No business that wishes to remain competitive in the digital age can afford to treat SEO as an afterthought. With search engine optimization playing a large role in nearly every enterprise’s digital marketing efforts, businesses that shrug off SEO do so at their own peril.
As is the case with any type of marketing, digital or otherwise, a company’s search engine optimization efforts need to be tweaked and refined over time. In some instances, new and emerging trends help facilitate the need for change. Other times, a business’s lack of knowledge and hands-on experience with SEO creates the need for a shift in direction.
Whatever your enterprise’s reasons for retooling your SEO efforts, you’ll be well-served by the following tips.
Enlist the Aid of SEO Service Providers
Search engine optimization is far from a “one size fits all” affair. SEO strategies that work well for certain businesses fall flat for others. As such, if you feel that your enterprise’s SEO efforts have reached a roadblock, don’t hesitate to enlist the aid of a highly-rated SEO service provider. The right provider will educate you on all things search engine-related and help you create and implement a comprehensive SEO strategy that’s uniquely suited to your brand.
Many SEO service providers don’t limit themselves to search engine optimization. Most providers offer services pertaining to link building, keyword research and integration, content creation and other forms of digital marketing. So, if there are any other areas in which your web marketing efforts could use improvement, get in touch with an experienced SEO service provider.
Educate Yourself on Search Intent
When creating SEO content, search intent should always be taken into account. Since 99% of search terms fall into four intent categories, you’ll need to identify which of these categories you want your content to serve. For example, content designed to inform and educate would fall into the informational category.
Content that’s meant to direct people to specific sites or profiles would fall into the navigational category. Content designed to sell items and/or services would fall into the commercial category. Lastly, content that seeks to connect people with specific types of deals falls into the transactional category.
Identifying the category you want your content to fit into will make it easier to select relevant and effective keywords. Furthermore, deciding on a category before beginning work on a piece of content will help ensure that you’re able to maintain a consistent voice and write for a very specific audience.
Use Listing Sites to Your Advantage
Every business should take advantage of free listing sites, especially enterprises that are locally-focused. The more business listings you create, the greater your odds of being discovered by potential clients. Local listing sites can be particularly effective tools for small businesses, as a whopping 46% of all searches have local intent.
In addition to utilizing local sites, take care to create a profile for your enterprise on Google My Business. Not only will this make it easier for patrons to find and rate your business, it will increase your odds of being listed in Google Maps searches.
Remember That Search Engines Are Not Your Intended Audience
When creating SEO content, many businesses make the mistake of writing for search engines instead of people. While eliciting attention from popular search engines is certainly among the goals of SEO content, it’s important to remember that search engines should not be your intended audience.
Sure, content that’s riddled with popular search terms may serve to direct people to your site, but if the content serves no purpose other than to reel people in, first-time visitors are unlikely to stick around. With that in mind, make an effort to create content that’s engaging, informative and liable to generate repeat visits. So, the next time you find yourself composing SEO content, remember to write for people first and search engines second.
Search engine optimization should be a big part of any business’s larger digital marketing strategy. With effective SEO efforts in place, you can attract thousands of new visitors to your website, build a steady audience for your content and elicit attention from a large number of prospective patrons. In light of the many ways search engine optimization can serve your enterprise well, you’d be wise to refine your brand’s SEO efforts.