By Daniel Beldowicz, Director of Digital Marketing
Forrest Gump’s most memorable lines was, “Me and Jenny goes together like peas and carrots.” The same can be said for search engine optimization (SEO) and content conversion. While SEO and content marketing are not new, businesses combining the two are becoming more of a novel concept. According to the most recent BrightEdge Report, an overwhelming majority of marketers, 97 percent, agree that SEO and content marketing are converging, or have already converged. Fifty-one percent of marketers responded that creating and optimizing content for local markets is “very important” and nearly half are using data to drive content strategy.
When it comes to this, businesses should stop focusing on the tactics and start concentrating on the customer. If the adage of “get in front of the right people, at the right time, with the right message” holds true, then knowing your target audience and their buyer’s journey will allow you to optimize the phrases in which they are searching.
Here’s how it works…
SEO will help your website rank higher, in search engine results, thereby driving more traffic to your site and potentially more business. It also will allow your business to show up at the right time, when your audience is searching for you.
Optimized conversion content, based on the buying stage your audience is in, will present them with the right message. Marketers are finally seeing the importance of the human factor involved in the tactics that work well.
There are two general parts to successful
digital marketing—traffic and conversion. SEO-generated traffic is more likely to convert at a higher rate than ad-generated traffic, since the person doing the search is actively seeking out information and has a specific want and need. Content conversion has been studied at length over the past few years and an entire industry has been created from it, Conversion Rate Optimization (CRO). Numerous websites are designed to convert website visitors into customers. The process of optimizing those conversions is exactly what CRO requires. These conversions happen throughout a website, including areas like the homepage, contact, blog, news and landing pages. All of these can be optimized for a higher number of conversions.
With the proliferation of content creation, millions of pieces of content are being loaded to the web every day—from blogs and podcasts—to whitepapers and videos. Creating content should always have an SEO consideration to each piece, from key phrase research to a linking strategy. In addition, there should be a conversion mindset infused throughout the content. This should be built into the initial research and framing of the content, as well as always ask the question, “What do we want the reader to do next?”
Businesses can utilize SEO and content conversion, as part of its digital marketing strategy, through the following ways:
Building more robust and deeper audience avatars or brand personas.
They should include more psycho-graphical information, as well as phraseology, used throughout the buyer’s journey, which will allow you not only to create content for each stage of the buyer’s journey, but also to optimize this content in search engines. Employing this strategy will ensure that the audience is getting the exact content they need, at that time, to increase your conversion rate.
Working key phrase research.
While you’re creating content, it’s important to research key phrases to determine which ones will be most valuable. In addition to getting proper placement in search engines, this also will ensure that you are speaking your customer’s language, for that piece of content.
Creating more content on a continual basis.
Study after study shows that the more content you build on a continual basis, the more visitors will be generated. A content strategy that is focused on audience conversion will ensure your business shows up in the right place, at the right time and with the right message. In fact, in the BrightEdge Report, an overwhelming majority of marketers, 97 percent, agree that SEO and conversions, followed by engagement, and then traffic accounted for the top three answers respondents listed as the most important metrics of success for content performance. The marriage of content marketing and SEO offers one solution to reach those goals.
Marketers are beginning to realize and harness the true power of what’s really going on with SEO and how to leverage it in a conversion funnel. When approaching your digital marketing strategy, focus on the client instead of the tactic. If you do that, you will be one step closer to experiencing how the best digital marketing tactics can work in harmony—just like peas and carrots.
How is your business using SEO and optimizing its content? Do you have a digital marketing plan in place that has worked? Do you have an interesting story to tell on this topic? We’d love to hear from you. Please share it in the comments below.
Daniel Beldowicz is the Director of Digital Marketing at Creative Marketing Alliance . To ensure that you are successfully managing your online reputation, it would benefit you to work with professionals who are experts in marketing. CMA can help! Contact us at 800-852-4269 or email us at firstname.lastname@example.org .