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How Can SEO Help Your Business in 2022?

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How Can SEO Help Your Business in 2022?


SEO is vital for any business, but how exactly can businesses use it to drive growth?

Search traffic is historically the best web traffic you can hope for.

Google has been the single most powerful traffic driver for ages, and while its power has been slowly declining of the years, no other traffic channel has come close to organic traffic:

Here’s how SEO can help your business in 2022:

Understand Your Customers Better

One of the immediate benefits of starting an SEO strategy is an ability to better understand (and relate to) people’s journeys around the web.

What is your target audience struggling with? What kind of questions are they asking? What drives their purchasing decisions?

A well-defined keyword research strategy can answer all those questions and enlighten your whole team.

Ahrefs is one of my favorite tools to perform keyword research because it offers so much useful data including, common modifiers, popular questions, SERP features and more:

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You can also run your (or your competitor’s) domain through the tool to see your current positions in Google.

This can give you a more holistic understanding of your keyword rankings, and tell you how people are finding your business (or your competitor’s business) across multiple platforms.

Build More Detailed Buyers’ Personas

Customer personas (also referred to as customer avatar) are people you make up to describe your ideal customers.

Personas make digital marketing more streamlines and understandable by making your buyers easier to relate to. 

When creating a persona, you assign some human traits and features, like gender, income, occupation, etc.

Personas also help you create a customer-centric business model, the only business model that will make your business successful in 2022 and beyond.

To build a persona, you need some kind of data, and that’s where SEO-driven web analytics somes very much in handy. Google Analytics comes with detailed demographics data that will turn very useful for persona creation:

As a business owner, you are, of course, prioritizing your customers. Thus, their feedback is important for you to improve your product or service. In order to learn from your visitors, install Google Analytics tool that collects feedback so that you can analyze it and listen to your customers in order to make your website better. 

No matter how many professionals work on your website, visitors’ feedback is the most qualitative measure of your success. Using conversational forms on your site will help you collect even more data for your SEO campaigns and create more detailed personas.

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Take Control of Your Buyers’ Journeys

Buying journeys have become more complicated over the years. Equipped with diverse devices and tools, a consumer may start their journey on one device and continue on a different one. 

They are likely to turn to Google multiple times throughout that fragmented journey, and if your business shows up for multiple queries in multiple sections, you are more likely to win that customer:

A well set-up SEO strategy is targeting more than just organic results. It aims at optimizing the whole SERP (search engine result page):

Take a look at all those sections: Most of them provide businesses with additional opportunities to get found and engaged with. For example, ranking in the Google Video Carousel can help you with conversions as videos present products and services in an accessible way. Nowadays, editing videos can be done with an online video editor and a simple keyword research and video page optimization can help you bring it among the top SERPs.

A critical cog in the wheel of customer relationships is how well you integrate the online-offline experience of the customer. Every interaction your customer has with your brand doesn’t result in a sale. Neither does every Google search they do. However, engagement is a virtual cycle — more brand awareness means more branded searches and more branded searches mean better visibility, rankings, and ultimately, clicks.

So the best thing for you to do would be to understand (and match) customers’ “intent” at every interaction. Again, this requires alignment between your marketing, sales and customer service teams. Using the right CRM software, you can consolidate the results of your SEO, email marketing and lead generation campaigns, create your ideal customer profiles and buyer personas, and funnel back the insights into your content creation process to target them at every stage of the buyer’s journey.

Identify Your Promoters

If you are into SEO, you sure know your backlinks. But backlinks are not just about higher rankings. Knowing who links to you helps you build stronger niche relationships!

Ahrefs is a great tool for understanding your website’s structure and its backlink portfolio. Essentially, your website’s backlink portfolio is all the websites that have linked from their site back to yours. 

Another great tool is Buzzsumo that allows you to see exactly who is linking to you, and even the author who was found on that page. You can see what content on your website is the most popular, which is especially useful if you incorporate a blog into your website.

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You can also set up an alert to receive an email once anyone is linking to your site. This is a great relationship building tactic: Once anyone links to you, reach out to thank, follow and become a friend!

Control Online Context and Sentiment Better

Finally, being there, paying attention to what people see when searching and trying to optimize for that will empower your business with ways to control what people see when searching for your brand or your important queries.

Imagine your current or future customer typing your brand name in Google’s search box. What are they going to see there? How will that impact their buying journey?

Whether you are there or not, your current and potential customers are searching for you and your brand. The difference is, when you are there watching, you can make your business better and make sure you provide the best solutions to their answers.

Conclusion

Of course, SEO offers many more ways to help your business in 2022, including an ability to position your brand as a knowledge hub by driving your content creation decision. 

On top of that, SEO allows you to create the most consistent traffic channel out there. Organic traffic is one of the most valuable traffic-driving channels out there thanks to matching intent (users actually search for answers and solutions, so they are more likely to engage with your site if you give them those answers and solutions).

Customers expect brands to run websites where they can read more about a product or a service, get useful tips from your brand, or find FAQ sections to save time. If you’re about to set up your business, think about ‘budget’ ways to launch a user-friendly website as it helps to grow your business.

The best advice is to do some research, find the tools that work best for you, and never underestimate the value SEO offers for the success of your business.

Ann Smarty

Ann Smarty is the brand NINJA at Internet Marketing Ninjas as well as the founder of numerous startups including MyBlogGuest, MyBlogU, ViralContentBee, TwChat and many more.

Ann Smarty has been an online marketing consultant for 10 years providing high-quality digital marketing consulting through her services and courses (both free and paid).

Ann Smarty’s content marketing ideas have been featured in NYtimes, Mashable, Entrepreneur, Search Engine Land and many more. She is known for her indepth tool reviews, innovative content marketing advice and actionable digital marketing ideas.

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MARKETING

5 Elements of Content That Will Build Brand Recall

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5 Elements of Content That Will Build Brand Recall

Gone are the days of traditional sales and marketing strategies. In today’s media landscape, driving sales and engagement through content has proven to be a highly successful and cost-effective strategy

Hence, most modern businesses have a content marketing arm that achieves the following by simply creating and distributing content:

  • Address customers’ paint points and gain their trust
  • Improve product accessibility via SEO
  • Increase opportunities for conversion
  • Generate leads
  • Build brand awareness and recall

Unfortunately, competition to reach the right audience has increasingly intensified. And that’s just the beginning of it.

The end goal is to consistently make sales, attain a loyal customer base, and build brand recall. So, how exactly do you achieve that? What kind of content will eventually enable your audience to easily recognize your products and services?

We uncover the five major elements of content that will build brand recall.

#1: Accessibility

Before gunning for brand recall, ensure that your audience can easily find information about your products and services. It’s virtually impossible to be recognized if you aren’t even visible or searchable.

Thus, this is where strategies such as onsite/offsite search engine optimization (SEO), simplifying user experience, improving scalability, expanding channels, and developing customer feedback platforms come into play.

That said, SEO strategies are usually the content marketers’ main focus. Investing in content SEO not only improves your brand’s visibility, but it also drives more conversions to your website. You do so by identifying your customers’ top search terms, optimizing your website’s content, and addressing high volume search queries.

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#2: Relatability

You must identify and understand your target audience before creating any piece of content – whether onsite or offsite. This is when it’s time to utilize data you have on your customers, which can be accessible via tools such as Google Analytics or AHREFs. These tools should give you insights on common search queries, keywords, website traffic, conversion, engagement, and such.

Customer feedback and surveys are also essential in understanding what your customers need. Your content should be able to address their pain points while providing them with information and services on what they’re looking for.

Once your audience find themselves relating to your content, it won’t be long until they purchase your product.

#3: Engagement

Reaching your audience is one thing, but customer engagement is a whole different beast. It’s easy to lose your customers’ attention in a crowded and noisy online economy.

As mentioned, understanding your customers’ needs and pain points is vital to your content strategy. Your content must be something they find useful enough for them to engage with. In short, there must be something in it for them.

There are many ways to skin this cat. You could engage your audience via content onsite with a great customer experience channel before and after they purchase. Another opportunity for engagement is developing social media content that encourages them to participate in your marketing campaign.

In conclusion, your content must be customer-centric before anything else.

#4: Value & Relevance

So, you’ve identified your target audience and learned to understand them, but how exactly do you convince them to choose your product over others? How do you stand out amongst your competitors?

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It’s equally important to understand your own products and services. You must identify your main value proposition, and how this is relevant to your customers. Having a stellar product is a waste if your target market doesn’t know its full value.

Thus, content marketers should communicate a product’s relevance and unique selling point. It’s their job to inform the target audience on how they can benefit from the product.  

#5: Consistency

There’s no bigger obstacle to brand recall than inconsistency. This applies to all types of content – articles, infographics, video ads, images, and social media posts.

For customers to remember you, your message, design, and overall branding should always be uniform and consistent. A disconnect between these elements is confusing and thus makes it difficult for your audience to recognize your brand.

Therefore, a marketing team must streamline uniform messages, value propositions, templates, and editorial and design guidelines before reaching out to the desired audience. In the world of marketing, familiarity breeds brand recall.

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