It’s easy to fall behind rapidly evolving SEO trends, which include optimizing your website with the right keywords, using paid online marketing and using structured data—but there are five strategies that many PR pros miss when incorporating SEO into their campaigns:
Back in the 90s, how did mom and pop stores grow their businesses? The mantra for success was building relationships. Using the right words to retain customers as a strategy is the most successful tactic today. Being empathetic towards your audience is quintessential in attracting customers to your product or service. The only difference is that in 2018, it’s all about vying for your audience’s attention online.
To increase their search engine rankings, a lot of businesses try black hat SEO tactics, like stuffing keywords into their content or misleading consumers to visit their site. This strategy works against these companies and increases bounce rates, which reduces website traffic. There is a lot more than what meets the eye when it comes to getting to the top of search engines. So, apart from using the right content, you should follow these steps to see positive results:
1. User experience (UX)
According to NN/g, “user experience encompasses all aspects of the end user’s interaction with the company, its services and its products.” It is essential for SEO to work. If your website’s content does not provide the right answer to the user’s question, there is no way your site will rank in Google’s top five pages. So, you need to invest time, money and effort in building a website that resonates with your audience and loads quickly. When you put yourself in your user’s shoes and develop your site, you create a fruitful user experience which increases your website traffic.
2. Keyword and content strategy
Keywords are still relevant in driving organic website traffic. They need to be placed strategically in your content. Being familiar with brevity is not necessarily common. Google’s algorithm-driven ranking system uses search terms as contextual signals to show results. So, think from a searcher’s perspective before devising an SEO plan. Using attractive, meaningful keywords for your brand will put you front of mind for your target audience. You should also make your headlines punchy, keeping it less than 65 characters. Include a mix of internal, external links and social sharing buttons at the bottom of the blog.
3. Build Relationships to get backlinks
Click through rate is the best way to measure how your content is resonating with your audience more than any other measurement. Spam links don’t fool search engines. So, try going offline and build relationships with other businesses and start mutually beneficial co-marketing campaigns. Working with third-party publications is a great way to obtain backlinks. For example, if you are selling yoga mats and get a reputable yoga instructor in your city to write a blog on the importance of using the right yoga mats with a link to your website, your ranking will automatically increase.
4. Build your social media platforms
Social media platforms like Facebook, Twitter, Instagram and Snapchat are excellent places to interact with your users and understand their behavior. Posting content on social media sites and including links to your website is a great way to drive traffic and improve your SEO.
5. Local optimization and drive positive reviews
There has been a dramatic growth in search terms like “near me” and “close by” on Google. Hyper-local targeting has become the key to increase revenue and impact. Businesses have started relying heavily on their audience’s experiences and reviews on Google, Yelp and Facebook. Satisfied customers assist in generating a high SEO ranking.
It is essential to understand that SEO is a marathon and not a sprint. Don’t just be another brick on the wall: establish a unique identity for yourself in this digitally-driven landscape. Treat your business as a brand, give it a voice and establish a connection with your users. Strategically plan your content and you shall succeed!
Poorvi Adavi is a freelance web content writer and editor in South Bay, California. She is inspired by observing people around her and being aware of things happening in the world. She has completed her Masters in Communication from Christ University and also has a Business Management Certificate from UC San Diego.