It takes an integrated vision of how SEO, lead nurturing, and the sales process work to arrive at a satisfying experience for your business – and your customer.
While it might sound difficult, building exceptional content and planning your SEO optimisation isn’t all about earning dozens of links and thousands of “viral” social media shares. If you work hard to optimise your blog content for conversion keywords – but ignore your sales pages – you’ve missed an opportunity.
It takes top of the funnel product pages that customers actually want to read to achieve results. The greatest link-building potential may lie at the top of the funnel, at the “awareness level,” but SEO only truly helps inbound marketing efforts when your website’s content and promotion are integrated from top to bottom and across all your offerings.
If you don’t take the time to know what type of content your visitors expect, what sorts of content they want to view, and what a searcher’s intent is as they hunt for information, you won’t know how to effectively move customers deeper into your marketing funnel.
You succeed by creating a specific content plan for every level of your funnel and then building a capture and retention plan which rests on a couple of key pillars: awareness and trust.
SEO is the single most important lead generation method for your business, and the numbers prove it. Organic search traffic provides more than 50% of all useful business traffic, and a strategy which unifies all your channels of content activity means you achieve efficiency with optimal use of your efforts.
You may be able to drive traffic with paid search engine and social media efforts, but study after study demonstrates that effective SEO shows results which are nearly twice as effective as those from paid social.
So where do you start? You start with choosing keywords which serve your ultimate goal. If you’re looking to create brand awareness and focus on re-marketing, use top of funnel keywords which demonstrate authority and lead your customers to a position of trust where they understand that only your brand or product can solve their problem.
It’s done by focusing your keyword research on gaining insight into your customer’s problems, needs, and intent while searching.
Keyword research is a lynchpin of SEO. Keywords are key SEO ranking factors that search engines use to decide where to rank your content in the search results they return. When you select the correct keywords, you’ve won half the battle in getting a search engine to understand your content.
The critical element in keyword research lies in getting into the thinking process of your customers and envisioning topics and needs to include in your content strategy. Your target audience is looking for something specific and you optimise your content with keywords to deliver answers to their needs.
Your keyword research should support your content creation, marketing, promotional activities, and buttress your email marketing content. You’ll also use that same keyword research to construct a framework for your pay per click advertising.
Finding effective keywords is also an element in your competitive research, and knowing and understanding the keyword strategy of your competitors will help you hone your own content strategy.
Keywords can be classified in three ways; head, body, and long tail. Head keywords are simply 1 or 2 words you find to have a very high search volume relative to your goals. Body keywords are slightly longer phrases with an acceptable level of search volume. Long tail keywords are sets of four or more words joined, and though they might have a low search volume, their specificity and detail makes them account for the majority of traffic to a site.
In the case of long tail keywords, the single most important factor is that they have specificity as the longer the phrase, the more specific it is, and therefore the fewer search results that will be returned.
The Whole Picture
At Blirt, we take executing your overall plan to the limit by building out a quarterly strategic content marketing plan which maps personas, keywords, content, SEO, digital media, and onsite conversion to reach your business goals. This strategic program includes monthly digital PR, link building, guest blogger posting, and high-quality domain authority links. The monthly site audit we provide focuses on offsite optimisation, onsite optimisation, and truly understanding your brand’s social influence.
In conjunction with a comprehensive content plan which may include blogs, social, video and white papers, we also provide regular performance reporting. That element tips you to what’s actually happening within your campaigns and identifies opportunities for growth while providing data to lead you to elements of your strategy which may need attention.
Our roadmap helps all our clients move towards customer experience leadership and it’s a framework and diagnostic survey we call, “The Experience Curve.”
If you want to get started on that path, we’ll book a discovery call with you to understand your needs and take you through our approach to transformational growth through digital business.