In order to effectively communicate with your customers, you must first know who and where they are. Over 60% of the average daily user uses Google in some way, as it is the most popular search engine. It is important to know how people behave online, especially how they conduct online searches using keywords.
The word “keyword” is kind of a misnomer; it implies that people conduct a search using a single word, but that is often not the case. People are now conducting searches on Google in a long-form question format. Google understands better than most that consumers want to be presented with content relevant to their search. They have changed their formula to a more contextual search algorithm. A company’s content and website will have to answer the questions consumers are asking in order to be found. From the ground up, companies should work to build their brands and communicate with customers in an authentic fashion. Keywords will have to be infused into educational content that answers consumers’ questions at every step in the funnel.
Today SEO is based much more on social media. Social media sharing builds clout; if people share your site using social media, it must be good. Additionally blogging is an important part of SEO; the more frequent the blog posts, the higher the ranking.
The bottom line is this: if a company is doing SEO, they’re doing it wrong. SEO should be thought of as a broader element of an overall inbound marketing campaign. What are your suggestions for improving SEO?