What can SEO achieve for your inbound marketing strategy?
We’ve established before that the art of search engine optimisation is the path to getting your website noticed by the ideal customer. We know that a content-filled, targeted website will gather the attention of your ideal customers and keep them, converting them to leads and then to customers.
But how does that actually happen? That’s a lot of long words together, but there’s no guarantee of a follow through. At least, not until the theory of how these things fit together crystallises into a practical application.
Here’s a three step process for integrating SEO and Inbound Marketing into your website to increase your website traffic.
1. Determine Your Audience
What are your ideal customers like? What kind of job do they work? What do they want to get out of your business? What concerns will they have that you’ll be able to smooth over?
The first thing you want to do when understanding how to make yourself visible to your ideal customers is, where are your ideal customers going to look? How do they think, and what words would they give a search engine when searching for a solution to their problem? Of course, we don’t have all the answers to this, but with a bit of research, we can begin to understand some of the attributes of our ideal customers.
Have a look at your existing customers and see what shared traits they have that you find ideal for a customer. Gear your marketing to appeal to people with those character traits.
2. Determine Your Language Style
Once you understand what your ideal customer looks like, start thinking about what words they’d use in a search engine to describe the problems that you can solve. Search engines find your website based on how well your web content fits the questions that a web searcher is asking, and the better your website content answers those questions, the higher up the search results page your website will appear.
The words that your ideal customers and you are using are called keywords. Because it can be difficult to rank highly in search results for vague words, try using longer word strings as your keywords. (For example, it’s much easier for our business to rank highly with a specific search term like ‘inbound marketing sydney’ than it is for us to rank with a vague term such as ‘internet marketing’). This strategy ensures that you’re not competing with giants for page space when a web searcher is looking for specific solutions to problems.
So, you know what your ideal customer looks like, and how they think. You understand what kind of language they use, and their word choices when they go looking for something. Now what?
3. Populate Your Website With The Language Of Your Ideal Buyer
I’ve only travelled abroad in a country that didn’t speak English once. But when I was there, hearing anyone speaking my mother tongue was a blessing. You might have been lost, or confused about some aspect of the task at hand, and you look around, asking if anyone can help you out. And then you hear familiar words and breathe a sigh of relief, because there’s someone who understands what you’re talking about and is able to help.
As marketers, we might not be giving directions to the nearest train station, but there’s still a lot of value in being able to speak and understand the language of someone else. When we’re able to understand what a customer needs, and provide them with the solution they’re looking for, it goes a long way.
Once you’ve understood what it is your ideal customers are after, and determined the kinds of words they’ll use when researching a purchase, the only thing left that you need to do as a business is use those words in your content. When you use those keywords in your blogs, in your metadata, and every other page your website uses, you’ll rank well for those search terms and become visible to the website visitor.
I guess the language barrier metaphor carries over well, because you want to make certain that you are speaking the language of your readers correctly. It’s not enough to be able to count to ten in a different language and then say you’re fluent, and it’s not enough to understand only the words your ideal customers use without understanding their needs and desires on top of that.
With directed, helpful content, you’ll be able to really answer the questions of your ideal customers, and help them think through in full how your business can be provide the solution to their problem. Such an approach will yield high traffic and a low bounce rate for visitors to your website.