At one point we must all agree that you cannot scale a business without proper marketing.
Research shows that with each passing day, the modern day consumer is becoming more and more sophisticated. Not only are we fighting for their reduced attention span (they equate it to that of a gold fish) but also, they are not gullible any more.
Prior to coming to your location and or buying from you, the modern day consumer is out there conducting due diligence. They are feeding search terms in various search engines just to learn more about the services and products you offer.
They want to know, is your price the best in the market? Do you have a local store they can easily walk in and sample your products? Do you have delivery? And so on.
Getting into their mind and figuring out how the modern day consumer behaves is always an area we keep learning more from; for those of us in marketing
Question: How can businesses influence these prospective consumers?
Answer: Digital marketing! To further our point, we will look at one sure way which is Organic Search Engine Optimization (S.E.O)
According to Semrush – organic search engine optimization (organic SEO) is a term used to describe actions taken to improve a brand’s search engine rankings without paying for ads.
If you are familiar with the search marketing industry, paid search refers to all those paid text ads that you get to see on search services such as Google ads, whereas organic search appears on what we refer to as search engine results page (SERP).
In order for your website to rank well, here are 6 factors you need to look at and work on if you haven’t already started.
- Keyword Research
Every time an internet user fires up his browser, whatever term he feeds into that search engine (www.google.co.ke) while looking for answers pertaining a product or service is what we refer to as a keyword. That which your customer is actively searching for – that is what we call a keyword.
As a business it’s your duty to analyze and establish what some of these search terms are and build a list ready to go to war. Trust me it is a war.
2. Content Creation
Once you have identified that which your customers are searching for – you can now embark on the patient and deliberate process of giving them answers. This is done by creating pages on your website that respond to those search queries. On the chance they search, they land on your pages offering the answers.
3. On Page Optimization
Structure is important. Having content on the website that at the end of the day doesn’t make sense to both users and search engines is injurious both in the short and long term.
That is why, once your content is ready; on page optimization comes in to ensure that all this content makes sense to both users and search engines.
4. Competitor Research
Know thy competition!
Businesses don’t exist in a vacuum. As such it’s important to conduct a competitor analysis to gain a deeper understanding of how similar websites are performing and strategize on how to out rank and outperform them.
Since sharing an industry means sharing the same target market.
5. Technical Auditing
User experience (UX) is important for the performance of any website. In order for your organic SEO efforts to culminate into great results you need to ensure that any issues touching on the website’s code are identified and fixed.
Don’t let broken links be your undoing in this process. Fix all issues.
6. Outreach and Link Building
Shakespeare posed ‘What’s in a name?’ I don’t want to go all Shakespearian on you, but our brands matter a lot when doing business. As such it not only pertinent that we protect our brands but also associate with other brands that have if I may, ‘pull’.
This is digital PR! Growing connections with other authority brands and websites boosts your own authority. It adds weight to your own weight. There is always more you can do to get your organic SEO train moving. We have taken you through a few key steps you can jump on right now and get a head start. Happy optimizing!
