Choosing a specific product or service can often be a significant long term decision. So it makes sense that it will take anywhere from months to years of research before deciding on an organisation.
So, can you use SEO to create compelling content that helps capture leads that have yet to make a decision? The answer, of course, is yes. You certainly can use an effective SEO strategy to attract and convert your future customers. Here are some SEO best practices you need to implement into your strategy:
SEO and content are inextricably linked, and they are quite useless without each other. Without well-thought-out SEO practices, your incredible content will simply never reach an audience; poor content – even with an SEO strategy – will end up in keyword stuffing and unintelligent articles that will rank poorly.
Think of your SEO as the introduction and conclusion to a book and the high-quality content as a body. In the introduction, you set the pace with decisions like the type of content, topics, page structure and target keywords; the conclusion then consists of title tags and meta/image descriptions. Your high-quality content is the meat of the book in the centre that ultimately enriches the lives of your prospective customers – the part that gets them to buy the book.
Make it mobile-friendly and easy to navigate
In this day and age, when it comes to SEO best practices, there is simply no way that you can get by without a sound mobile strategy. Check out these crazy stats on mobile usage from Yump. The article shows the current smartphone ownership by Australians is 88% up, 4% from the previous year, with the older generations being the key drivers to growth.
You need to make sure your web page is easy to navigate and convenient. It should display correctly on mobile devices (this applies to your content too). Look into utlilising apps and tools that will enhance your users’ experience.
Finding the right audience and retargeting
Retargeting is an essential and highly effective marketing strategy for prospective customers and to highlight your unique selling proposition. Track who has looked at your website and then target them with ads. This means that whether they are doing more research or simply skimming social media – they will have constant reminders of your organisation.
Keywords are hugely important for reaching the right audience and determining how many people get to see your ads. While it makes sense to bid for obvious keywords, these will have huge competition and are likely to be expensive. You will have a higher success rate by targeting keywords that are specific to your organisation, such as the products or services that you offer.
You can’t simply find a keyword and hope it works – you need to have a well-thought-out strategy when it comes to keywords to ensure they are successful. Check out this HubSpot blog to get some tips for doing your keyword research the right way.
Now that you know all about SEO best practices, it is time to create amazing content that is effectively optimised to convert those students that you haven’t managed to capture yet.
Lupo Digital is a sales and marketing growth team that specialises in digital sales, service and inbound marketing, helping organisations with their client engagement, building their Sales & Marketing Alignment Guide, and maintaining ongoing relationships with their prospects and clients.