In my experience, many custom clothing companies spend very little to no time at all with their website Search Engine Optimization (SEO). And even the mere mention of SEO conjures up feelings of frustration and criticism.

But let’s back up a moment, what exactly is SEO?

The whole idea is to optimize your business’s online presence so as to be well positioned in front of your prospective clients. In other words, if your clients are searching for, say, “custom suits in San Diego,” will they find you on the first page of whatever search engine they are using?

That’s pretty much it, that’s all SEO is at a macro level.

And if you’re looking to build your brand and make more sales, it’s hugely important. Why? Because the reality today is that most people pull out their phones and search for what they want. If you’re not showing up in Google and Bing results, your competitors probably are.

But SEO is complicated and scary and far beyond your capabilities, right? Not at all. You can learn. You learned to drive, didn’t you? Because that was the way the world was when you were 16 years old and people drove to get places. Today, people search online for everything, and if you’re ignoring SEO, you’re driving with the parking brake on.

While SEO can certainly become complicated — depending on how far down the rabbit hole you go — here are three easy things you can (and should) do today to get started.

Set up your business with Google

Globally, Google accounts for about ¾ of all online searches. That’s a lot. And that’s why so much of today’s SEO guidance is based on appeasing the Google algorithm.

Whether you have a brick and mortar business or not, be sure to set up a business listing on Google. Even if you work out of your home (so long as you’re OK sharing your home address with the entire world), set this up. Here’s a link to get you started. Put the time in and make it happen, today.

Know your keywords

In other words, what are your clients looking for? What’s the question they are typing into their phones to search?

Let’s look at an example that has nothing to do with custom tailoring. Let’s say that you want to find a ramen shop in the Denver area. When we search for a ramen restaurant, what do we usually type in? It’s probably some variation on “Best ramen in Denver.”

Here’s what shows up (when you search Google on an ISP within Denver city limits):

The question then, is why is Osaka Ramen listed first? We can make some educated guesses. Indeed, they have the highest rating and the most reviews. But also, clicking through to their website, their tagline is “Denver’s Best Ramen Shop.” Three of the same words I typed directly into my search.

Again, this isn’t the only reason they are showing up first, but it’s having an impact, for sure.

Think like your customers. Reflect it on your webpage and social media platforms, and you’re heading in the right direction. This is the whole idea behind keywords and SEO.

Do the work and create some content

This takes some time, there’s no getting around it. When most people hear “create content,” they think “start a blog,” and while doing just that is hugely beneficial, there are lots of great ways that you can leverage your strengths to create some value-added content for your audience.

Here’s how you get started. Ask yourself how do you communicate best? Is it via the written word (i.e. blogs, white papers, etc)? Or maybe it’s audio? In that case, start a podcast, it’s easier than you think. Or start pumping out YouTube videos like there’s no tomorrow. Maybe you’re best as a visual storyteller, after all, custom tailoring provides a visual product. Start learning how Instagram works or maybe find a niche on Pinterest.

The point is to find the medium that relates best to you and then to start putting in the work to be heard. And without even trying, you’ll end up peppering your work with the right keywords.

Content marketing is extremely strong today and with everyone buried in their smartphones, there are plenty of value-added ways to find your prospective client’s’ attention.

Wrap up

The three suggestions above are just scratching the surface of SEO. And it can take some time to see results. Regardless, these are things that you can do today (and you should!) to better position your business and help you to compete in your marketplace. Plus, it’s all free — the best kind of marketing!

SEO is big. It will continue to play a large role throughout 2017. Hopefully, with this article, you’re beginning to see that it’s not as intimidating – or as expensive – as you may have thought.

Good luck!

About Ryan:

Ryan Wagner founded Bespoke Edge, headquartered in Denver, CO and is currently serving on the CTDA’s Board of Directors as Secretary.

Further reading:

When you’re ready to go a little farther down the rabbit hole…A good Neil Patel article

And here’s why SEO for audio and voice platforms will be the next big thing. For instance, see the Bespoke Edge Alexa Skill.