A magic word passed between marketing gurus, search engine optimization (SEO) isn’t terribly helpful if you don’t use it properly. Many disappointed by the inability of SEO to solve all of their marketing issues don’t understand how the strategy works. To wield SEO more effectively and enhance your company’s campaign, incorporate these 5 methods into your SEO efforts:
1. Optimize for Local Hits
If any part of your SEO campaign is tied to a physical location, optimize locally. Use keywords and tags that include local city, county, or attraction names. Share on local listings pages. Verify your information with Google and other search engines. Many people use location words when searching on the internet.
2. Build Your Social Media
No matter how good your keyword choices are, your SEO efforts won’t make a big difference if your competitors have more social media followers, comments, or reviews. Search engines rank sites in part based on these factors because of large followings and interaction signal that a company is reputable. Optimize your social media and incentivize your customers to connect on social media to build real and strong relationships.
3. Pay Attention to the Timing of Your Optimized Posts
As you release optimized blog posts and share SEO-based information on social media, pay attention to your timing. Many analytics tools will indicate the best time of day for sharing digitally with your online audience. If you time posts according to what works best for your audience, your optimized posts will likely have a further reach and greater impact.
4. Use Trending Keywords
It may seem backward, use trending keywords. Some companies don’t because they are afraid their keywords will be lost in the shuffle. However, the reality is that if consumers are searching specific terms then you know exactly where to reach them online. Take advantage of that by keeping up with and using trending keywords, hashtags, and topics.
5. Act Naturally
The very idea of SEO can seem unnatural. Keywords are sometimes awkward and clunky. Using keywords naturally in web content is essential for reaping the benefits of SEO, though. Professional content writers are often well-versed in using keywords naturally while maintaining a readable, inviting writing style. Some of the best professional tips on using keywords naturally include:
Fitting keywords into the purpose of the article
Typing keywords into conversational tones
Using keywords in direct calls-to-action
Creating articles on the topic the keyword is about
Watch out, likewise, for keyword stuffing. Overuse of keywords comes across as “spamming”, which puts customers and search engines off.
6. Be Relevant
If keywords are not relevant to an audience, they won’t search for them. Search engines and websites won’t have an audience to recommend your brand to. That’s why one of the most important aspects of getting more customer engagement through SEO is selecting keywords, platforms, and types of media that are relevant to those customers you want to connect with. To be relevant, start by thinking like your customers. What makes your brand relevant to them? What can you offer customers to earn their loyalty and business? Make sure your SEO efforts reflect those ideas.
7. Tailor to the Type of Search
Did you know there are different types of searches to optimize for? Consumers enter search terms for specific purposes. If you want your SEO to be effective, you must anticipate and optimize accordingly.
The three types of searches to optimize for are:
Ad Hoc Searches
A general type of search, consumers enter terms like “kitchen style” or “vacation ideas,” to gather basic information about a broad topic. Keywords for these types of searches should be broad and fit well in blog posts.
Name Page Searches
Consumers will type the name of an agency or company plus a keyword like “health articles” or “about moving costs” when they want information from that specific source. Well-optimized, reputable web pages must take this into consideration for SEO.
Known Item Searches
When consumers type points or topics of an article they’ve already seen or read, it’s called a known item search. SEO for this type of search depends on clear content with memorable keywords and accurate meta-descriptions.
8. Use Optimized Call to Action Prompts
To shift SEO from simply helping audiences find your brand or business to actually engaging audiences, your SEO needs to lead directly to a call to action. Call to action prompts (CTAs) are commonly included in posts of all sorts. Whether a tweet or a closing sentence in a blog post, CTAs drive engagement by giving audiences something to participate in.
Popular CTAs include:
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Optimize CTAs will include a keyword or be posted in close proximity to a keyword. When customers search for the keyword or when sites make recommendations based on SEO, they will find your brand and be encouraged to engage all at once. This can lead to more shares and increased customer engagement as well as loyalty. All combined, SEO optimized CTAs can be helpful for driving customer engagement and improving SEO.
9. Cross Keywords on Local and Review Sites
Earning a high ranking on a search engine does not necessarily mean you will improve customer engagement. Local service Google searches, like for an “electrician in phoenix” will yield more results than a person will sort through thoroughly. Customers tend to click on search engine results that provide important tips on finding and hiring about to local services and thus engage with businesses that appear reliable and valid. Using SEO to improve visibility on review sites as well as online local listings demonstrates to potential customers that your brand is legitimate. Adjust for Different Campaigns As you incorporate these methods into your SEO strategy, remember to keep your specific campaign in mind. Keywords and strategies will vary through different campaigns. Stay up to date with current SEO trends and tips to make the best use of SEO strategies in each and every campaign you execute. The more on trend, relevant, and well-optimized your site is, the better the chances customers will both find and engage with your brand.
Originally posted on March 27, 2017 on customerthink.com