To get new customers, brands need to do more than just going all out in crafting shareable content via all social streams and build some cheap guest posts. In fact, much of the activities behind digital marketing involves knowing how to please Google’s search engine algorithms.
Lots of companies – from startups to larger veteran brands – are focusing a great deal on creating content with high online visibility. Still, there are challenges to this and you should be able to figure out a way on how to get around.
If you are wanting to secure better visibility via search engines (especially Google), you should understand the algorithms and the processes by which these search engines operate. It sounds daunting, particularly for startups that have not had experienced digital brand marketing before. But knowing how to create effective and relevant content and how to get the right people to engage such content remains to be an essential task for improving the bottom-line.
With that in mind, companies need to invest more in SEO, as a means to place their content where target audiences can see them. Put simply, there are tons of other business that offer the same products and services, Google, of course, has to filter out lots of bad SEO practices, which can be mainly focused on poor technical onsite SEO & link poor building.
Google targets bad links and content that are nowhere near to the quality filters levels that it sets. These issues are taken seriously, and it has provided users with guidelines on how to create content that gets the search engine’s attention. The same goes for search engines such as Yahoo and Bing. If you create content for the customer, something that is useful, then you cannot go wrong.
A starting point is a to conduct some research. Mainly keywords & competitors research first. SEMRush is a great tool that will help you get started. From there you can create an effective SEO keyword list. Planning a strategy based on research for your content is vital to success.
Having a keyword list allows a company to better identify which keywords could possibly drive the traffic they want, that is relevant to their niche. Broad keywords can always be an end goal, though longer terms, user location or niche related terms will give you better results in the short & long term.
So to sum up
Defining primary and secondary keywords is a good place to start. Primary keywords are those you want to put front and centre, the ones being the long terms goal. Secondary keywords, in this case, will go to the rescue by setting longer search terms that are less competitive, yet visible nonetheless.
Just remember, with all new brands, think the brand name, and write high quality, engaging content around your niche, its really is that simple. Overtime and I do mean many many months or a few years, your brand & traffic will increase. Always make sure you monitor your keyword & traffic performance.