If you’re a business owner, the importance of marketing is something that is drilled into you from the beginning. Marketing is how you get your business out there to the public, and how people find out about you. Marketing was first done by running ads in newspapers and on the radio. Now we’ve moved into the digital age, marketing has gone online and is now digital.
Something that is mentioned all the time in digital marketing is SEO, or search engine optimization. This is the process of using certain keywords and phrases to make your website, and its content, more relative to the search. For example, if people are searching for, “digital marketing Regina” and that phrase presents a lot in your website, then you will show up higher on the search results, because Google sees that you are more relevant.
SEO in Vancouver relies a lot on having relevant content on your website, ready for when people search those terms. But, what do you do if people aren’t really searching for you, or any words completely relating to your business?
Here are three ways to make it onto the first page.
- Awareness Marketing Approach: This strategy involves finding a keyword, relative to your business and content, that doesn’t have much awareness about it, not many people are making content for it. Then, if you can, tailor your content to include that keyword. Create awareness for that word, and relate that awareness to your own brand.
- “Fish Where There Are Fish”: Ranking for the right keywords is just as important as ranking for related keywords. For example, if you have a dog grooming service, but most people are searching for dog boarding, trying to rank for boarding related content, (i.e.: Should you get your dog groomed before boarding him?”) could mean more traffic, more views, better ranking, and more customers in the long run.
- Become an Expert: People search for many, many different questions on Google, and Google provides those answers from experts who’ve utilized the things they have the most knowledge in, to create content that is relevant. If you own a dog grooming service, but your website’s content is all over the place with different topics, Google won’t see that as an expert place to draw answers from. Molding yourself, and your brand, into that of an expert, or some where people can go for all the information from their queries, is a great way to rank. This is shown often with bank websites, most people are searching RBC, for example, to check their bank accounts, but when you search for mortgages and similar banking content, RBC and other banks are first up on the results.
Using SEO to Rank Content not just Keywords
SEO is a simplified way to gain organic traffic to your website, without using paid ads to draw them in. When using SEO, the keyword is important, but the most important part is the content. Making sure your website’s content is relevant to what people are searching is paramount.