I use a lot of SEO jargon in my career. I’ll try to do a better job of communicating what I do because communication is at the core of what I do. When someone asks me what I do, I usually answer, “I do technical SEO.” If they look confused, I follow up with, “I help people rank on Google.” It’s still not a lot to go on, but it is usually enough for the moment.
My team and I help companies get in front of people who are searching on Google for stuff that’s relevant to their business. Put a better way, we help brands answer questions that people are asking.
Billboards, TV and radio advertisements shout things at people, in the hopes that their ad has enough impact to encourage you to take action. It’s outbound. What we do is inbound. You’re actively looking for something, maybe on Google. Something sparked this moment and you began searching for a solution.
Google calls these Moments That Matter. They’re triggers. Your sink starts leaking. Your washer stops working. You see a jacket that you absolutely have to have right now.
The inbound side of digital marketing looks to capture you in this moment and guide you to the right answer. The organic side, which is what I do, may be at the very end of the inbound spectrum.