YOUR CUSTOMERS ARE ONLINE
In the U.S. alone, nearly 75% of the entire population is active on the Internet – more than half of them via high-speed connections. Research shows that more than 70% of clicks on search results pages are on organic (vs. paid) search results.
What You Need to Know
Successful online marketing is more than a collection of disparate, add-on tactics. It is an ever-evolving eco-system that supports and complements all your other branding efforts. Within the context of this eco-system, Greenwich SEO captures qualified users when they demonstrate demand by inputting a search term, driving traffic, helping engage visitors, and cultivating deeper brand relationships.
SEARCH ENGINE OPTIMIZATION IS A CRITICAL PART OF YOUR OVERALL DIGITAL PERFORMANCE.
Our team has years of experience in performance-based digital marketing, including SEO, social media strategy, reputation management, and other related services.
There is a strong correlation between site optimization work and an increase in our clients’ natural traffic. Our objective is to provide our clients with greater clarity and detail around how to maximize that organic traffic.
But you don’t have time to do it all on your own, which is why we’re here to help you.
SEO – A Powerful Remedy for Your Marketing Ails
The ultimate goal of marketing is to influence decisions. Before you can create influence, your audience needs to know who you are, where to find you, what you’re offering, and why your product or service is the best solution for their needs.
GREENWICH SEO CAN HELP IN MANY AREAS:
- Brand awareness: Visibility in search engine results across a wide variety of keyword phrases helps increase direct and peripheral brand awareness with the appropriate, “information-seeking” audience.
- Site traffic: Prominent placement in search results obviously helps to increase site traffic, bringing your audience into direct contact with your content – branded or non-branded.
- Visitor engagement: Strong SEO extends beyond keywords to encompass the entire user experience including content and presentation. These elements are critical to transform awareness into favorability.
- Brand protection: Compromises to brand integrity are minimized with high search ranking. Instead of visiting inaccurate or competitive sites, searchers will visit your site where you control the messaging and ensure that accurate information is being published.
Each of these benefits supports your ultimate goals of customer acquisition and retention. Though offline marketing creates awareness, engaging prospects with more detailed information (via a branded website) is what increases favorability. Greenwich SEO helps you create that opportunity to engage.
Keywords – Learning the Local Language
The challenge for the business owner or leader is anticipating which search terms consumers will use and ensuring that your site ranks well for those keywords.
The first step is to gain an understanding of your audience’s language. Just like a seasoned traveler who must be familiar with the nuances of the local dialect and culture, you must become intimately familiar with the words and phrases your audiences use to search.
Before the Internet, people “searched” for information exclusively via traditional channels:
- Print resources (books and periodicals)
- Professional resources (experts in your industry)
- Personal resources (friends and family)
Today, online queries that drive searchers to branded and non-branded websites, forums and communities, and general information sites complement those traditional search methods. Instead of old channels of information, a potential client or customer now enters a string of relevant keywords into a search engine.
There are several methods one can use to gain insight into consumer attitudes and search methods.
1. In-house Demographic Research: Start with what you have learned about your audience – gender, age, education level,
income, marital status, and language they report using.
2. Online Data Sources: In addition to research, resources like comScore and Google’s Keyword and Insights tools can help you find related keywords and see trends in usage.
3. Related websites: Mine related websites for keyword patterns. Industry websites, user forums, influencer blogs, and social platforms like Facebook and Twitter can provide important, “Real World” data on how people talk about topics relevant to your company.
4. Research Studies: Industry studies on aggregated search behavior (from companies like Forrester, Manhattan Research, and the Pew Internet Project) are a great place to learn about overall search trends.
5. Current Traffic Data: Look at which terms and phrases are currently driving traffic to your sites.
Once you have a sense of the keywords in play for your brand, step two is looking at how your audience uses those words in queries.
ACTION ITEM: WAYS TO FIND THE RIGHT WORDS
1. Look at which keywords and phrases are driving traffic to your site(s). Pay attention to how the following impact traffic:
a. Long, detailed queries (often non-branded) vs. short, (typically branded) queries – how are people finding you?
b. Different query topics – what are people hoping to learn on your site?
2. Compare your findings against your existing keyword list. Is it a match, or are there gaps? Is there an opportunity to create
additional content that could help meet searchers’ needs, and provide additional visibility in search results?
In addition to giving you a more accurate sense of the keywords your audience is using, this audit will help you identify opportunities to target additional, long-tail keywords that can drive incremental traffic. Combining a wider variety of strategically targeted keywords will give your brand greater visibility in search results and bring more visitors to your site.
Now, it’s time to make a good impression; see part 2 to learn how to impress customers and clients with your site.