Advances in technology has changed the game for organic search strategies. Back in the day, it was common to take your top performing keywords and incorporate them into existing content. Add to that, you might use your title tags for linking outreach.
That kind of covered your SEO strategy, right?
Guess what! Not anymore…
Don’t get me wrong, keywords are still important. Less emphasis is placed on organic search by more successful brands because of the advances in digital communication. These brands target their customers and interact in ways impossible a few years ago. Knowing their customers’ habits, brands have approached their strategy from a digital standpoint.
Today, you must think about the digital habits of your audience, their expectations and go through the customer journey. You want to meet them where they are.
Customers use their digital habits to engage with brands and for that reason, brands must be at the forefront to meet their needs.
So, where is SEO in all of this?
You must think of the customers first and how they interact with your brand digitally.
Let me share five ways on how you can boost your SEO digital strategy.
How well do you know your customers?
If you don’t know your customers already, you can start by understanding their needs, problems and how you can solve their issues. For one, you can develop insightful and creative messages that will resonate with your customers. Connect with them on an emotional level.
Use your messages in your paid and organic search and implement them into your digital marketing channels such as social, video, and other traditional channels.
Keep in mind, Google is more concerned about how people interact with your message rather than you just adding high performing keywords into your content for your search optimization strategy.
- It’s Not Only About the Click
While getting clicks are important, that’s not the only factor. If you are receiving visitors from the search engines, it pays to ensure visitors are interacting with your content.
Search engines are more interested in the customer’s interaction. What are visitors doing on your website? Are they finding the answers once they arrived? What about them exploring and spending time on your website? If they click and move on quickly to another website, you have a problem.
You can use a tool such as Google Analytics to help you answer these questions and fully appreciate the buyer’s intent.
If you are starting this journey, its ok. It will take time to adjust your strategy to meet your customer’s needs.
Just remember with your content, you want to keep their attention. In return, the search engines will reward you in the search results.
- Be Original in Your Content
Content is king but you got to be original whether you are distributing a video, image, short or long-form copy. It can be challenging to create content but the more you create, the better. An alternative to coming up with original content, you can curate. Just remember to give proper attribution for other people work. What you don’t want to do is curate all the content. Feel free to add your own thoughts to boost your voice when you curate.
Just for your information, the use of longer articles tends to garner more authority and traffic. I recommend you write between 1200-1500 words based on what I am seeing these days. Keep in mind, digital content marketing is always in a state of evolution.
As more customers read your content on mobile devices, its best to break up long paragraphs, add photos, captions, bullet points and call-outs where necessary to improve the visual flow.
- Optimize Content for Mobile
Today, people are on the go. We read our emails, search the web, play video games, and watch videos from our mobile devices. As more and more people spend time on mobile devices compared to watching television, Google uses as a ranking factor, the mobile friendliness of your website. Give your customers what they want by providing great content for them to read on mobile.
- Voice Search, the Next Big Thing
Recently, I met up with a client. I noticed his use of voice search. He didn’t for a second typed or called anyone but instead, responded with his voice. Our lives are so active such that Siri, Google Voice Search, and others are becoming a necessity.
Your content should be conversational in nature by focusing on natural sentence, structures, and phrases. As technology continues to advance, voice search will become more important.
You can use Schema markup (HTML web coding) which provides alternative information for search engines to find your product reviews, method of payment accepted, and hours of operation when customers activate their voice search looking for your products and or services.