SEO companies in Orlando often focus on ensuring their sites are technically sound, have a robust link-building strategy, and create high-quality content. However, these strategies could never be as effective without looking at things from a broader strategic lens. In other words, it is critical to take a step back and examine what you do and why you do it to achieve the results you are looking for. Therefore, our experts want to give you a closer look at tailoring SEO strategy with searchers in mind.
Searchers are the people that your business serves. It is essential to consider your company’s persona when thinking about your searchers. You need to clearly understand the types of people you are interested in attracting to your business website. There is no reason to create content if you do not know who you are trying to draw with it. So, start with your persona to identify your target audience.
Once you have identified your persona and target audience for your content, you can then start to ponder relevance and search intent. What are your searchers looking for? The great news is that it is easy to find out because the answer is in your search engine results pages. You have to do a quick Google search for your optimal keyword, and you will discover a wealth of information. Here is a clear ranking of the search results that Google has determined as the most worthy sources of the information that your audience is looking for, matching their search intent. Now that you understand what your searchers are looking for, it is up to you to create the best content possible to meet your audience’s intent.
When you create content for your audience, it is essential to focus on topics instead of keywords. Creating a page and stuffing it with keywords to achieve the highest ranking and watch your bank account expand is not as effective as it once was. Instead, you need to explore each page on your site and be sure it covers a topic and has a clear focus. In addition, you want to ensure that the information you offer in your content adds value to the searcher’s query and answers all aspects of their intent comprehensively based on the topic, not the keywords.
When you devise your company's content strategy or create content for your site, always look at the economic, social, psychological, and emotional factors that affect your target audience. It is easy to look at your site's traffic data and obsess over what went wrong in terms of your competition or other elements. But it may also be wise to consider what might be happening in your audience's lives, like precisely what they are currently struggling with.
For example, we have all been coping with a pandemic for the last couple of years. This experience has changed how people search for things. Over the past year, searches have increased for keywords like delivery and remote based on the social factors affecting the world. It indicates that people can't do everything like they once did, so now they adjust to the situation in various ways. So always consider what your audience is going through and adapt your strategy accordingly.
Trust and brand recognition affect how users interact with your website. If users are familiar with your brand, they will trust you and interact with you more. So, if you are a newer company or brand, it is often good to let your content take center stage instead of trying to make your brand the center of attention. However, bigger, more well-known brands might find more success doing the opposite. So, a site like Nike would benefit more from having its name in the title tag because they are known and trusted, while a new website may do better without focusing on its brand.
If you are exploring your SEO data and notice a dip, it may not be based on anything you are doing wrong. Instead, it may be based on the nature of the time of year. For example, keywords like video games, electronics, etc., are likely to trend upward around the holiday season. Then those searches will likely decrease in February or March. Downtrends don't always mean you are doing things wrong. Often it is just the seasonality.
Understanding your customer's journey is essential. Always be aware of their touchpoints with your company and even outside of it. What is their journey before they get to you? Understanding their journey will help you discover the type of content you should create to fill gaps, who you should collaborate with, what they need to know, and where they go. These details will help you explore the perfect content to appeal to your audience and where you should promote it.
Learn what your target audience struggles with and what keeps them up at night. These details allow you to create content that only you can. For example, try reviewing the questions they as your help team or visiting online forums like Reddit and Quora to understand what your audience struggles with, so you can offer solutions in your content.
People change their search queries based on location and language. There are different slang words used in specific locations, and the people there have their own behaviors, cultures, and way of doing things. Try to have an understanding of the location you target. It is helpful to know their culture and language to create content relevant to them. If you do not have the needed knowledge and expertise, it will benefit you to partner up with someone in the location for guidance and advice.
We hope this information is a valuable tool for tailoring your SEO strategy to your target audience. REK Marketing and Design has you covered if you are looking for SEO companies in Orlando. Contact us today to learn how we can grow your business.