SEO (search engine optimisation) assists with driving organic traffic to your website. If you attract the correct people, you will be able to convert that traffic into paying customers without spending a fortune on ads. If you’ve recently acquired a business which has never taken SEO seriously, you’re possibly sitting on a gold mine.
However, getting to the top of SERPs (search engine results pages) is a challenge when you have thousands of other companies who are competing for the same spot. In order to beat them and stand a chance of lowering your acquisition costs, it is necessary for you to understand your target market as well as the search engines themselves. Only then will you be able to devise a strategy that turns you into a customer magnet.
Next, to repeat customers, referrals, brand ambassadors as well as strategic partnerships, organic search is one of the most lucrative ways of gaining new customers. It is just as effective as Ads, social media, lead generation and even display advertising. Doesn’t matter what your demographic is, everyone uses Google to find answers, products as well as services.
The Primary Driver Of Modern SEO
The primary component of modern SEO is useful content. There are no tricks left and there’s no wiggle room: Google’s algorithms have reached a point where you need to make the thing users want, or you fail. Luckily, this all ties together: the changes in SEO and the move towards worrying more about the cost of acquiring a customer are both about forging deeper connections with users, rather than simply getting them to click. Good SEO is about producing good content and having clear messaging.
Putting Together A Good SEO Strategy
A good SEO strategy is one which attracts traffic that converts to reduce your customer acquisition costs (CACs) and boost revenue. The great news is that SEO is cheap. You don’t need an expert or expensive software. You just need a clear strategy which you can track and refine as time goes on. Everything else — keyword tools and other similar software — are mostly free.
Passive SEO is all about following Google’s instructions. This chiefly involves creating a site map, writing meta descriptions, page titles, and the like to ensure that Google is able to compile data from your website. Think of it as establishing the conditions for customers so that they can find you.
Active SEO is ongoing work which you do in order to stay relevant, meaningful and helpful to your customers. The better that you fulfil the need behind customers’ search queries, the better it is that you’ll rank. As a result, active SEO changes with news, buyer behaviour, competitor activity as well as market trends.
The Continued Importance Of Content Marketing
Online content marketing will continue to lend an increasing amount of credibility to user experience; particularly, how helpful a specific website is to a searcher. This significant trend means that your website has to be an appropriate extension of your business which allows users to fully access your product or service in an ever more helpful manner. Cutting down on interaction time between research and purchase is possible if you are seen to be a reliable source of information in your particular industry space.
With featured snippets (for instance, an answer to a question that is searched for on Google) and other features, more than half of searches done on Google searches are now zero click. This means that ranking your site for a specific answer to a question is now becoming more and more important.
A lot of these zero-click searches are for addresses and information for local businesses, so always ensure that your GMB (Google My Business) is up to date if you own a local business. In fact, having a GMB is perhaps more important than a website if you are a local business owner.
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