To improve sales using SEO and inbound marketing requires planning and a purpose. Whether B2B or consumers, the fact is more and more buyers are turning to the internet to purchase the products they normally get in the traditional channels such as at a brick-and-mortar store. Because of this shift in buying behavior; businesses have been forced to rethink the way they do business. SEO has proven to have a positive impact when it comes to boosting the sales of online retailers, SaaS companies and many other industries. Below are some of the tips on how SEO can improve sales.
- Be smart about keywords
How SEO used keywords today isn’t the same as before. Still, keywords continue to play a huge role when it comes to SEO ranking. Without keywords, it would be hard for customers to find your business when they look you up online which is why to this day, an effective SEO strategy is not complete without keywords.
Put yourself in the shoes of your customer. What do you think they would be searching for to find your product? There are hundreds of possibilities. Brands usually stick to a set of keywords that pertains to their products. A makeup brand will have keywords around beauty and makeup. But it is important that brands continue to explore other possible keywords they can use so new audiences can locate their products.
The first step is to identify your “head term” which is the broad topic of the market your business serves. This is normally two words long. and should be a term your buyer persona would use when searching. Now you can begin building a keyword strategy.
Step two is that articles and content should focus on long-tailed keywords. “Long-tailed” implies that the keyword is a minimum 3-4 words long and can be broken down into smaller keywords that could still drive traffic. Google Ad Words is a great starting place to do keyword research.
- Turn to social media to reach a new audience
Social media has blown up in recent years. More and more people sign up to sites like Facebook, Instagram, and Twitter every day and this presents brands a great opportunity to grow their target audience. Social media can be a great way to engage with your audience and users use it to look for interesting content.
Social media can also put a little humanity into a brand and make it more relatable and appealing to the audience. This can be done by engaging with audiences, posting interesting content, and answering questions or responding to their comments. When considering your social media strategy, remember to include social selling. Social media is 1 to many, social selling is 1 to 1.
Remember, just posting your articles or content across every social network, news site, or to friends and contacts is not a social media plan. The whole purpose of content sharing via the social channels is to build a trusted connection with your audience. So, you need to establish the right tone, the right topics, and the right way for your marketing and sales team to conduct its conversations.
- On-page SEO
According to Arcane Marketing, on-page SEO is the practice of optimizing web pages with the goal of boosting its ranking and gaining more relevant traffic in search engines. It refers to the content of the website, along with everything you see in it including titles, headings, images, and general content.
To improve sales using SEO, on-page SEO should be included in a business’ SEO strategy. For one, it makes your website more user-friendly. Search engines are able to index your web pages easier thereby helping you improve your search ranking. On-page SEO can also help you focus more on optimizing important elements on your site such as creating descriptive and unique titles, improving page load speed in order to reduce bounce rates, and optimizing headings using keywords.
- Building a strong reputation
Managing your brand’s reputation is often forgotten when talking about SEO. But it would be a mistake for a business to ignore it altogether. Reputation management refers to the task of controlling what people see when they look up your business online. A restaurant business, for instance, will try to minimize negative reviews posted on their site as well as social media profiles to entice other people to dine in.
In essence, reputation management is simply the brand putting their foot forward to create a positive impression when customers look them up. It’s important that brands remember to stay professional when they engage with customers online, regularly check online reviews, and respond to negative criticism and reviews immediately and professionally.
- Publish quality content
Search engines like Google favor pages with fresh and unique content. Not only that, but users also prefer a website that’s more than just trying to sell their products. This is one main reason why online retailers actively produce content for site visitors to peruse and gain insight into the business.
But it’s not enough to simply put out content for the sake of having one. Brands should spend the time and effort to ensure that the content they are producing offer value to their customers. The best content involves helpful, educational, and insightful material designed to serve your audience. Establish your social purpose and authority, nurture your leads with highly relevant information, and share content relevant to each buyer type.
Review the type of content you intend to publish and share. Start with awareness content. These articles are designed to drive visitors to your site who are searching for topics strongly associated with what you do as a business. Thought leadership content that positions you as an expert in your industry. These work to increase the trust that your audience have in you as an expert and the perceived value that each piece of content represents. Also you can use sales content to help sales prospecting, to attract and convert buyers who are interested in your services. To gather interest to see if you may have the right solution for their needs. And do not forget, success stories. Real, genuine, and verifiable stories to showcase the proof of why they should do business with you.
All your articles and content should contain important keywords and phrases to make it easier for search engines to index the pages. Brands usually have a full-time content creator on staff to handle this content production. In some cases, they turn to freelancers to produce the type of content they want.
There is our 5 best ways to improve sales using SEO. Plan out your SEO and social media activities with the ideas above and let these steps help to develop planning that puts the needs of your customers first.