Quick fixes are easy to come by in the digital marketing world, you can get a PPC campaign up and running tomorrow and if optimised properly it could start delivering results immediately. However the best marketing campaigns will be utilising a mixture of both paid and organic marketing, and driving leads from each of these sources on a rhythmic basis.
Ranking organically for search terms relevant to your business can take a bit longer, but with the correct application, dedication and research, it can be a game-changer.
Outbound marketing has its benefits, but how can you ensure that there is a steady stream of potential leads coming through to your site and getting familiar with your brand? We have a few hints and tricks that can ensure that you are building a marketing plan that has the future in mind.
What are organic leads?
Organic leads are potential prospects that have landed on your page while using a search engine to look for a product, service, or a question answered. Rather than using any alternative route to get to your site, such as social media or PPC, organic leads get to your website because it has authority and has the information or product they were looking for.
So this means that the name of the game is to get to the top of Google’s results. There are a few very important features that you must learn about an implement to be able to do this.
Keyword Research is step 1. With SEO, Keyword Research is king, and if you know what words and niches you must hit then that is 90% of the battle.
Organic traffic relies on you being able to guess what your potential clients are searching for. Doing Keyword Research is essential so that you can stay a step ahead.
There are loads of different free Keyword research tools that you can use to ensure that your website is populated with the correct content to get you ranking highly.
These tools, if used in tandem with each other can be used to create quite a substantial amount of keyword research, and will give you a much better chance at ranking highly. Because these tools are free, they are very selective in the metrics they give, so using multiple tools is the best way to get a more holistic view of your site.
- Google Trends
Google Trends can allow you to see what queries and topics are being searched in relation to a keyphrase. When I type in ‘Golf Clubs’ at the time of writing this, related topics are: ‘Kirkland Signature’, ‘INESIS’, and ‘Parsons Xtreme Golf’. This search also yields related queries. Such as ‘Best Hybrid Golf Clubs’, and Ping G425’.
A bunch of these related keyphrases and topics can be extremely useful to you. As it can allow you to ride a trend. If you see that the ‘Ping G425’ is trending, then you should be writing a blog on what your club recommends as the best Golf Clubs. Include the Ping, and your site should start showing up when people are looking for the golf club.
- Keywords Everywhere
If you are new to the world of SEO, then Keywords Everywhere is a great way to start being able to understand some of the metrics that come with it. This handy piece of kit is a Google Chrome Extension, and shows you live data from different sites.
From simple being on Ebay or Etsy, this extension will grab their search data, and show it to you. For example if you search for a product on Etsy, this extension will show you search volumes of the amount of people who also look for the same or similar items.
This can be incredibly useful in a way of basic market research. If you know the trends of your potential customers than you can use this to your advantage.
Next, you can deploy a content strategy to elevate your rankings. Start with the easy ones, the high traffic search terms that you can do a blog piece on. Continue to seek out new relevant search terms that you can hammer later on, but start with the ones that will have an immediate effect on your ranking.
Be the expert in your industry
Now that you have a decent idea of the keywords you need to hit, you should start creating content that will make your brand the leading expert in its field.
For example: If you sell running shoes, you must become an expert in fitness. With blog titles like: ‘What is the best running running shoe’, ‘What are the best running gadgets’, ‘Where are the best running locations’, and ‘How do I get the most out of my training’.
Put yourself in the mindset of somebody buying your product or service. You must become an all encompassing wealth of knowledge on all aspects of their sphere. They will feel safer buying your product, if you know the best ways to implement that product with a holistic view of using other products and lifestyle choices in tandem.
Use Videos on your website
Google cares about more quality content over keywords. If you can show that your site is multifaceted in its usages, then Google should rank it highly.
There are many algorithmic reasons as to why Google likes videos, which is a tad pedantic and boring, so rest assured with the advice that Google loves videos.
Using videos is a great way to link build too, having a video rather than a text link will literally triple your number of linking domains. Videos also will ensure that people stay on your site longer, reducing your bounce rate, thus increasing your sites relevance and authority.
If you need any help implementing any of these steps, or just fancy a chat, click this link to book in a meeting.