FoM18: 5 things you need to know
SEO Relevancy & Optimisation
When you want your content to attract the right audience, SEO is a silver bullet in your arsenal of digital marketing tools. Relevance, however, is key to inciting action from that audience. After all, what’s the point of bringing a horse to water if you can’t make it drink?
Search engine success is fundamentally underpinned by the ability to understand your audience. Is your content relevant to their search intent? The first undeniable truth of search marketing is that relevancy is the central pillar to all campaigns. Spelled out, it’s the relevancy between the searcher’s intent, and the website content that you want them to find, read and action. If you start following a trail of breadcrumbs, then you’d better expect a sandwich (or half of one, at least) at the end of that path.
Imagine you’ve got an online shoe store. You’ve expanded your product offerings and now you’re targeting ladies who are in the market for “designer shoes”. A solid SEO strategy will get them to your website, but if they come to a landing page that’s full of Crocs and flip flops, they’d be less likely to explore any further.
The most successful search engine marketing campaigns are not only optimized to attract an audience. They also create a connection in the context of fulfilling a need, which causes that audience to respond in a certain way.
So where do you start? With framing the context of the campaign. Take the time and effort to understand what you want to achieve and what action your audience needs to take to deliver against this. If you’re building awareness, where and when do you want your audience to think about your product and in what context? If your aim is sales, what information and offers will convert customers? Use this knowledge as the foundation of your keyword strategies. And when your campaign goes live, seek to optimize it by figuring out how the relevancy of your content and data are tied together.
Success in both SEO and SEM is based heavily on being able to combine art of marketing and science of data. Without the creative empathy behind the work, or by being obsessed with the data and metrics alone, you are unlikely to see brilliant results. The creative insight feeds the data, enabling the science to guide the art.
And it’s in this space that the Text100 team loves to play. We’re passionate about developing digital marketing campaigns that marry the analytical wizardry of data with the creative insights that comes from understanding our audience. If you’re keen to learn more about the work we do, drop us a line!