SEO, or Search Engine Optimization, is your golden ticket to getting seen, getting heard, and getting traction in the digital space. However, it’s not just about being visible. It’s about connecting meaningfully with your target markets through your website and content.
SEO is a critical piece of your marketing in your revenue generation system because, when it’s optimized and working, it is a source of inbound leads.
Can I Ignore SEO?
Even after reading what I shared above, this may be the first question that jumps to your mind. Why bother with SEO if you’re a small company and haven’t focused on it before? The two comments I hear most often are:
1. SEO is too complex for us.
SEO is complex and takes time to rank with Google and other search engines. Does that mean we can ignore it if we’re a small company? No. It means that you want to use some basic strategies that will help your website SEO whether you’re intentionally focusing on it or not.
2. Our prospects won’t search for our solutions.
What if our prospects aren’t likely to search for our type of services on the web? Can we ignore SEO in that case? No. SEO content strategies are based on the information people want to know about the issues you solve and your services. Using them helps you to write better content for your website, social, events, and even sales collateral that’s never published on the web. Plus, in the likelihood someone does search for you, they may be able to find you.
There are some core approaches you can use to navigate the intricacies of SEO, focusing on targeted keywords and content optimization.
SEO Keyword Recommendations
The foundation of any successful SEO strategy lies in the adept selection and application of keywords. Keywords are those words and phrases that your target market uses to search and find you.
With today’s heavy focus on content creation, keywords help you refine what you’re writing about.
Keywords are clues.
As it relates to SEO, keywords are thought of as search terms just as I defined them. But keywords are words and phrases that people are using to find information. They are clues to what your target market wants to know.
- Keywords can be phrases that lead to questions people have.
- They may be the services your target market is looking for.
- They can be problems your prospects are grappling with.
My top recommendations for mastering your SEO keywords are:
1. Identify and use audience-specific keywords
Think like your audience. What words or phrases are they typing into search engines? Incorporating these into your content ensures you speak their language.
2. Strategically place keywords
It’s not just about having the right keywords. It’s about placing them where they’ll have the most impact. This includes your web page URLs, headings, and throughout the body of your text. It also includes content you post across the web pointing back to your website.
3. Focus on niche keywords
In a sea of competition, finding niche keywords relevant to your audience can significantly boost your visibility. Also known as long-tail keywords, these may not be the most searched terms but can attract more qualified traffic to your site.
Finding keywords is part art and part science. I’ll be the first one to tell you when you can learn something on your own and when you probably want help. There are answers in the data, but figuring out where to focus is the art. Yes, we can help with your comprehensive keyword research to determine which keywords you should focus on.
SEO Content Recommendations
Once your keywords are in place, content becomes the vessel that carries your message forward and gets you seen. Effective content not only engages your audience but also satisfies search engine algorithms, enhancing your website’s visibility.
My top recommendations for mastering your SEO content are:
1. Solve your target market’s problems
Your content should be a treasure trove of education and solutions for your audience. Address their questions, challenges, and needs comprehensively. Help guide them down a path of discovery, answering the questions at the top of their minds.
2. Regularly update your site with fresh content
Whether through blogs, articles, or updates, continuously adding new content keeps your site dynamic and more attractive to search engines. It’s the combination of keywords and fresh content that helps your SEO. Continuously update your site with fresh, problem-solving content your target market cares about.
3. Incorporate a variety of content types
Engage your audience with a mix of content types, from text and images to videos. While search engines can’t yet read video content, it makes your message more engaging and personal. You can use strategies like alt tags, descriptions, and optimized content summaries to add SEO elements to videos and video images.
Broaden your perspective of content.
Knowing that keywords are clues, think of content broadly. While associated primarily with internet searches, they are a desire for information – and that information doesn’t have to be delivered digitally.
Incorporate SEO best practices in nondigital content:
- Sales collateral
- Case studies
- Event content
- Videos
- Direct mail
Digitally, use keywords in content for:
- Your website pages, landing pages, forms, and blogs
- Social channels across profiles and content
- Website assets
- Webinar promotions
Your SEO Goal Is To Attract the Right Traffic
In weaving together your SEO keyword and content strategies, remember the goal is not just to attract any traffic, but the right traffic. Your website should be a beacon for your target audience, guiding them through the noise of the internet directly to your company. Using these recommendations, you’re not just optimizing your site for search engines, you’re optimizing it for the people you aim to serve.
4 action items to attract qualified SEO traffic
Whether you are new to SEO or read this article because you want to refine your current efforts, here are the four actions to take to implement the advice I shared:
- Conduct SEO keyword research
- Align keywords to a comprehensive content strategy
- Develop and publish custom content
- Review metrics and recalibrate your strategy
KLA Group is your go-to resource for SEO explained in plain English
As you follow through on your action items, know you are not operating alone. KLA Group’s SEO and digital marketing experts are available to guide your efforts, create content on your behalf, or act as a strategic advisor.
Call today to inquire about our coaching, do-it-for-you, and do-it-with-you services.
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