Have you ever heard a professional speaker pitch an audience with tricks and tips to “get rich quick” or “lose weight fast”? It is designed to grab the attention of others, keep that attention, and finally attack them with a “real” request or pitch.
The problem is, after an audience has already been sold, many members of that audience find there is no ‘quick’ or ‘fast’ way to achieve the goals they want.Areas of Search Engine Optimization (SEO) (opens in new tab)) makes no difference.
There are many ways companies and brands can approach their SEO strategy, all with the ultimate goal of improving their digital presence and reaching more potential customers, customers or sponsors. In this article, I would like to highlight the three most important points a brand needs to cover to ensure the success of his SEO strategy.
Understanding search engine platforms for optimization
Before businesses and brands can start optimizing their SEO strategy for success, they need to understand both their target audience and their behavioral patterns. This means asking questions like:
- Are your audience using and/or experiencing your brand/product/service primarily through desktop or mobile search?
- What questions do viewers ask when they search for us?
- What digital content do our viewers expect or want to see from us?
- Is the online information up-to-date and 100% accurate?
- Does your existing online information and content match the message you want to convey to your audience?
It’s also important to remember that these questions should not be asked in a “one-size-fits-all” view of your SEO strategy. This is because your target audience doesn’t just use search engines to find content for your business or brand. These and similar questions should also be asked to optimize your digital presence on other platforms such as:
- mobile app store
- Video hosting platform (YouTube, Vimeo, etc.)
- Social Media Platforms (Facebook, Instagram, LinkedIn, etc.)
- Third-party platforms (Amazon, Yelp, etc.)
The overall goal of understanding the multitude of search platforms is to maximize the visibility of your brand and the products or services you offer your target audience. By optimizing your brand presence and content on each of these platforms, you can start optimizing strategies that not only improve your SEO performance, but also improve your customers’ search experience.
Understand that content is for users first
It’s easy to forget that our brand’s digital and online presence is ultimately about people, not the search engines themselves. Therefore, the overarching goal of any SEO strategy is to maximize brand reach through SEO in order to increase consumer traffic and engagement.
The goal here is to create content aimed at the customer, not the search engine. If you’re wondering what to do, follow these steps to get started.
- Understand the context of how and why customers search for your brand
- Identify 3-5 specific keywords and a few other long-form keywords (such as phrases) that customers use when searching for your brand or product.
- Through customer context and popular keywords, intention of keywords selected for use in SEO rankings
For example, if your brand is seen by customers as a source of information or data, such as a weekly newsletter, using a few shorter keywords (such as ’email marketing’) will help your web page rank higher in search queries. may become visible. Customers who help answer the questions they search for.
However, if your brand is digital marketing (opens in new tab) For agencies with a goal of increasing digital transaction rates, we recommend using longer, more specific keywords (such as “cross-channel enterprise marketing channels”) to improve rankings. This will drive more traffic to your content and the chance to achieve higher transaction rates.
The goal of this step is simple: give your target audience what they want. This can be achieved by generating high-quality written copy, visual content such as easy-to-read infographics, and making sure that both are suitable for mobile devices in your SEO strategy.
Optimize content, data and resources
The final step in ensuring a successful SEO strategy for your brand is, in a nutshell, content.
Without content, whether written, visual or otherwise, your brand has no influence over what you have to offer your target audience and customers. Spot in.
Ask a few simple questions to ensure that the content your brand publishes and delivers to your target audience is optimized for SEO.
- Is your existing content accurate in describing your message and products/services to your target audience?
- What can Google’s “People Ask” or “Related Search” features tell you to improve the effectiveness of your content?
- Have you addressed previous issues related to customer service, feedback, and/or engagement? If not, how can you improve your content to best address and fix these issues in the future? mosquito?
- Have you audited your existing digital content to ensure it meets or exceeds the quality of your competitors?
- Is your content optimized for mobile-friendly searches, devices, and users?
Once you have asked and answered these questions, you can start optimizing your online content, data, and resources to improve both your SEO rankings. (opens in new tab) As well as the customer experience.
Here are some ways to start this process:
- Optimize titles for each page of your website, including URL descriptions
- Make your value proposition stand out and take center stage
- Use internal links to direct users and search engine spiders from one page in your website to another
- Where applicable, include external links to relevant third-party websites or content to enhance our brand standing and expertise.
More advanced tasks include:
- Work with webmasters to address Google’s “Core Vitals” and PageSpeed requirements
- Add structured markup (schema.org) to all applicable web pages and elements within web pages, such as business information, ratings, videos, images, etc.
- Improve your mobile experience to search engine standards
With these three major steps completed, your business or brand should be well on its way to ensuring a successful SEO strategy in the coming weeks and months.