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More than 94 percent of consumers begin researching potential purchases on Google every day (Meloni, 2012). Is your brand on the first page of search results? If not, how do you get there? The power of search engine optimization (SEO) can be harnessed by any brand, it's just a matter of how to leverage it.
SEO increases a brand's online presence and digital authority, but it’s one piece to a bigger strategic integrated marketing communications plan. Set your “big picture” digital goals first and integrate your SEO and search engine marketing (SEM) strategies to help bolster your results. For the purpose of this blog post, let’s assume one of your digital goals is to rise up to the first page of Google search rankings. Four key strategies can get you from zero to hero in search engine rankings: content, optimization, integration, and promotion. Let's take a look at each one.
Content & Optimization
The first step is to craft online content with
your customer in mind. What do your customers value from your organization? What
are their current online research habits? Think about who they are, what kinds
of content they like to consume, how they like to consume it, and then craft
your content just for them. You can use a variety of content delivery methods via social media based on your customer research, including podcasts, blogs, e-books,
microsites, whitepapers, etc. By creating unique, compelling content for your
target audience, you’ll drive traffic, engagement, and conversions, which in
turn will help build your search engine ranking.
The second step is to optimize your content
for maximum impact. “High performing content is a balance between users and
search engines. Just as your content needs to quickly capture the attention of
a user and clearly deliver value, search engines require the same consideration”
(Stern, 2015). For each piece of
content, integrate key words that aren’t focused on general terms (frankly any
of your competitors could optimize their content for the same word), but more
specific words and phrases that differentiate your company and resonate with
your target audience. Also think about the user experience and “shareability” of
your content on social media by including additional links, images, and credible sources to
boost your online authority. These tactics will aid in organically increasing
your search results.
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| webtownmarketing.com |
Integration & Promotion
As web marketing strategist David Meerman-Scott says, “The web is different.
Instead of one-way interruption, web marketing is about delivering useful
content at just the precise moment a buyer needs it. It’s about interaction,
information, education, and choice” (Scott, 2012, p. 18). Once you have developed
expert content, now deliver it to your customers! Social media is a
natural conduit to publicizing your organization’s content and an integral part
of your search engine marketing (SEM) plan. “Google’s algorithm now looks at
the social success of posts, perceiving that if content receives high sharing
volumes, it is likely information worth sharing” (Single Grain, 2015). Keep
your content tailored to each of your social media channel’s audiences and make it shareable (there's that word again). Remember, your content will sell itself if it's worthy of being shared.
The good news? All of these integrated, targeted promotional efforts are all driving to the same goal: Improving your search engine ranking and increasing your reach as a brand. From a tactical perspective, use your social media channels to engage in two-way dialogue with your customers and listen to what they’re saying about your content. This will ensure you are sharing the RIGHT content at the RIGHT time, all working to increase your search engine rankings through optimized social media channel promotion.
The good news? All of these integrated, targeted promotional efforts are all driving to the same goal: Improving your search engine ranking and increasing your reach as a brand. From a tactical perspective, use your social media channels to engage in two-way dialogue with your customers and listen to what they’re saying about your content. This will ensure you are sharing the RIGHT content at the RIGHT time, all working to increase your search engine rankings through optimized social media channel promotion.
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| www.123rf.com |
If You Build It, They Will Come
By creating, optimizing, integrating,
and promoting great content via social media, you're on your way to higher search engine
rankings and greater visibility for your brand. Google Analytics will help you
understand how your content performs and what content drives more traffic from
your users. Use this data to adjust your SEM and SEO strategy. Also check out this article
with more SEO tools, including information on paid ads that can help boost your
rankings.
SEO is one step to building a
greater, more authoritative brand. Climb the ladder and reach the top -- if you
build it, they will come.
How else would you use SEO to build your brand? Share your thoughts in the comments section!
References
Scott, D. (2013). The New Rules of Marketing & PR (4th ed). Hoboken, N.J.: John Wiley & Sons.
Single Grain. (2015). How to Optimize Your Visual Blog Content For Search. Retrieved from http://singlegrain.com/optimize-visual-blog-content-search
Stern, T. (2015, March 4). A Content Marketer’s Guide to SEO: A Checklist. Search Engine Land. Retrieved from http://searchengineland.com/content-marketers-guidechecklist-seo-215310
