So You’re Killing it With SEO, What’s Next?

Jen Saunders

So you’re ranking on page one of Google for multiple high-volume keywords. You also appear in Knowledge Graph, Local Pack and you have a high  click through rate. But you deserve no congratulatory remarks if your organic efforts don’t translate into revenue, and since businesses can not live on SEO alone, chances are high that your ranking is a mute point if you aren’t seeing an increase in goal completions or an increase in sales. If you have reached this ceiling, read on and discover some next steps you can take that will build from SEO and usher in continuous growth.

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Create Buyer Personas

Before you can move on to bigger strategies you must first understand who your buyers are, what their pain points are, and define how your products and services are the solutions to their needs. Buyer personas are fictional representations of your segmented buyer groups that reveals information about that such as their income, job title, family status, hobbies and spending habits. You can create buyer personas by interviewing members of your sales team, combing through client emails and by sending out surveys. Once you have thorough buyer personas you will be able to create content that truly matters, CTAs, landing pages, and other pieces of content that are buyer focused as opposed to throwing up text to improve your SEO. By the way, buyer focused content IS GOOD for SEO. Think about it: higher click through rates with longer session durations, increases in pages per view, and an increase in goal completions let the Google bots know that the search results clicked on resonated with the searchers. So when you write for your customers, you will create engagement data that will help to organically rank your content.

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Write Content that Matters

Stop blogging with keyword rich content to the moon; it’s time to write blogs and web pages that satisfy buyer needs. Start by doing some research; determine what the most popular questions revolving around your products and services are, discover the problem points are in your industry as a whole, how they create challenges for your buyers, and focus your content towards showing how your brand can offer a solution to every pain point.

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Write Content Using a Topic Cluster Model with a Pillar Page

Once you have your buyer personas and a clear understanding as to how buyers engage your brand and the products and services within your industry, it’s time to create a content strategy that goes well beyond the common blog. Create a series of blog titles focused to a single topic, and make sure each topic is relevant to a pain point faced by your buyers. Interlink these blogs with one another in a contextual strategy using a main keyword in a natural manner in your anchor texts, and link each article to your pillar page–the primary service or product page relevant to each blog, and that will be given a strong organic optimization boost due to the established authority in the cluster model, and the structured content it will build that Google honors. The best digital marketing agencies tie SEO into inbound services, and this is their approach.

Did this Article Motivate You with Great Ideas?

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About
Jen Saunders is the Director of SEO for WEBITMD bringing more than 15 years of search marketing experience. She spent 13 years in Europe earning her PhD while looking at lots of old neat stuff. Jen enjoys simple things, like trees, sunrises, and the delicate lull of a 16th century harpsichord. Jen enjoys meditating and studies Buddhism. She is a certified master scuba diver, dolls make her nervous, and she enjoys craft beer. Jen has two cats, Chairman Thaddeus Whiskers and Lord Joffrey Gaius Pitty-Paws. They are her heirs.