If the Google Penguin and Pigeon updates have affected your site, you might need to reconsider your SEO strategies. Google will consistently tinker on with its algorithm, in its bid to help users get the most relevant results possible.
However, that shouldn’t stop you from investing in SEO. Or for that matter, understanding who your audience is. Google might continue changing the way it thinks, but your marketing strategy may not be affected in the long term if you can focus on your business needs.
Let’s start out with how you can use SEO in the most innovative ways to leverage more.
Every business has different resources at its hand. We cannot tell you a definite formula here, as the variables are too many, but you need to look at determining a unique value of your resources. It’s important to focus on creating a sustaining competitive advantage. The task’s not easy and you need to be sure where you are looking at down the road. Most SMB’s have it volatile these days, and you are probably no different. However, it is quite possible to know more than you competitors by knowing your markets in-depth. Knowing what your market’s like will help you align your enterprise practices accordingly. When we dtalk about enterprise practices, we also mean SEO – something that you really cannot forget about in the online world
You need to have data – data that tells you how your market is reacting, data that tells you what is occurring and for how long, data that tells you who your customers really are. The more closely you know your customers, the more can you understand what they need. However, analytics and big data do not always represent buyer intention – you need to ask the right business questions and focus on the right data. Your SEO strategy needs to be able to understand buyer motivations and intentions. What is your customer looking at? Why do customers visit your site? Understand the critical data sets and have your support and service team send out customer surveys. This will help you tailor your content and site design accordingly, changing your SEO strategy as well. Give your readers what they want to read and know more about and they will keep coming back to you. SEO isn’t just about keywords and building links.
If it’s data that you are studying, share your insights with other team members. Remember to have all the functional teams know about the different information and insights. Having everyone in the loop will ensure that what one team does, does not overlap with what another team’s doing. Let’s assume your web strategy team coming out with a strategy. If they know what your media team’s doing, they might be able to bring in a much more effective strategy.
Searches today are becoming more personalized than before. You need to align your enterprise structure accordingly. Google’s increasingly looking at favoring those who are looking to build their brands – and you can do well to follow that trend as well. For one, try to ensure that you have a good social media presence. It is a good idea to build up on followers. You probably know that one of the bare essentials is to open up your own Google Analytics account. This free service by Google’s a gem in many ways, and can help you know everything from your visitor demographics to what your visitor’s possible interests are. You can also know the regular things like the bounce rate and page-level performance.
Don’t go in by the tested and tried methods all the time. You need to look out for new markets. Keywords a re a must, but uncovering what your customers need and combining it with some relevant content might just lead to some great user experiences and increased conversions. Look out for terms for instance, that you can rank high on easily. It’s not easy to find it these days, admittedly. But then, it’s not impossible either. You need to keep an eye out for new markets, always.
If you are thinking about the long term, focus on a strategy that works. Let’s put it simply – you have to have a long term strategy in place. Creating something that’s viral isn’t easy but you can always create content pieces that have an extensive outreach. Here’s one of the methods that you can use.
Identify sources where your content pieces will have the maximum outreach. This can be your social media profiles for instance. You can create profiles in different social media profiles like Facebook, Twitter and LinkedIn. Believe it or not, the publishing feature of LinkedIn is a hidden gem and if your business model is a B2B one, LinkedIn is still one of the gems that’s waiting to be explored.
Understand how your blog pieces will be shared across platforms. You can even have your content posted in other authority sites. You can have a list in an excel sheet detailing the different ways you can reach out to your customers. While making the list, look at the different factors like the age of the blog, the Page Rank and the Domain Authority.
Don’t forget to have a Call to Action. While the traditional place for a Call to Action has been at the end of the content, it’s a good idea to have your Call to Action near the end as well. Try to include the Call to Action as subtly as possible – you do not want to be overly promoting your site and in all probability, no authority site will really publish posts with an overtly promotional tone.
Look out for those people who like your posts on social media profiles. They are your possible targets who are interested in what you offer. Wait for a week and start contacting them. There’s no need to be promotional even now. Instead, just send in a quick and short questionnaire about how their experience has been. You can also ask them to subscribe to your newsletter. The right path to take depends on your business model as well.
Once they reply, ask them if you can interest them in for your business in any way. If they do not reply for more than a week, you can resend your original message another time as well, and ask if they are still interested in participating in the questionnaire.
SEO can complement your business strategy and help you have increased viewers. Do not depend on traditional SEO methods alone to give you the business kick you need. Rather, think of new ways to build on your website. It’s highly unlikely that Google will ever stop favoring fresh and unique content for instance. However, in the absence of a good SEO content strategy in place, you would probably be missing out on deriving the maximum benefit you could. Check out our post on some of the Google myths you shouldn’t be worried about today to know more about SEO.