Search engine optimization (SEO) and search engine marketing (SEM) are an incredibly important part of your overall marketing strategy. Both techniques allow you to get your brand in front of people who are already looking for information about your industry and the options you can provide. While search engine optimization brings in more traffic organically, search engine marketing allows you to spend your marketing dollars on consumers who are already considering your industry as a solution to their needs.
Ready to get started? Leverage SEO and SEM to boost your business with these essential strategies.
1. Set Clear Goals
Start by defining specific, measurable goals for your SEO and SEM efforts. You may want to:
- Increase website traffic
- Improve conversion rates
- Generate more leads
Define your specific goals by determining where your business already is--that is, what traffic you are currently bringing to your website, including how many of those leads are actively converting--versus where you would like to be. Working with a marketing professional can provide you with a better idea of what other businesses are already accomplishing and how yours compares.
2. Keyword Search
Do thorough keyword research to identify the most relevant and valuable keywords for your business. Ideally, you want to find keywords with high search volume, but moderate competition, so that your business can more easily rank for those keywords. Explore long-tail keywords, which may include longer phrases or questions that customers might ask when they consider your industry, as well as shorter keywords and phrases.
There are a number of tools, including Google Keyword Planner, SEMrush, and Ahrefs, that can help you find the ideal keywords for your business, allowing you to focus your SEO and SEM efforts on the areas where it will have the greatest benefit.
3. On-page Optimization
Optimize your website's on-page elements to make it more search engine-friendly. Ensure that your target keywords are incorporated naturally across the key elements of your page, including:
- Page titles
- Meta descriptions
- Headings
- Content
Keep in mind that on-page optimization is not about stuffing keywords. You want to aim for informative, engaging content that satisfies user intent: content that answers users' questions and supports them on their journeys. If your content is not useful and engaging, searchers will quickly leave your website, which means both that they won't be converting and that, over time, search engines may penalize you for failing to deliver on customer expectations.
4. Technical SEO
Companies must check and enhance the technical aspects of their website as well as the practical ones to improve its performance and crawlability by search engines. These include things like:
- Site speed
- Mobile responsiveness and accessibility
- Sitemap creation
- Robots.txt
- Fixing broken links
When those elements are handled correctly, your website is much more optimized for search engine traffic.
5. Content Marketing
Create valuable, relevant content that addresses the needs of your target audience. Content is king, not only when it comes to search engines, but when it comes to offering genuine benefit to the consumers visiting your website. The type of content you create may depend on what you need to offer. However, it can include:
- Blog posts
- Videos
- Articles
- Infographics
- Podcasts
- Images
- And more!
High-quality content attracts organic traffic, encourages backlinks, and establishes your expertise and authority in your industry, all of which can lead to greater recognition and consumer trust.
6. Link Building
Seek to earn high-quality backlinks from authoritative websites in your niche. Natural and relevant backlinks signal to search engines that your content is valuable, which can positively impact your search ranking.
Furthermore, backlinks help naturally bring customers to your website from other sources. Guests posts on other websites can help you build those vital links, as can continuing to create authoritative, useful content.
7. Local SEO (If Applicable)
If you have a physical presence or serve specific local areas, optimize your website for local search. Set up and optimize your Google Business listing and other local directories.
Encourage satisfied customers to leave reviews. Those simple elements can go a long way toward building trust in your brand and increasing your likelihood of showing up in local search results.
8. Pay-Per-Click (PPC) Advertising
Create targeted PPC campaigns to bid on relevant keywords that align with your business objectives. You need a compelling ad copy and relevant landing pages to help improve overall conversion rates.
Monitor and adjust your campaigns based on performance metrics to ensure that you are focusing on the right keywords and delivering what customers need from you.
9. Display Advertising and Remarketing
Display ads can help broaden your reach and your ability to connect with customers. Remarketing campaigns, on the other hand, allow you to re-engage with previous website visitors, which can draw their attention back to your site and encourage them to come back and make a purchase, especially if they were on the fence before. Customize ads based on user behavior and interests.
10. Analyze and Optimize
As with any marketing strategy, it's critical to regularly analyze the performance of your SEO and SEM efforts. Take advantage of tools like Google Analytics and Google Search Console to track key metrics, including:
- Website traffic
- Conversion rates
- Bounce rates
- Keyword rankings
With this data, you can identify areas of improvement and optimize your strategies accordingly.
11. Stay Updated and Adapt
The digital landscape is constantly evolving. To keep your website competitive and your search ranking high, you need to stay updated on the latest SEO and SEM trends, algorithm changes, and best practices.
Adapt your strategies to align with the latest changes of the digital marketplace.
Enhance Your SEO and SEM Efforts Today
SEO and SEM are ongoing processes, and it may take time to see significant results. Consistency, patience, and a data-driven approach are essential for successful growth with SEO and SEM.
At Mid-West Family Southwest Michigan, you will find a team of SEO and SEM experts. Contact us today to learn more about how we can help you build those strategies into your marketing plan.
