Digital marketing is a field that constantly evolves and at a rapid rate. With the progression of technology, businesses now have more ways to engage with their customers and even potential clients. The purpose of an effective digital marketing strategy is to manage, deliver and optimise a customer’s overall experience with your brand. So where exactly does search engine optimisation (SEO) fit into your brand’s end-goal?
Search engine optimisation (SEO) is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. Think of a search engine as a website you visit to type a question into a box. Google, Bing and Yahoo alike, gathers information about all the content they can find relating to your question and provides a list of results with links to web-pages that could answer your question.
As a business owner, you want your brand to appear first on the list for whatever your business’ niche is. Your digital marketing strategy should focus on how to optimise the internet’s potential to bring your brand business. Not quite sure what this entails? Here are 3 ways to optimise your brand’s online presence using SEO:
- Customer journey with your brand should be acknowledged
SEO and content marketing should work together to deliver relevant content across all stages of your customer journey and the layout of your website should include typical questions your audience may ask. Map out these scenarios and structure your content around it. SEO has to optimise the content for each “intention” behind a user’s search.
- Tailor your website specifically for your customer’s needs
Analysing the search terms your audience may use will help you to better understand the way they thing. For example, if you’re seeing your audience searching for “software,” and your company refers to it as “solution”, then change what YOU refer to your offering as. Call it “software” rather than “solution”.
- The power of social media is infinite
When searching for a brand, social profiles are often amongst the top results in search listings. Therefore, one of your social profiles might be the first point-of-contact with your company. That’s why it pays to have a profile with up-to-date information and engaging content
It is important to do your homework when it comes to SEO for your brand. Every business is different and every audience is unique. Going the extra mile with the mundane aspects of digital marketing will pay off in the future.