Now that we’re approaching the halfway mark for the year, let’s check in on your search engine optimization efforts. Can you use your brand to improve SEO?
How well are you telling your brand story? (You do have a good one, right?) Let’s discuss some ideas.
Go psycho with your customers.
Psychographics, we mean. Make sure you know not just where they live and how old they are (their demographics), but also how they think.
Hubspot offers a beginner’s guide on how to use psychographics in your marketing that walks you through learning what your customers like to do and buy. Interview your best customers to learn more about them as people—their hobbies and interests—so that you can learn what motivates them.
Another good way to find this information is by reviewing your web analytics to see which content and which offers you’ve made garner the most attention.
Use the right key words.
When you’ve learned what things in the world push your customers’ buttons, how do you get the same folks excited about your company? Hone the way you talk about your company—your brand story. Start by brainstorming key words. Think about words and phrases that relate to your brand, and then think about ones that relate to what you learned through your psychographics research.
What is on your customers’ minds? When they are facing a blank search box, how will they phrase their questions? What words will they use to describe the problems they are trying to solve?
These are the words you want to use to tell your brand story. Weave them into your web content. Use them consistently whenever you talk about your brand so that other people start to mention them, too.
If you are local, say so.
Because the importance of local search is on the rise, if you are a local brand, tap into your community. Dragonfly Digital Marketing suggests ways to hang out in your online neighborhood.
Join your local Chamber of Commerce, partner with other local businesses for a “buy local” evening or set up a booth at a community event. Give a seminar or support a charity working in your neighborhood. And, of course, promote your involvement online. Highlight your local presence on your blog, comment on other business or community blogs, and trade guest posts with area businesses.
Google is also upping its attention to social signals, so make sure that you tell your brand story across social media—using your best keywords and phrases, of course.
Need a mid-year checkup on your SEO to make sure you meet your 2015 goals? We’ll help you look at how you tell your story and dive deep into your company’s own key performance indicators and website analytics. Contact us for assistance.