SEO is not optional. It is a never-ending, crucial investment. SEO stands for Search Engine Optimization. Without it, you are likely to lose a drastic percentage of earned media and organic traffic. Not sure where, when and how to prioritize SEO? Expert Joe Laratro is here to help!  In this new episode of the Social PR Podcast, host Lisa Buyer invites the founder of Tandem Interactive and author of the SEO Diet, Joe Laratro, to discuss how to avoid make-or-break your brand’s website redesign mistakes. The #1 Mistake - User Experience First, SEO Second The biggest mistake when redesigning a website is acquiring tunnel vision for only user experience. While this is an important detail to factor in, SEO should be your main focal point.  Your website might be beautiful, but if it has “thin” content chances are you will not get found in Google searches. Now, if your business is on the scale of Nike or Coca-Cola, then you may be the exception to the mandatory SEO rule. But if not, then there's really no use fighting it. After all, SEO is the long-term growth strategy for your brand’s website.  SEO v. Paid Search There’s a lot to unpack when it comes to SEO, especially if you’re unsure where to begin, so here’s the core difference between the two: SEO is a mandatory business process. Paid Search is an optional marketing task.  Oftentimes, people will just throw their money at paid advertising because it’s a simple plug-and-chug arrangement. And while it does guarantee high engagement and website visits, it is ultimately a fleeting investment win. “(SEO is) an investment in the business. It's not an investment in marketing.” -- Joe Laratro Optimizing Website Images If you’ve ever used WordPress or Squarespace, you probably noticed optional boxes that read alt-text and/or alt-tags. These are often underutilized image elements that can only improve your website’s SEO if put to use. Even inputting the simplest description can greatly improve optimization and accessibility.  Here’s a friendly reminder to jot down: Visuals without words > Words without visuals  BUT  Visuals + Words = Ultimate SEO Powerhouse Joe’s SEO Masterclass at PubCon Florida Pubcon Florida 2021 is a digital marketing conference where consultants and businesses build relationships and learn the latest SEO and PR strategies. At this year’s event, which takes place at the Kovens Conference Center in Miami from Aug. 3 to 5, Joe is teaching an exclusive workshop on all things SEO. Some topics discussed in this episode include: SEO (Search Engine Optimization) Website Design User Experience Mistakes SEO v. Paid Search On-Page SEO Image Optimization Alt-Text & Alt-Tags PubCon Florida 2021 Entity SEO Media Mentions & Link Mentions Connect with Joe Laratro LinkedIn Twitter Facebook