Traditional SEO (search engine optimisation) of simply picking keywords and placing them on the page has been replaced with search engines providing the ‘best’ and most helpful responses to the query. Done the right way you’ll build credibility and trust (in Google's eyes), leading to stronger rankings in search results and hopefully, more traffic.
Four things to consider when reviewing your SEO strategy:
- Understand what makes your customers tick
Before creating content, you need to define exactly who your customer is. I'm sure you're quite aware of who they are, but part of what we do to ensure a solid strategy, is to really delve in, find your niche and target them. This is a better way to generate new leads (and ultimately new business enquiries).
- A clear customer journey
What are your goals for the content? Do you just want people to check out your site? Do you want people at the point of research or are you just seeking customers ready for purchase? Knowing what you want from your traffic will further define the kinds of content you should be creating, and at what point to engage them. A prospect at the start of their journey seeking to understand your service offering will not want nor respond to a sales call to action message.
- Chase the long tail
Targeting individual keywords can be time consuming, highly competitive, and expensive if using paid search. Often times pursuing a long tail phrase like "Maltese groomers in Melbourne" or "Mobile small dog groomers in St Kilda" rather than "Dog Groomers" can be an easier proposition. By knowing your customers, and understanding exactly what they're searching for, you can provide very specific content addressing their exact problems. You can probably see, this is really how people (yourself probably included) use Google these days to answer a specific need. Owning these long tail searches over time can be very beneficial over the life of your SEO strategy.
- Vary the content you serve
A clear customer journey will help with identifying the right content to serve at each stage. Content comes in many forms. Blogs are a popular and proven method for gaining new site users, but they’re far from being the only option. Video, white papers, quizzes, infographics and podcasts are other popular digital content approaches.
Finally, people often overlook structuring their blogs to be indexed by Google. Do this and remember to link posts on related topics or services so your customers can start experiencing deeper engagement with your brand, and be more likely to become a buyer.