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Integrating SEO Optimization into Your Marketing Strategies

About 93% of all online activities start with a search engine. Unfortunately, about 75% of consumers never look beyond the first page of results. By adding search engine optimization (SEO) among your marketing strategies, you can reach these customers.

Otherwise, you’re losing them to your competitors.

Here are nine SEO optimization tips that can help you get ahead of the curve. With these tips, you can improve your SEO ranking to reach more customers. A higher ranking can help you attract more traffic, leads, and more!

Start optimizing with these nine tips today!

1. Know Your Target Audience

In order to create a strong SEO optimization strategy, you need to understand your target audience. Otherwise, you’ll fail to attract visitors to your website. With SEO, you can even focus on the people most likely to become customers.

Instead of focusing on everyone under the sun, you can develop an SEO strategy with your customers in mind.

If you’re focusing on a broad target audience, it helps to segment them into smaller groups. Then, you can create content with each group in mind. You can segment your audience into buyer personas based on:

  • Age
  • Location
  • Gender
  • Income
  • Interests
  • Marital status
  • Buying behaviors

For example, let’s say you own a dental practice. The content you create for single mothers will probably cover different topics than content made for college students. 

Once you understand your audience, you can use the rest of these SEO optimization tips to strategize. 

Consumers also expect customized content. If you’re writing with a broad audience in mind, you might fail to connect with your customers. Instead, the more you know about them, the more likely you’ll attract them!

User Intent

About 96% of people who visit your website aren’t ready to buy. The better you know your target audience, the more likely you’ll appeal to their needs. Then, you can use a strong call-to-action (CTA) to turn those visitors into sales.

In order to improve your SEO optimization, you need to understand the visitor’s search intent. 

Google’s machine learning allows it to understand what consumers are looking for and why. This allows Google to display the results consumers need. Search intent is usually split into two categories: businesses, products, and services versus information and answers.

For example, a consumer might need to look for a florist in the area. They might also want to learn which flowers are best for a funeral. The consumer’s search intent will determine what type of content they’re searching for.

Once you determine the search intent, you can determine what type of content to create.

Remember, appealing to the consumer’s search intent will help you convert visitors into buyers. If you know what your visitors need, you can appeal to that need to generate conversions.

About 65% of businesses say generating traffic and leads is their biggest challenge. Another 75% say converting leads into customers is their top priority.

Meanwhile, companies that post blogs regularly get 4 times as many leads as those that blog less often.

Once you understand the search intent, you can start blogging and attracting new leads. 

Keyword Research

In order to develop a strong SEO strategy, you need to complete thorough keyword research. These keywords will help you determine what customers are searching for online. Then, you can create content with those research words in mind. 

There are many free online tools you can use to create a list of target keywords. You can start compiling keyword research by using Keyword Planner, Google Trends, and Ahrefs. 

When you start creating content, it helps to use one keyword per piece of content. It’s also important to write your content with your keyword and topic in mind. Otherwise, slipping a keyword into your pre-written content might not appeal to the consumer’s search intent.

It’s also important not to stuff one piece of content with the same keyword over and over again. Instead, you’ll want to strategically place you content in the:

  • URL
  • Page title
  • Opening paragraph
  • Closing paragraph
  • Body text
  • Image alt text

If you need help developing a list of target keywords, consider working with an SEO optimization agency. In addition to completing your keyword research, they can also help you optimize your content.

Remember to optimize your content with consumers in mind (not search engines). Otherwise, your content might not appear. 

2. Keep Branding Consistent

Your company’s brand strategy can play a part in your SEO optimization, too.

SEO can help improve your brand awareness, recognition, trust, loyalty, authority, and credibility.

The higher you rank on search engines, the more often consumers will see your brand. As people begin seeing your brand, you’ll develop brand awareness. Over time, consumers will begin to recognize your brand.

The next time they think about your product or service, they’ll recall your business. 

As you begin creating content for your SEO strategy, it’s important to keep your brand consistent. Otherwise, consumers might think you’re a different business.

Color improves brand recognition by up to 80%. Meanwhile, keeping your brand consistent can increase revenue by up to 23%. 

Visual components are only half of your brand. Think about your:

  • Personality
  • Voice
  • Tone
  • Color palette
  • Font

Consumers are more likely to trust a brand they know and recognize. Developing brand recognition will help encourage consumers to trust you. If your brand is inconsistent, however, they might struggle to trust you.

Once you develop brand trust, you can convert that trust into loyalty. Consumers will remain loyal to your brand instead of looking toward competitors. Retaining consumers will help improve your ROI. 

The higher you rank on search engines, the more credible your brand will appear. Google chooses authoritative websites that offer consumers high-quality content. 

By improving your SEO ranking, you can become a trustworthy, credible resource in your industry!

3. Update Your Website for UX

In order to strengthen your SEO strategy, you’ll also need to update your website. An old, outdated website can make your brand look old, too. If consumers think you’re out-of-date, they might struggle to trust your business.

Google looks for websites that understand the user experience (UX). Improving your website with UX in mind will make it easier for consumers to use. Offering ease and convenience will encourage people to stay on your website.

It can also encourage them to click around and explore.

When consumers use your website, it can improve your clickthrough rate and dwell time. If they leave without clicking around, however, your bounce rate will increase.

A higher clickthrough rate and dwell time will help your ranking. A higher bounce rate, on the other hand, will hurt your ranking.

There are a few ways you can improve the UX on your website.

First, make sure your pages load quickly. You can use Google’s PageSpeed Insights to test your site. If your pages load slowly, consumers might get frustrated and leave. 

Next, make sure your website is easy to explore. You can improve the UX by using white space, which gives your content space to breathe.

Don’t forget to improve readability, too. Try organizing your content under headers and subheaders. It also helps to use bullet points, lists, and the right font size for your text. 

Look for broken links and 404 error pages on your site. Improving your URL structure will help you avoid frustrating visitors.

Updating your website with UX in mind will help keep people on your site.

4. Craft Content

You’ve likely heard the phrase “content is king.” For SEO optimization, high-quality, unique content is essential. Otherwise, Google might not improve your ranking. 

To develop a content strategy, first look for opportunities. What keywords are your customers using in a search? Look at the content your competitors are ranking for, too.

Then, create an outline for your content. Determine your headings and subheadings to make sure your content is organized and easy to understand.

After you write your content, read over it before making edits.

Don’t forget to create content with your readers in mind. What answers are they looking for? Focus on helping your customers and they’ll start to see the value in your content.

You can learn more about content marketing here.

Interactive Content

Creating interactive content will encourage people to explore and use your site. You can create polls and quizzes to encourage people to click around.

Other forms of content include blogs, vlogs, eBooks, lists, white papers, and case studies. Mix up your content to determine what format your readers prefer. 

Videos

About 50% of internet users will search for a video related to a product or service. Meanwhile, video content will account for 80% of web content by 2022. Don’t forget to create video content as part of your content marketing strategy.

When creating videos, make sure to add a transcript. Then, optimize your transcript to attract more people to your website. 

5. Use Effective Emails

SEO optimization can also benefit your email marketing strategy.

Encourage people to subscribe to your emails for exclusive, helpful content. Then, send email updates that include links to your latest content.

Email updates that link people to your blogs will help you attract more site visitors. As people explore and use your content, your SEO ranking will improve. 

6. Make Sure You’re Mobile

Google started using mobile-first indexing in March 2018. In other words, Google looks for the mobile version of your website to determine your ranking. If your website isn’t mobile-optimized, competitors will rank ahead of you. 

SEO optimization can help you appeal to your mobile audience. People check their phones about 150 times a day. Every time someone searches for your product or service on their phone, you have a chance to turn them into a customer.

Another 82% of smartphone users consult their phones when they’re about to make a purchase in a store. Between the 20% increase in mobile online sessions and an 18% decrease in time spent per visit, you can use your mobile strategy to boost sales. 

If you’re not mobile-optimized, however, you’re losing those customers. 

Understand the Trends

Mobile optimization can also help you appeal to the latest SEO trends.

For example, voice searches will account for about 50% of all searches online by 2020. Mobile users are now using the voice assistants on their phones to find answers to their questions. In fact, about 35.6 Americans use a voice-activated device at least once a month.

Voice searches are different from traditional searches. Usually, people phrase their queries as a direct question when speaking to a device. You’ll need to adjust your SEO optimization strategy to appeal to these searches. 

It’s also important to know that Google prefers short answers to voice searches. These results are usually about 29 words on average. 

Appealing to voice searches can also help you improve your zero-click position.

The zero-click position is the top result of a Google search. Also known as featured snippets, these results show quick answers in the form of:

  • Summaries
  • Bullet points
  • Lists
  • Quotes
  • Videos
  • Tables

Appearing in the zero-click position can help you rank higher than competitors. It will also help you appeal to voice searches. 

7. Punch Up PPC

Pay-per-click (PPC) advertising allows you to post digital ads on search engines, other websites, and social media sites. Your SEO strategy and PPC advertising strategy can work together.

Remember, as people visit your site, your ranking will improve.

You can use PPC ads to encourage people to visit your site. As they explore your page content, it can improve your SEO ranking. Then, you can attract more people to your site.

8. Stay Social

Social media can help you attract more people to your website, too. It might also help your link-building strategy, which plays a part in your ranking.

Share your website content on social media. Use a strong CTA to encourage people to take action while they’re on your site.  

9. Consider the Locals

About 56% of mobile searches are looking for local information. For example, consumers might want to find your address, business hours, or directions to your business. About 18% of mobile, local searches lead to a sale within 24 hours. 

Don’t forget to improve your local SEO optimization strategy, too. Look for your website on online directories. Then, update your information to keep it consistent with your Google My Business listing.

Adding reviews to your listing and website can improve your ranking, too.

Get Optimized: 9 SEO Optimization Tips for Your Entire Marketing Plan

Get a step ahead of the competition. With these nine SEO optimization tips, you can improve your entire marketing strategy. Then, you can reach more customers, generate sales, and improve your ROI. 

Looking for new ways to generate more business? Explore the Marketing section of the blog today.