SEO: 4 Roles Every Business Owner Should Play | Web Marketing Today

SEO: 4 Roles Every Business Owner Should Play

As search engines get better at understanding human behavior, winning their attention has become less about tricks and schemes, and more about delivering solid user experiences.

As a result, the business-owner-as-SEO (search engine optimizer) should get comfortable playing four different roles: webmaster, journalist, social media manager, and conversion analyst. In this article, I explain what each role entails and the reasons why you should fill them.


Getting your website set up according to search engine best practices has the greatest potential for search impact and should be the cornerstone of any search engine optimization strategy.

This involves four aspects:

  • Metadata. Optimizing title, description, heading, and image tags;
  • Mobile-friendliness. Ensuring that key site pages conform to mobile usability standards;
  • Site speed. Keeping up with factors like javascript code and server health, which influence the amount of time it takes pages to load;
  • Keyword density. Placing keywords in meta tags, content, and URLs in a natural manner.

These are only a few key on-page optimization factors to consider. Being able to address these issues quickly is an essential webmaster skill. Fortunately, all of these elements are easily manageable through most website content management systems commonly used by small business owners.


SEOs must source and publish compelling, search-friendly content that motivates users to take action.

Content marketing can accomplish a great deal for your small business in terms of helping you rank better in search engines, and there’s no one better to create it than you, the business owner.

Whether you, someone you employ, or a freelance writer is the one doing the writing, it is critical that you include regular web content updates in your digital marketing plan.

So, if we are writing web content to further marketing objectives, why the comparison to journalism? The answer lies in the type of writing that characterizes content marketing.

Many small businesses fail to realize that the point of content marketing is not to promote their business by writing about products and services over and over again. That type of content does not engage, solve a problem, or keep people coming back for more.

Instead, when business owners act as both an objective information source and reporter, their insights provide greater value to prospective customers. Make your blog posts, articles, and other content the solutions to your customers’ problems, and they will thank you with their business.

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