Search engine marketing is a powerful promotional method that can have a dramatic impact on sales if executed properly.
Here are a few expert tips that could help you take advantage of this channel to build long-term revenues.
The most successful digital promotion discipline is known as search engine optimization (SEO) and it relies on the unique nature of online searches to push the most adaptable brands to prominence without a huge investment.
However, not everyone can achieve the same kind of results with it, as some companies easily claim the top spot on the search results page while others struggle to attract any kind of traffic to their websites.
If you are familiar with basic premises of SEO marketing but would like to do it more effectively, this brief guide will get you up to speed and allow you to start thinking about practical applications:
1. Localize Your Keywords
Keywords are phrases used to direct online searches, for example, a person from London looking to buy office supplies would probably type "office supplies London" into Google. It is impossible (and undesirable) to optimize your site for every word in the dictionary, so choosing five to 10 most appropriate phrases that best describe your business is mandatory.
If you make "office supplies" your primary keyword, you’ll be competing with companies from around the world, so it makes sense to narrow the field by including a geographic location. In the example, we used as an illustration, the company would benefit from limiting its attention to searches originating from London, or perhaps even to a particular part of the town (i.e. Croydon).
2. Never Underestimate the Power of Links
Google and other search engines constantly upgrade their algorithms to display the most relevant results in recent editions external links have been given a lot of weight. To put it simply, if other, well-respected sites are providing links towards your pages, search engines will take it as a sign that your company is legitimate and its offering is well matched to the current search terms.
It may be difficult for a startup to build a strong inbound link structure, but there are various methods to do this, including blog writing and social media activity. Over time, accumulated links and their corresponding referencing power will push you all the way to the top if you are persistently prioritizing this aspect of your marketing.
Related Article: SEO Friendly vs. SEO Strategy: Why They Both Matter to Business
3. Use Rich Media Content to Boost Your Image
Text is the cheapest category of content it’s fairly easy to populate your site with descriptions of your products and biographies of the founders. However, your brand would be better served if the site also included multimedia content (photos, videos, interactive elements) alongside the text. There are two main reasons for this you will get an SEO boost from rich media elements, but their presence will also impress the visitors following the link to your homepage.
A visitor that encounters a well-made video right after landing on your site is more likely to stay and browse around, giving you additional opportunities to make the conversion. Of course, producing high-quality videos or infographics requires professional skills, so you will need a solid production budget if you want the best results.
4. Mobile Optimization Is Paramount
Your website needs to perform well on any screen size and with any browser so that different users have the same level of functionality. That principle is even more important in the age of mobile devices operated by touchscreens since these systems generally demand a specific layout and less demanding graphics.
Globally, there are more than 1.2 billion users who regularly access the web from their mobile devices, so this is not a segment of the market that you can afford to alienate. You can also think about including some features that are custom-built for mobile access, such as interactive maps based on geolocation or voice search function.
Related Article: How One Utah Moving Company Conquered Local SEO—and You Can, Too
5. Use SEO to Strengthen Your Brand
Most companies rely on SEO exclusively to boost their sales volume, missing the chance to fortify their brand positions at the same time. Search engine optimization will bring potential customers to your doorstep, but you still have to endear them to your brand through various means on your disposal, from charging fair prices to various limited time promotions and loyalty programs.
According to Ranked One, a top-tier Internet marketing agency, we are just scratching the surface when it comes to the use of SEO for branding and we could see a broad array of creative new strategies in the coming years. Social media platforms are extremely important in this sense, as they give you a chance to interact with your customers directly and connect your brand to a broad range of ongoing events from the real world.