With over 3.5 billion searches per day, it’s no secret that search engines like Google have become a key place for consumers to find the products and services. The majority of companies looking to start a new SEO program would like to improve their overall search presence, increase brand visibility and drive new visits.
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While new visits are important, when it comes to purchasing decisions, most people visit a site more than once. In fact, according to a recent report, the average consumer consults about five channels before making a purchase, meaning the people converting are likely going to be return visitors.
As an SEO, it’s important not to hung up on optimising only for new visits. We also must focus on the buying cycle itself to ensure you are giving your customers the information they are looking for, when they are doing long – term research.
You also must think beyond new customers. For example, many of your clients are technology providers in the market with the stiff competition. With a competitive market and the potential for customers to go elsewhere, they need to be showing their existing customers they are still the best option.
How do we do this? Well, the obvious answer is content, there is much more to it: understanding the right keyword target, the right type of content for the particular time in the buying cycle, the right off – sight targets and more.
Here are some key places to focus when moving the SEO program beyond discovery:
Keywords / Products or Service Themes
As search marketers, the keyword strategy should focus on all aspects of the customer journey, including top – of – funnel queries, mid – funnel queries and even post purchase queries.
Customer Feedback & Reviews
The other side of this is ensuring your customer support information is optimised. Business will often use third party support platforms, but not take the extra step to optimise them for search. You have to make sure that the third – party support platform can be optimised.
Additionally, you have to make sure that your site contains the basics, FAQs, click – to – call phone numbers and testimonials, and blogs.
Each of these touch points can help give customers and potential customers the information they need to move further down the funnel.
For the majority of the clients, you spent a lot of time securing bylines on third – party sites. These ranges are from niche sites to most well known business publications.
The aim is to acquire links, potentially grab another space in the search result and showcase the client as a thought leader to their peers, existing customers and potential customers.
The final goal of any marketing program is revenue. However, don’t get stuck only thinking about revenue at the top level. Think about where your audience find the information and how your SEO efforts can impact revenue further down the funnel.