Remember having to look through the phonebook in the business section to find the number you need? And then calling that number not knowing if the services are really what you are looking for. Well, those days are over because we have this wonderful thing called SEO.
If you are in the marketing industry, you know what SEO means. So for those of you who do not know, it is Search Engine Optimization or the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine. We love keyword research and driving visitors to our clients’ site. Want to know our secrets? Well, you are in luck because we are willing to give up just a few!
Tip #1: Don’t optimize for search engines, optimize for humans! Click To Tweet
We don’t want to to try and think how to rank 1 on Google, yes that will help your visitor count but optimizing specific keywords for your personas will be more helpful than just win over google rankings. Think about what your target audience is searching for when laying out your keyword strategy. For instance, someone looking for HubSpot’s software might be searching for a solution to a problem like “how to get more qualified leads.” That’s a very specific keyword phrase that addresses a human’s problem, not something generic like “leads” that might have a huge search volume, but not actually address the problems people are facing in your industry.
Tip #2: Provide quality content
Marketers need to earn their clicks and earn the rank; companies can do that by providing quality content. You want to produce content that is worth reading and helpful to others. You can write about your own company all day but if you become a trusted thought leader in your industry, your sales will show that.
Tip #3: Be adaptable
Search rules and algorithms are always changing. The consumer search landscape has changed and your company needs to be alongside it. We recommend looking at your SEO strategy quarterly and see what is working and what is not. It is not tricking a machine and if you are building your strategy for a person. Technology is ever changing and we need to change with it or even change before it to be head of the curve. Search engines have been implementing changes to their search algorithms at rapid paces in order to deliver the most valuable matches for users’ search queries. The more search engines base their decisions off consumer wants, the more we should all be aligning our businesses with this mantra, too. What can you do to optimize your online presence so it better benefits the searcher? Keeping that question top of mind in all of your marketing — particularly your SEO — will help you be an organic search expert.