We’re heading into an era of digital everything. The business world has experienced radical changes over the past few years, from marketing strategies to the automation of the company’s fundamental processes.
The current Corona pandemic is only proof that society will eventually depend on a virtual existence. From education to corporate management, all interactions and responsibilities are being transferred online. Now more than ever, this ideology is being tested and pushed to newer boundaries.
Where do you stand today?
All brands must now consider offering a variety of online options, from services to products. Standing out from other businesses in the same industry and surviving the influx of competition has never been more crucial for success.
And it’s only going to get harder. Innovative technology, changing search algorithms, and altering consumer demands are merging to create a complex mix of elements. And to put the cherry on top of the pie, Forbes and HuffPost claim that 90% of e-commerce start-ups end in failure within the first 120 days.
The intent here is not to push you to the point of despair. It’s merely to acknowledge that you’ll need to implement key strategies to help establish an online store that stays profitable year after year.
More importantly, maintaining a robust digital presence should be on top of your list. And for this, you need to invest in SEO, sooner rather than later.
Defining your SEO goals
Whether you decide to hire personnel for in-house services or an agency to accomplish this feat, you need to have a clear vision of what you want to achieve.
Only when you align your goals with an effective digital campaign will you be able to remain on track. But remember to look into several local SEO specialists to compare their strategies.
For example, in Orlando, SEO services are offered by many agencies. However, a good fit for you will be someone who bring the best of the both worlds.
The company that acts like one stop solution should be your choice. It sounds amazing to find a variety of digital marketing solutions, including link building, web design, and much more under one roof
So what SEO goals should you define before going for or booking an SEO consultation?
There are several things that you need to focus on. But I like to keep things simple. My advice is to concentrate on only a couple of aspects of SEO and perfect them before moving onto more complex ideas. So instead of piling your SEO plate until it’s overflowing, limit your attention to only the most important ones first.
Here are three of the goals that every business should consider above everything else:
1. Expanding brand awareness
In the virtual landscape, there’s a vast amount of information. Your name could simply get lost in the crowd. So how do you plan to make the business show up in search results and increase visibility within the targeted niche?
The focus should be on creating awareness about your brand. Not only does the target audience need to know about the name, but also additional services that it can provide. And that comes with increasing brand visibility. The more aware and informed people are about what your brand has to offer, the more they’ll recognize and remember it.
Devise a plan of action to increase organic search exposure. You’ll need a mix of suitable keywords, branded and non-branded, that are specific to your core business. Your site should also present a good, accessible link structure. High-quality links not only legitimize the brand but are an essential indicator of the value of the website.
Pro-tip: It’s not only about reaching people who are in search of relevant information. Your goal should also include a strategy to bring new prospects to your website. Collaborating on-site and off-site SEO activities can help reach out to consumers who were never aware of the brand’s services. Don’t overlook the importance of advertising and influencer marketing as well.
2. Increasing traffic to the website
Remember, it’s not enough for your business to be found. You’re going to have to leverage the brand. So you need a comprehensive SEO approach for your brand. There are multiple ways to drive traffic to your site, from long-tail keywords to social media posts to email marketing. Which ones are the most suitable for your business?
Traffic equates to relevance. Individuals are in search of one thing or another. If they do not find the answers on your website, they will go elsewhere. So begin by identifying questions and topics that people are asking about similar products and services. By recognizing the requirements of the target audience, you can reduce the bounce rate.
Create valuable, captivating, and timely content so that consumers continue to interact with your brand. Valuable and interesting content not only boosts the click-through rate, but it also allows the target audience to stay on the website longer. As the level of engagement increases, so too will the opportunity for future conversations and transactions.
Your goals should also include which platforms you intend to utilize. Select ones that your consumers prefer to use as well as techniques that will optimize content for sharing.
Pro-tip: Traffic is an essential part of the business equation. No matter what objectives are, there should be a solid plan to monitor, track, and analyze the relevant metrics. With a more in-depth insight into the effectiveness of your ideas, you will have the ability to identify any shortcomings of the strategies. A successful business is one that has a flexible approach so that there is always room for improvement.
3. Managing online reputation
Every company has some plan in place that will help to increase sales. But one perspective that is often underestimated is the importance of online reputation. According to webfx.com, 80% of consumers say they change their minds about a product based on online reviews. Needless to say, online reputation has a significant impact on the company’s sales.
And since nearly 25% of the company’s market value comes directly from its reputation, you’ll need to design unique strategies to protect and improve your online footprint.
Online reputation is a very fragile aspect of the brand, so you need to set up ways to protect your brand. Unfortunately, mistakes are either magnified or stick around to haunt the business months or years later. But because SEO can help shift consumer perspectives, you need to set up goals to build a concrete brand reputation.
Pro-tip: Aim at implementing techniques that build trust. When customers begin to rely on your business as a solution to their problems, they will turn to your brand over and over again. And when consumer satisfaction fosters raving reviews, you’re bound to reap exponential rewards. Research shows that consumers trust online reviews 12 times more than product descriptions. It looks like a win-win situation.
Just like all other plans, identify crucial goals from the get-go to help the business meet its objectives better. But remember, this is not a job that you can do by yourself. And there is no one-size-fits-all solution.
So you’ll need to work together with a team of competent members that have in-depth knowledge and proficient SEO skills. Selecting the correct objectives before developing a strategy can save time, money, and other resources.
Sound SEO strategies can positively impact your business. And you cannot afford to let mediocre efforts limit online visibility, hamper sales and growth, increase bounce rate, lower rankings, or diminish ROI.
So whatever your aims are, create an online presence for your brand that’s hard to ignore.