There are SEO experts out there who can put together clever strategies to outrank your competition and place your brand on the first page of Google. In fact, the best digital marketing agencies in Los Angeles to Miami are known for their award-winning search engine optimization strategies. But at the end of the day, does being number one on Google really translate to what matters: increased sales? First, don’t get me wrong; SEO is extremely important. After all, more than 92 percent of people use Google to search for products and services, and if you aren’t visible in the search engine, your competition will get the business. Some ways to achieve organic ranking in a competitive market include the following:
- Compile a keyword list using short and longtail forms
- Use these keyword varieties in content that is mobile search friendly
- Discover how your customers search for your products and services
- Pinpoint keywords the competition ranks for
- Learn how the competition’s consumers search for their products and services
- Discover the kind of content that gets clicks
- Run an audit on your backlink portfolio (disavow the toxic ones)
- Notice the kind of backlinks the competition has and create a better portfolio with relevant variety
When you create an SEO strategy while taking these points on board, so long as you are clever and know what you are doing you will likely achieve very strong organic placement for the most frequently search keywords. But look at your reporting every month; are these clicks converting? Can you completely tell where paying customers come from? Your client may be ranking all day long, but are they raking in the sales? Surprisingly, some of the best SEO strategies leave businesses with dwindling profits, and there is one primary reason why.
Solution: You Need to Get Down With Inbound
Inbound marketing is nothing new. It’s just that few people are using it. In fact, inbound has been a buzz word tossed around social digital marketing tables for roughly 10 years now, and for the most part it is still a hot potato for many marketing agencies and businesses. Today, the best SEO companies use inbound marketing to drive content, get their clients to rank organically AND MORE IMPORTANTLY attract, convert, close and delight their client’s buyers.
These four actions are the core steps to an inbound marketing process and allow marketers to obtain visitors, turn them into leads, nurture them into becoming customers, and then delight them into being the brand’s promoter. Of course good organic SEO will help fuel your campaigns, but without an agile inbound approach, you will be shoving your content into the wrong buyer faces who are not at the right stage to convert into customers.
Here is an example: Let’s say you sell copper threaded braces for joint support. You rank on page one of Google for “wrist pain treatments” for a landing page that features your product with a “buy now” button. It gets lots of clicks, but the bounce rate is high and it isn’t converting. This could be an indication that the click-through audience majority is not in the right buyer stage to make a purchase–a clear sign you need to update your optimized content to cater to the appropriate buyer stage. To do this, you need to understand what the specific problem is, and resolve it with the right educational content that helps buyers understand why your product will best suit their needs.
Fueled by SEO: Inbound Marketing Defines Problems and Resolves Them
The buyer is in the early stages of trying to determine what his problem is. Does he think he has arthritis? Carpal Tunnel Syndrome? Did he sprang it? Once he reads some content that can educate him on the various symptoms and potential causes for his pain, he is ready to consider buying options. Let’s say he determines he might have a sprang. Now he is searching for a solution. Should he spend lots of money on going to the doctor? Should he try acupuncture? Should he just treat it several times a day by rotating ice and heat? Or should he get a brace or wrap? After doing more research and discovering your landing page, he decides that your product offers the best solution to his needs. Your content also explains why he should buy your product as opposed to another company’s (without bashing your rival). After being educated on the subject of copper threading, and reading some of the reviews featured on your page, he decides to make the purchase. Now your SEO works, because your inbound strategy is cranking on all cylinders.
Today’s buyers can’t be pitched to and closed. They are hungry for educational information, they read reviews, and they do their research. With a solid inbound marketing automation strategy in place, you can nurture people from start to finish and turn them into delighted clients in ways where good organic SEO just can’t do it on its own.