In this day and age, a business’s website can be just as important as its storefront. You want customers to be able to find your address as quickly and easily as possible and the same goes for your website.
Because Google changes its algorithm so often, it can be hard to keep up with the latest requirements for staying on top. This makes PPC (pay-per-click) and Adwords largely un-effective unless you can find a superstar team of internet wizards who can somehow find three words relating to your business that no other business in your industry is bidding on. And let’s face it, that’s rare.
According to a HubSpot report this year, 61% of marketers say improving SEO (increasing the chances you’ll be found on a search engine search) and growing their organic presence is their top inbound marketing priority.
Luckily there are a few tried and true organic strategies to help you do that.
Content (Videos + Blogs)
This can be anything from engaging blog posts to informative videos – quality content is key and will not only establish you as an expert in your industry but also help your business to build lasting and engaging relationships with your customers. A podcast is another highly effective way to engage with your audience, albeit a more time consuming one to produce.
Whatever way you choose it will be worth it. Over half of marketers say relevant content creation is the most effective SEO tactic according to Ascend2.
Once you have your content together you want to get it out to as many people as possible. That’s why social media is such a valuable tool. By creating free accounts and using effective strategies for each outlet, you can get the word out to more people than ever.
Social media also helps your business to establish a digital identity – a place where people can go if they’re curious to know more about your business. Aside from just content, your feeds are a place to share anything relevant to your business and/or industry.
Fresh inventory? Post a picture. Interesting article? Post it. You want to be engaged with it because consistency is essential in establishing an effective online presence.
Specifically long tail keywords. This is a handful of phrases that pertain specifically to your business – whatever you think people would type into the search bar to find you. By repeatedly sprinkling these keywords throughout your site, you’re increasing the chances someone will find you with them.
Backlinks are when another website links to yours – an “inbound link”. This tells the search engine two things. One, other sites vouch for your content. Two, your website is credible.
Building backlinks can be a process but by creating quality content that other sites can use, you will gradually build connections with other relevant creators in your industry. Social media is great for this, as is putting out quality content to be linked to.
To sum it up
In the end, each of these pieces builds on each other. Every single one is important in launching an effective digital marketing campaign.
There are no shortcuts when it comes to building your brand online – consistency and timing are key and if you keep at it, you’ll get results.
GOTCH SEO sums it up nicely – “your content strategy will make or break your SEO campaign. It doesn’t matter how many backlinks you get. It doesn’t matter how well you optimize your site. Your SEO campaign will eventually fail if you don’t take content seriously.” Content is key!