Last year, our Director of Interactive, James Wallace, garnered lot of attention for his blog post entitled Does SEO Really Matter Anymore? Over the past year, the answer to this question has proven time and again to be: “Yes…but not as we know it!”
Search engine optimization has changed. In short, this is because Google has eschewed the antics and tricks engineered by SEO companies to thwart search engines and has instead altered its algorithms to reward the virtues of bona fide content and expertise. It’s not magic. It doesn’t involve smoke and mirrors. But it is strategic and highly measurable. It’s Organic SEO – a potent way to showcase the expertise of your business and facilitate discovery for your brand like never before.
Given that 81% of consumers start with a web search when they begin to look for content, it’s critical for your business to be found when and where consumers expect you to be found.
Here’s how to get started with Organic SEO:
- Facilitate Discovery – Work with inbound marketing experts to develop a plan to ensure discovery at the moment of interest. Conduct competitive research and develop a keyword strategy for organic search (which is very different from paid search)
- Optimize Your Content – Once you have identified which keyword phrases you should be targeting it becomes much easier to develop SEO-written website content, blog posts, and other textual content that attracts and engages your specific audience and meets their needs. Chances are you already have a wealth of content (text, audio, and video) that can be optimized organically.
- Generate and Nurture Leads – Marketing agency software such as MomentumOptify can give you real-time intelligence on visitors and their browsing activity, facilitate data-capture with landing pages, and allow sales nurturing campaigns that drive conversion. This is especially helpful if your company is involved in B2B activities or depends on creating direct sales relationships.
- Measure and Repeat – It is critical to understand, identify, and track a core set of metrics to guide your online strategy. The quality of the data that you collect is as important as its volume. To determine whether inbound marketing efforts are ultimately successful you need to measure all traffic, not just visits. Above all, you must analyze the data. Content may be king, but if you don’t understand what content and campaigns are driving traffic, the true potential of those efforts will never be realized. Your marketing team can help you interpret data and make sound business decisions based on it.
At the end of the day, Organic SEO presents a stellar opportunity for business owners and managers to set their offerings apart from their competitors by presenting high quality, educational, and helpful content to their customers. Additionally, by utilizing inbound marketing software and implementing well-conceived content strategies, you will facilitate discovery of your products and services at a much higher rate than using previous tactics.
It’s not unusual for our clients to experience an exponential increase in search placement vis-à-vis competitors. That translates into an increased number of phone calls, in-person and website visits, pre-qualified sales inquiries… and inevitably more revenue to the bottom line.
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