Why does search matter?
Search Engine Marketing can be pivotal to overcoming your competitors and making your business succeed in a highly competitive market. Read this article to discover why search matters.
As a business owner, you know that it’s important to stay ahead of the competition, but how can you do that when your industry is constantly evolving?
One way is to make sure your company is visible online, and one of the best ways to achieve that visibility is through search engine optimization (SEO).
By improving your website’s ranking in search engine results pages (SERPs), you can attract more potential customers and outrank your competitors. And that’s why search matters a lot in a competitive market.
Building a strong online presence
We have never been so connected and with so much information available in the palm of our hands. We are literally just one search away from any question, and using Google or other search engines is a daily habit for most of us.
That’s why businesses need to have a strong online presence. When people are looking for a product or service, they turn to the internet for information. And when they’re ready to buy, they go straight to Google or another search engine to find the best deal.
Can you imagine how many people are searching for your services right now? That’s where your company needs to be visible – at the top of the SERPs.
How to improve your business’s online presence?
One of the main digital marketing strategies to improve your online presence is to invest in SEO. Search engine optimization (SEO) is the process of getting your website to rank higher in search results.
Search Engine Optimisation is a crucial part of any online marketing strategy, and it can be the difference between success and failure in a competitive market.
Technical Optimisation vs Content Creation
The technical aspects of your website are the most visible, but they’re not the only ones that matter. From the technical perspective, you want to make sure your website code is clean and loading fast for an improved user experience. It’s important to make sure your website sitemap is accessible to search engines and that your pages allow crawl and indexation.
Your site’s content is also extremely important for two reasons:
First, it needs to be helpful and relevant to your customers that are in the early stages of the buying journey. Think that they usually have a problem that they want to solve but they are still not aware of the solution.
For example, someone might come to your site because they are looking for information on how to fix a broken sink. They might not even know that there is such a thing as a plumber, but they will be looking for helpful content that will teach them what they need to do.
If your content is not relevant or helpful, you will quickly lose that customer. However, if your content is relevant and helpful, you have a much better chance of converting that customer into a lead or even a sale.
The second reason why content is so important is that it is the best way to improve your website’s relevance to search engines. If you provide valuable content for your visitors, the algorithm will identify it and reward your website, improving your rankings and generating more traffic to your website.
Why do people research online before buying?
There are many reasons why people conduct research online before making a purchase. The most common reason is that they want to be sure they are getting the best possible deal on the product or service they are interested in. They may also be looking for more information about a product or service before making a decision, or they may be trying to compare different options. Whatever the reason, it is important to have high-quality content on your website that will address the needs of these potential customers in all buying stages.
If you can provide helpful, relevant information to these visitors, you are more likely to convert them into leads or sales. However, if your content is not relevant or helpful, you will quickly lose your online authority. Therefore, it is important to understand why people research online before making a purchase and create content that meets their needs.
Understanding the Customer Behaviour
One of the key aspects of content marketing strategy is to understand how people behave and create a relevant strategic plan to cover all the possibilities when a potential customer is looking for a solution online.
Identifying relevant queries that your potential customers are most likely to use and including them in your content is critical to success. You can use a number of methods to research relevant queries, including:
- Using Google Ads Keyword Planner;
- Checking out what topics are being discussed on relevant forums such as Quora or Reddit;
- Review competitor websites to see what keywords and phrases they are targeting.
And most importantly, understanding who your customer is by creating target personas will allow you to understand and identify what are their pain points, search intent and buying behaviour for an effective user journey.
Expanding your reach beyond your website
It’s not enough to just have a website anymore. In order to be successful, you need to make sure your content is seen by as many people as possible. This means expanding your reach beyond your website and into other areas where your potential customers are spending their time.
Some of the most common places to expand your reach include:
- Social media platforms such as Facebook, Twitter, and LinkedIn;
- Video platforms, such as Youtube, TikTok and Instagram;
- Industry-specific forums and discussion boards;
- Guest blogging on other websites in your industry.
By expanding your reach, you will be able to attract more potential customers to your website and increase your chances of generating leads and sales.
Although we have mentioned video platforms in the paragraph above, video content deserves a deeper look as it is one of the most effective ways to improve your content strategy.
It is estimated that by the end of 2022, 82% of all internet traffic will be video traffic. This surge in popularity is due to a number of factors, including the fact that people are more likely to engage with and remember information that they see in a video format.
In addition, video content is extremely versatile and can be used in a number of different ways.
For example, you could create a product demonstration video, an informative “how-to” video, or even a customer testimonial video.
No matter what type of video you create, it is important to make sure that it is engaging and provides value to your potential customers. If you can do this, you will be able to attract more visitors to your website and improve your chances of generating leads and sales.
If you want to be successful in today’s competitive market, it is important to understand why search matters. People research online before making a purchase in order to find the best product or service to meet their needs.
To be successful, you need to create high-quality content that is relevant and helpful to potential customers. You also need to expand your reach beyond your website by promoting your content on social media, video platforms, and other websites.
By following these tips, you can improve your content marketing strategy and attract more potential customers to your website.
If you have any questions or need help getting started, feel free to contact us.
Max is the founder of ZBRA Marketing, a leading digital marketing agency based in Dorset,UK. With over 15 years of experience driving growth through marketing strategy, SEO, PPC and CRO, Max has worked with major global companies across diverse sectors in South America and Europe.
He takes a data-driven approach to creating tailored solutions that transform brands’ online presence and success.
Through ZBRA, Max provides strategic consulting and services including SEO, PPC, CRO and data analytics to help companies connect with their target audiences and accelerate their digital growth.