High-ranking organic search results are highly sought after, and for good reason. As you probably know, black-hat keyword stuffing tactics are a thing of the past.
When determining page rank, Google selects sites with the most useful content – as well as the strategic use of keywords. In order to reach the marketing goals for any company, brand, or product, there needs to be a clear understanding and prioritization of both. Relevant and engaging content is one of, if not the biggest, fundamentals of inbound marketing.
Content… Lots of it
Don’t ever skimp on content creation and get too focused on what is going resonate perfectly with your audience – as you may be surprised by the results of trying a few different things. Remember that the more content that you are putting out, the more opportunities there are to communicate with your audience. Having a steady outflow creates new potential entry points for visitors and potential customers.
Add Mixed Media
To take it a step further, try introducing an infographic or video into your content.
According to Business2Community, posts with videos attract three times more inbound links than plain text posts, and infographics lead to an average 12% spike in traffic. The content needs to be there, but the delivery needs to cater to the reader.
Bring it Full Circle
Search engines determine who shows up on the top of organic searches, so it is vital to focus on creating useful content around keywords you want to optimize for. Google, Yahoo and Bing want to index valuable information to create a dialogue with customers, something that is actually incredibly useful as opposed to the “hard selling” on the product or service. Now more than ever, there is something to be said for the phrase “know how to write for people, not search engines”.
Essentially, a company will produce content in hopes of getting customers into the buying cycle. If the information is useful, the idea is that they will return to the site and when they are ready to buy. One thing to remember –
Always sell the product you solve, not the product.
The Steps of the Buying Cycle are as follows:
- Awareness: Customers becoming aware of your business
- Consideration: Potential customer starts to consider making a purchase
- Conversion: The information that has been provided has the potential customer ready to buy/ become a customer
- Loyalty: The customer keeps coming back to your site for useful content
- Advocacy : The positive word of mouth that comes from the customer having a good experience
(according to Positionly)
So while trying to solve the SEO puzzle, always make sure you are engaging audience with interesting topics and useful information, using keywords that put your site on the map, and helping potential customers solve a problem. All the while, abiding by Google’s best practices that will put your company as close to the top as possible. Write for your customers, provide information that people want.
To learn more about how to engage users and create customers for life, download our Inbound Marketing Toolkit