SEO is primarily a keyword-driven process, but that is not all. To optimize your website, you need to focus on evergreen, dynamic, and quality content. However, no local SEO marketing effort is effective without an audience, people or users, to engage with the content.
Finding your audience is only one part of the process; you also need to reach them and provide encouragement to engage with your content. The process of connecting with a target market is where most businesses struggle in terms of SEO.
Engaging with your audience is about more than selecting the right long-tail keyword and moving up the search results in the SERPs. You need a customer to look at the heading and meta description and click through. When they land on the page, the content, images, and videos must be relevant, informative, and helpful, and the pull towards a sale cannot feel too forced.
SEO and reaching your target audience is a delicate ballet requiring research, expertise, and understanding. While it is possible to work through the process and build effective strategies alone, working with a professional service is more cost-effective and time-effective.
1. Understand Your Customer Base
Defining your audience is vital to effective content marketing and SEO strategies. To target individuals with information, you need to know what type of information they are looking for or interested in, and SEO services in Waterloo can help.
Thankfully, as a business owner, you already have a built-in audience that you can use to determine a broader or more targeted market. You can talk to your sales division and ask about the motives behind purchases. Most customers will have a reason for buying your product or service.
Additionally, the past is a prologue. Look at sales reports to determine which products sell the best. Understanding what people buy and why they buy can help develop a portrait of a typical customer, which you can use when creating content.
Finally, if you have an existing website, look up Google analytics to understand how consumers are using your site. Are they engaging with the content? Do they spend more time on one page than another, why?
Answering these questions and researching your current client base will help you understand existing buyers. The takeaway from the research will help you create more targeted campaigns in the future.
2. Acknowledge the Competition
Do not spend too much time on your competitors. However, every business should spend a little energy investigating its competition’s performance and basic strategy. Thankfully, in the digital age, researching strategy is a straightforward process.
You want to examine your competitor’s website. Look at the type of content they create and the layout of their pages. Do a deep dive into website analytics to determine the keywords they are using and any other helpful information.
A quick analysis should help you identify the best-performing pages, other competitors, and best-performing keywords. With that information in hand, you can examine your site to find areas for improvement.
3. Focus on the Right Questions
When creating content for your audience, you need to focus on answering the questions your audience actually has. Too many business owners write the content they want to read rather than what their clients want.
There is an easy way to determine what your clients are asking by using Google searches. You can also use services like AnswerthePublic, SEMRush, or Buzzsumo. However, it is often more practical to hire a web service developer.
Trying to reach your target market is not the most effortless process on your own. Thankfully, you do not have to do it alone. Contact Unwired Web Solutions to learn what the company can do for you, your website, and consumer engagement.