As a business owner or marketer, you have likely heard of SEO. Knowing the fact that SEO is “the procedure that affects the website ranking and the visibility of a site or web page on a search engine’s unpaid results” doesn’t assist you in your quest to use SEO for your business.
What’s likely interesting to you as a marketer or a business owner is how you’ll deploy SEO to assist you in driving more relevant leads or traffic which will ultimately lead to revenue and profit for your business.
Why should you prioritize SEO?
Many people and business owners have different goals but bringing in traffic is always universal for every website owner. Traffic is often extremely powerful for a business not only because of website ranking but because of brand awareness that can convert into profitability.
People are checking out any factor that is directly associated with your business. Beyond that, your prospects are also looking into all types of things that are only associated with your business to see your unique selling proposition compared to your competitors. These represent even more opportunities to attach with those types of searchers and help answer their questions, solve their problems, and become a trusted resource for them. If you are in a customer or searcher’s position, would you trust someone that is a stranger to you or someone you already saw before and have some familiarity with? You’ll most likely prefer the one that you have encountered before and have seen his or her content over a stranger.
Two Factors That Will Help You Identify The Right Target Keywords
The first step in SEO is basically to work out what it is you’re optimizing for. Keywords are the terms, words, and phrases people use to research anything. As a business owner, you would want your website to rank high on your target keywords.
Here are some factors that you would need to know about keywords:
If a keyword has a high volume search then it would mean that it is great for your business. However, not all keywords are completely relevant to your prospects. Relevance seems straight-forward at first but it can get complicated. If you’re selling email marketing automation software to Fortune 100 companies, you do not want to rank high on irrelevant keywords such as “beauty supplies”. Targeting the keyword “email marketing software” which is highly competitive might be a great description of your business but it does not necessarily mean it is the right keyword. Moreover, not all searchers for this keyword are interested in paying for your software.
The keyword “best enterprise PPC marketing solutions” is irrelevant to your business since you don’t sell PPC marketing software. This is why your SEO expert must do their proper research on relevant keywords that will have a high conversion for your business.
Like any marketing strategy, with SEO you would like to think about the probable costs and likelihood of success. For SEO, this suggests understanding the relative competition that you have for specific keywords. First, you would need to know who your prospective customers are and what are they looking for.
Once you’ve identified your ideal customer, you can start your research for competitors in the field and the relevant keywords they are targeting. You’ll have an initial “seed list” of possible keywords and domains to assist you in getting additional keyword ideas and use competition metrics to determine your main targets.
This doesn’t mean that you will simply check out your keyword ideas from your competitors. Look for related services or products like yours that are selling to a similar market. Check them out for content ideas, look for niche publishers who mention your industry, and determine which keywords are they using to have a high website ranking.
Looking at the keywords’ relevancy and competition are important factors to get started with your SEO journey. Nonetheless, keywords are not the only deciding factor to increase your website ranking. There are various factors, indicators, and algorithms that Google uses to determine which websites are relevant to the searcher’s query and which web pages are reliable. Google’s systems continuously evolve which means that businesses and marketers must be flexible to any changes. SEO can be hard and time-consuming but will give great results for your business.