Having a thought-out and well-executed Search Engine Optimization strategy is one of the most effective ways to target your ideal clientele online. What many businesses don’t know is that it takes more than just a nice website to get in front of the audience you want. It takes a full spectrum of integrated marketing and SEO work to make sure that you are getting visibility with your ideal clients. To help you out on this journey, here are 10 tips for using SEO to reach your target clientele.
Choose the Right Keywords
An effective Search Engine Optimization is a strategy that uses the right keywords, which send a message to search engines to tell them what your website is about. From there, search engines like Google will use your keyword information to determine where and how your website appears on their search engine results pages. Choosing the right keywords is the first critical step in building a successful organic search campaign for your business.
The truth is, a lot of research needs to go into choosing the right keywords to use on your website. You can use free tools online like Keywordtool.io to check the search volume for target keywords.
There’s a good chance you already have competitors in your area who are already ranking for keywords that would be valuable to your business. The best way that you can keep up with the competition is by focusing on long-tail keywords and phrases. These are going to be keyword searches that contain three words or more.
For example, instead of simply targeting “HVAC repair,” you would want to target the phrase “HVAC repair in [insert your city, county, state here].” If you are searching for clientele based on their geographic location, targeting this long-term search will tell both them and Google where you are located. This is critical for getting in front of your ideal audience.
Analyze Your Competition
After you have a better, clearer picture of the long-tail keywords you want to target, it is time to do some competitive research. There is a high probability that you aren’t the only business of your kind in your area that is trying to rank for those short- and long-tail keywords.
You need to analyze your competitor’s keyword strategy. To do this, use the long-tail keywords you selected to see which of your competitors are showing up on the first page of Google and other search engines.
After you see what competitors are ranking for that search, click on their links to visit their pages. On their page, pay close attention to how and where they are using their long- and short-tail search terms. This will give you more insight into how they are ranking and what you can do to beat them out for those top spots on the first page.
Use Your Keywords on Your Pages
After you have chosen your long-tail keywords and done your competitive research, you will need to start integrating these words into the pages of your website. Google uses digital bots called web crawlers to analyze the keywords on your site. It will use that keyword information to better understand the purpose of your website and the context of your pages, keywords and etc.
Using your long-tail keywords on your pages and throughout your website is very important. This will help Google index your website and naturally boost your organic rank on search engines for your target keywords.
Using your keywords appropriately throughout your website also gives your audience a better understanding of who you are, where you are and what you do. The best and most prominent places to use your keywords are in these areas:
- Page titles
- Headers on your pages
- Meta descriptions of your pages
- Body of text blocks or paragraphs
Just make sure that you don’t unnecessarily stuff your pages full of your keywords. Search engines may actually lower your rank if they find that you are doing too much keyword stuffing. Use your keywords naturally throughout your pages and your website.
Create High-Quality Content
Creating valuable content for your audience is one of the best and most effective ways to get in front of your target audience and improve your SEO ranking. Most people tend to think of content creation as simply writing blog posts. Although writing great blogs is an important part of the equation, content creation is much more than that.
There are so many types of content pieces you can create to improve your site’s organic ranking, including:
- Blogs and articles
The more high-quality content you create, the more opportunities you have to rank higher on search engines for your targeted search terms and phrases.
Creating content gives you the ability to build trust with your target audience and drive more traffic to your website. Your ideal client will often go to Google to search for answers to their questions about your business or industry. If your content ranks well and answers their questions or solves their problems, you will drive new traffic to your website and build trust with your ideal clients.
Creating content is an excellent way to earn backlinks – links on other websites that refer people back to your website. When Google sees that other, credible sites are linking to your website, it boosts your online credibility and ranking.
Some great ways to earn backlinks are by:
- Guest blogging or guest posting on other industry-related websites.
- Publishing videos to YouTube and Facebook.
- Sharing helpful, original infographics to social media.
- Getting an interview on an industry-related podcast or news site.
- Answering questions on related forums.
There are lots of different ways that you can build your repertoire of credible backlinks. Creating and sharing valuable content is one of the best ways to do that.
Claim Directory Listings
Directories are another one of the best and fastest ways to build credible backlinks online. Start by claiming your business listing on Google. From there, make sure that you claim your business on other key directories and websites like:
- Facebook and other social media
- Other industry-related directories
Make sure that your address, business name and contact information are correct on any and all directories. Similar to creating content and establishing other backlinks, search engines use your directory and listing information to validate your business. Establishing relevant, credible directory listings you have online will boost your rank on Google and other search engines.
Manage Your Reputation
Let’s say you have a high-caliber content marketing campaign, 50 directory listings, hundreds of strong backlinks and are ranking on the first page multiple times for all of your long-tail keywords. If you don’t have a positive online reputation, you are losing tons of traffic, new leads and new clients.
Your business could occupy 80% of all listings on the first page of Google, but if your ideal clients see:
- Fewer reviews than your competitors.
- Too many negative reviews on your page.
- No reviews at all.
They are going to skip you and call one of your competitors. Your online reputation is one of the first and last things that your prospective clients look at before they decide to contact your business. In a few seconds of skimming your reviews on Google, Yelp and Facebook, they have all of the social proof they need to make an informed decision.
Some platforms don’t allow you to reach out to your previous, happy clients for reviews, but Google is not one of them. Encourage your satisfied clients to leave reviews on your Google, Facebook page and any other relevant directories.
Put Video on Your Website
Video is the fastest-growing and most widely consumed and shared form of media on the internet. This tells us that modern customers and clients prefer to entertain and educate themselves with video over every other medium on the internet.
Videos are the ideal way to engage your audience and encourage them to take action. They give you an audio and visual way to personally introduce yourself to your ideal audience and future clients. Establish yourself as an expert, build trust with your ideal clients and encourage them to contact you.
With that information, we are seeing that website pages with video on them are more likely to rank higher on Google than pages that don’t. Create videos that are entertaining, engaging and relevant to the corresponding pages of your website.
Use Internal Linking
Internal linking describes the process of using pages of your website to link internally to other, relevant pages of your website. Like backlinking and content creation, this is another great way to boost your SEO. Internal linking keeps your ideal audience on your website longer. This indicates to search engines that your website visitors are finding your website useful, resulting in them boosting your organic ranking.
Make Sure Your Website is Easy to Navigate and Runs Smoothly
Over time, you are going to create, modify and reorganize the pages of your website. When you move pages or change the names or links to them, you can create 404 errors on your website. These lead clients down a trail of broken links and pages that don’t exist. If your client gets to a 404 error page, there is a high likelihood that they will leave your website.
Make sure that you regularly scan your website. This will allow you to update and fix broken links and pages that are no longer in use. Also, you should be testing your website regularly to make sure that your pages are loading quickly, performing well and looking nice on mobile devices.
Having a well-executed SEO strategy is one of the most effective ways to target your ideal clientele. Ready to learn more about how we make this easy for you? Get started here!