t want one of your keywords to be ‘treats’ because that is too generic and nobody knows what kind of treats your selling. Are they ‘Trick or Treats’ or are they some kind of ‘dirty version’ of treats? Ok, we won’t go there! Also, you don’t want one of your keywords to be something like ‘organic treats for your poodle’ because that is too descriptive and you probably won’t get a lot of traffic from that one guy with a poodle looking for organic dog treats!
Now that you have your list of keywords that you deem appropriate, let’s go find out if they are effective or not. Google has a wonderful tool named Keyword Planner, this is the new version of Google Keyword Tool. Don’t be alarmed if you were using the Keyword Tool before and now you can’t find it. Keyword Planner has the same functionality as the Keyword Tool had, but now it is geared more towards businesses paying for PPC keywords. For those of you who have never used this tool, it is a snapshot of every keyword ever typed into a search bar on Google and how much that keyword is getting used for SEO.
To use the Keyword Planner you need a Google account. Go to Google Adwords and if you have no account, you will have the option to do so. After you have logged into the Google Adwords website, hover over Tools and Analysis on the navigation menu and click on ‘Keyword Planner.’ Now, click on the Keyword button next to ‘Segment by.’ Now, click on the ‘Search for keywords’ button. Type your keywords in the ‘Your product or service’ box and make sure ‘Search for new keyword and ad group ideas’ is selected.
This list shows you how many times your keywords get searched for on a monthly basis and how competitive your keywords are. It also shows you another list of suggested keywords that you may not have thought of yet. Now you can determine whether or not your keywords are sufficient enough for SEO.
When selecting your keywords with the Keyword Planner, make sure to pick ones that have a large amount of monthly searches. Keep in mind that a keyword with a ‘High’ competition means it is going to be a bit more difficult to get results. So, pick some low and medium keywords with high monthly searches, but don’t be afraid to pick a couple high competition keywords just to see how well you’re doing your SEO. Now that you have your keywords, you are ready to start climbing the SERP ladder!