February 25, 2021 6 min read
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SEO (Search Engine Optimization) helps drive organic traffic to your website. If you attract the right people, you can convert that traffic into paying customers without spending a fortune on ads. If you’ve recently acquired a company that has never taken SEO seriously, you might be sitting on a goldmine.
However, getting to the top of the SERPs (search engine results pages) when thousands of other companies are competing for the same spot is a challenge. To beat them and have a chance to lower your initial cost, you need to understand your target market and the search engines themselves. Only then can you develop a strategy that will make you a customer magnet.
But first, what is SEO really?
SEO is supposedly about optimizing your digital presence so that it appears at or near the top of SERPs. The real thing is to understand your customers’ problems and then present yourself as the best possible solution to those problems. It’s not about cramming keywords wildly on your website or blog, but rather becoming an authority on the topics your customers care about.
How Google Search Algorithms Work
Google processes over 75 percent of web traffic. The search algorithm is designed to provide users with the best possible experience. If SEO was all about publication volume or keyword density, the biggest search engine on the internet would fail – the algorithm would be too easy to play, exposing users to unscrupulous businesses, scammers, and worse.
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So how do you do SEO well?
An SEO strategy that reduces CAC
A good SEO strategy will attract traffic that will convert, lower your customer acquisition costs (CACs), and increase sales. The good news is that SEO is cheap. You don’t need an expert or expensive software, just a clear strategy that you can follow and refine over time. Everything else – keyword tools and the like – is mostly free.
Related Topics: How to Reduce the High Cost of Customer Acquisition
It is beyond the scope of this article to list all the steps you could take to optimize your digital presence for Google Search. Google has already done this for you, and better than I ever could. Instead, let’s think a little broader about your SEO strategy. If you’ve never done SEO before, it all seems a bit overwhelming. So let’s think of SEO in two ways: passive and active.
Passive SEO follows the instructions from Google above. This mainly involves creating a sitemap, writing meta descriptions, page titles, etc., and making sure that Google can compile data from your website. Imagine creating the conditions for customers to find you.
Active SEO is an ongoing job that you do to stay relevant, meaningful, and helpful to your customers. The better you meet the requirements behind your customers’ search queries, the better you will be ranked. As a result, active search engine optimization changes with news, buyer behavior, competitive activity, and market trends. Let’s take a closer look at how active SEO works.
Three options for active search engine optimization
1. Find out what your customers are interested in
To increase your chances of ranking high on Google, you need to understand what your target customers are interested in. In my previous business, we interviewed our customers, surveyed them, researched the market, read reviews and testimonials until we could think and speak like our customers. With this inside knowledge, we knew how to present ourselves as the best solution to our customers’ problems and also in their language.
This also helps with finding color keywords. You can assign certain keywords to common frustrations, weaknesses, or problems and then put your existing copy at the top of the search results in Springboard.
2. Become an authority
It is not enough just to write about what you are doing. Think about all of the tangential and related problems your customers face. My company at the time created mobile apps for small businesses and we created content on every imaginable topic related to mobile marketing. You could say we wrote the book about it. The result was that we were always in the top 5 on Google when someone asked a question about mobile marketing.
If you add value by solving problems or providing advice in your area, your prospects will respect you as an authority. This also applies to the press and other companies that may link to your website and increase its privilege, which in turn will bring more traffic to you. And the more you help people, the more likely they will buy from you.
3. Create, share, distribute
Active SEO plays the long game. It can take four to six months for Google to recognize your work and make your way up. The trick is to keep the momentum going. Create content on a strict schedule that spans different media and channels. Contact with the press, partners and other people who have a publication platform; and pitch guest blog posts. Appear in podcasts or start your own. Connect and grow, use social media to advance your SEO agenda, and never miss the opportunity to talk, write, or stream about your business.
SEO and content marketing are two sides of the same coin. SEO helps you position yourself in front of your customers, but then you have to keep your promises. The internet is saturated with boring, repackaged scabies that nobody wants – don’t add that pile. Instead, think of SEO as part of a customer-centric business model that you use to help customers be more successful. The bigger your digital presence, the higher your authority. And the more valuable you are, the less you have to spend on acquisition. Customers will come to you.
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