Trying to stand out above others in a competitive market is a very challenging task especially if you’re just new in the industry and don’t know too much about how to market your business effectively. There is a big possibility that the business that is currently dominating your industry already know a thing or two about effective marketing through search engine optimization (SEO) but knowing just the basics of it is not enough.
You need to have a strategy that works and has been proven throughout the years so your business can get the visibility that it needs or deserves in a very competitive market. In this article, we’ll be talking about the most effective SEO strategies to beat your competitors.
1. CREATE A PROFILE OF YOUR AUDIENCE
For an SEO strategy to become effective, you must create an audience profile or a buyer persona. This is a profile of your ideal client who has specific characteristics or behaviours that fits the mission and purpose of your business. When you have an audience profile in place, you will be able to create more personalized content and increase your website visibility.
However, if your business’ products or services are focused on different audience profiles, you can build a profile for each of them by answering the following questions:
- Who are they?
Give the group a name so you can easily identify them.
- What are their economic, work, and family backgrounds?
- What are their skills, behaviours, and personalities?
- What are their usual professional and personal concerns?
- How do they communicate? (and where!)
- What problems or challenges can you solve for them?
- What are your business goals and objectives that are applicable to them?
- What do they do in their spare time?
- What usual doubts do they have about your business?
2. FOCUS ON RESEARCHING TOPICS AND KEYWORDS
One very effective way to find out the concerns and interests of your audience is to do keyword or topic research. You can use Google Ads word planner for this, it will show you the phrases that are frequently used in a certain area.
Once you’ve done the research, you can then create content that will answer your audience’s questions, doubts, and needs. Make sure to create it with the audience persona in mind so you can be sure that you can add value to their lives.
Allow the language to flow naturally; use synonyms, abbreviations, plurals, etc. but don’t force it to come together. You can also use image titles and subtitles to strategically place relevant keywords and descriptions.
Phrases with 5 or more keywords (also known as long-tail keywords) respond better to content that solves very specific needs or questions and has an excellent result in contextual searches. Forums are a great place to research what kinds of questions users are asking. You can also follow blogs with comments related to your industry.
Another alternative is looking at the opinions of ebooks on Amazon: You can investigate which topics are the most popular, what consumers value and for what reasons the content does not meet their expectations.
If you focus your efforts on what very few in your industry have answered, you will have an excellent opportunity to create something unique and useful.
Other tools for generating new content ideas are Buzzsumo and Google Trends.
3. CREATE VALUABLE AND ORIGINAL CONTENT
According to a recent report, 58% of marketers say that creating relevant content is the most effective SEO strategy. There are many formats to choose from including blogs, webinars, podcasts, ebooks, white papers, infographics, and videos which are some of the most popular alternatives.
Contents with more than 1,200 words also tend to rank better in organic results because they add more value to audiences.
Take into account the channels and platforms that your audience frequently uses. If they use social media networks often, shorter contents can be more effective.
Creating quality content frequently is another thing that you should practice for SEO marketing success. In fact, it has been proven that B2B brands that release content more than 11 times a month triple their traffic than those that only release content once a month.
4. CUSTOMIZE AUDIENCE EXPERIENCE ACCORDING TO THE CONVERSION FUNNEL
There are different ways of creating engaging content to direct your audience through the conversion funnel. One way is to create content for each stage of their buying journey.
At this stage, you can create content that answers basic questions. Once you have researched and decided what topics you will use, you can establish a content plan that adds value to your audience.
Giving out bonuses such as free templates, white papers, ebooks or webinars are the perfect complement for lead acquisition. You can include a link offering these free materials in your original post but make sure to redirect your visitors to a landing page in order to obtain their data through a registration form.
Now, you have the opportunity to turn your potential client into a qualified lead. With a weekly newsletter, you can offer other high-quality free content related to your audience’s interest. Introduce your products or services gradually but don’t give them the impression that you are desperate to sell them.
Email marketing is a very useful tool at this stage as long as you abide by the following rules:
- Do not send spams
- Watch how often you communicate
- Send emails that are useful and personalized
Offer free samples of your products or services and specialized content for the level of knowledge your audience is at. Do not focus on selling because a content is not an advertisement. With useful and relevant content, the conversion will happen by itself.
5. MAKE EFFECTIVE HEADLINES
Create content with words that convert effectively with snappy, eye-catching calls to action; use simple, clear, direct and consistent language. This tactic will allow you to get noticed in organic searches.
Appearing on the first page of search engines does not mean that everyone will immediately notice your content. A suggestive title with verbs that appeal to a specific inquiry will have more conversion opportunities than others which are based on descriptive, generic or ambiguous phrases. Headlines that use 6 to 13 words attract the most consistent traffic and words that appeal to the emotions and inspire or provoke humour are essential.
6. BUILD LINKS
A necessary SEO tactic for optimizing your content is the creation of high-quality internal and external links. External links are a way of telling search engines that you know the topic and are interested in expanding the knowledge of your audience with useful and trusted sources.
Use social media to drive traffic to your website. Facebook sends more than 80% of the traffic coming from social networks towards articles and news. Another excellent alternative is to collaborate with authority blogs related to your industry and include in the content a couple of links that lead to reports or articles prepared by your business.
Link building must be diverse and balanced: direct traffic, social networks, referrals from other sites or to other sites, etc. It’s like a chessboard, the more space you cover, the more chances you’ll have in winning.
7. ANALYZE AND OPTIMIZE
Most companies that do not meet their revenue goals do not know their potential customers well enough. The less you know about your KPIs or Key Performance Indicators, the less likely you will meet your goals.
Some basic analysis tools that you should have are A / B testing on calls to action, Google Analytics, and SEMrush. Analytics are essential for you to evaluate the performance of your content and optimize it. Some key indicators for content marketing are the number of visits by content, downloads, subscriptions, comments, bounce rates and heat maps.
With Search Engine Optimization and Content Marketing working together, you will convert your audiences into loyal and satisfied customers.
8. CREATE AND CONTROL YOUR ONLINE REPUTATION
Finally, you should not forget that your competition is also always on the move. If you don’t take action to create and control your reputation, your competition will. That means falling behind in a saturated market is the end. Therefore, the SEO strategy to adopt in these cases is to circulate your content through multiple channels.
You will also need to track reviews of your business. In this way, by promptly addressing and responding to negative comments, actively managing your reputation and covering the majority of possible channels, you will be able to improve your position on the web.
This can be a lot to do when you are focused on your area within the business and partnering with a good digital marketing agency means that a lot of the heavy lifting and groundwork can be done by an expert team on your behalf.
Contact us for a free, no obligation conversation how we can help devise with you a strategy to outrank your competitors.