Search Engine Optimisation (SEO) is a very popular marketing technique.
Why? Because search engines are how your customers navigate the internet. People today are hunters and gathers online - something comes to mind and BOOM, straight onto their phone or computer to find an answer, a product or more information.
If you do SEO well, you will get found at that exact moment of action!
That’s SEO. It closes the gap between customers who are looking for solutions and businesses like yours who can provide them with exactly what they need. But it’s not as simple as it may seem. It’s worth it, but it takes work.
It’s also changing rapidly. There are new SEO updates around search intent, voice search and much more.
So, we’ve prepared an SEO guide to help your business succeed with search.
Prefer to listen, rather than read? Here's the Podcast summary!
Through SEO, you can grow your presence on the web, establish your brand against competitors and deliver more value to a wide range of audiences.
But Search Engine Optimisation is so much more than just adding a bunch of keywords into the text and hoping for the best. To earn great results, you have to understand how it improves user experience and what tole your website’s overall content plays.
Let’s have a quick recap on SEO
What is SEO? Search Engine Optimisation (SEO) is a marketing practise that enables your digital content to be discovered by and more appealing to both customers and search engines, such as Google, Bing, YouTube, Amazon, Yahoo and more.
These search engines use sophisticated algorithms to identify, scan and assess website pages, blogs, articles and more, and then rank them according to how well they match a search query. The objective is to make your content tick as many favourable boxes as possible for the algorithm, so you climb up the rank and hopefully reach the top.
The benefits of strong SEO
For more information, read: 5 Aspects Of SEO You Need To Know
What’s new: the latest SEO update you need to know
Did you know that Google sealed the Natural Language Processing (NLP) deal with their BERT algorithm last year?
So, what does this mean for you?
BERT (or Bidirectional Encoder Representations from Transformers) utilises Natural Language Processing to understand searches better, giving Google a way to place queries into the right context. This is a significant upgrade!
For example, if a user searches “business permits Australia 2021”, BERT will direct them to relevant websites that inform them about the processes they need to undergo, rather than just leading them to blogs that have mentioned the words “business permits” more than once.
This means that brands have to pay more attention to search intent when writing content to ensure they’re still being ranked through relevant materials.
Check out: SEO Is Evolving: Here Are The Steps You Need To Keep Up
Due to all of the benefits SEO offers, it has become a very competitive space, with brands clambering over each other for the top spot.
So, here are some tips to get you ahead.
5 tips to help your business succeed with SEO
Since addressing search intent is now the key to ranking higher in search engine results, meeting your customers’ contextual needs is more important than ever.
In an already crowded digital space, your SEO strategies must consider the ways you can effectively answer their queries and solve their pain points.
Here are some SEO tips to do just that:
1. Perform audience research
Listening to customers is the best way to truly understand them. You can get insights online by checking different social media platforms and learning from their discussions. Conducting interviews and surveys can also be helpful in getting to know what they’re looking for. It’s also important to keep up to date with the latest trends, so you’ll understand what’s most relevant to your changing audiences.
2. Build your website with customers in mind
Your website is not for you. It’s for them.
So, create your site according to what’s easiest and seamless for them. From the site structure and different web pages to the overall messaging and content, every element should be a reason for them to visit, stay and keep coming back.
To learn more, see: Why Is UX Copywriting Essential For Your Business
3. Take advantage of voice search
Online searches have transformed from the typical typed queries into voice searches, all thanks to the different developments in Artificial Intelligence (AI).
Many customers are taking full advantage of this technology because it’s convenient and faster for them. It makes sense, then, for your SEO strategies to consider the ways people use voice queries – that is, using questions, longer sentences and natural language.
For more, read: How Voice Search Is Changing SEO – Hands Free Content Is On The Rise
4. Optimise FAQs
What’s the main reason why people use search engines? They have questions and are looking for accessible answers, fast.
To get more visitors, you must provide them with what they need. Putting up FAQ pages can immediately answer common queries and provide quick solutions. With this question-and-answer format, there is a higher chance that search engines like Google will place your website on its featured snippet (called “position zero”).
5. Write SEO-optimised content
The best method to succeed with SEO still lies in creating valuable and enthralling content that informs, engages and entertains audiences.
When you publish useful content and make it available, customers will be impressed. You’ll also get more traffic and backlinks from other websites that can improve your reach and further boost your SEO ranking.
How to create SEO-optimised content
Creating SEO-optimised content isn’t simple.
But nothing worthwhile is!
To get you on the right track, we’ve compiled some helpful pointers you can apply as you create content for both search engines and online audiences.
When it comes to SEO:
- Top-of-the-funnel keywords are used for customers who want to be educated about their problems.
- Middle-of-the-funnel keywords lead people closer to your products and services, including the benefits they’ll gain.
- Bottom-of-the-funnel keywords are used to attract people who are willing and ready to buy.
For more information, visit: What are the 8 stages of the customer content journey?
How can Melotti Media help you?
We understand that you want to reach more audience and achieve business success through SEO. However, you may find that you’re time-poor and spread thin or you still have a lot of unanswered questions.
You don’t need to worry!
At Melotti Media, we can assist with all your message marketing and copywriting needs while you focus on what matters most to you – growing your business.
Let’s start earning the results your business deserves!
To speak to your trusted message marketing copywriters, email us at firstname.lastname@example.org
We can sharpen your words to achieve your goals today!
DISCLAIMER: This blog expresses the opinion of Christopher Melotti (Melotti Media) and should be taken as general information only. No responsibility is taken for your actions in response to any content in this blog. See the website's Terms and Conditions for more information.