So, you’ve decided that generating more inbound leads is a top priority for next year’s marketing plan. And, you’ve also determined that a major focus of your efforts will be expanding your company’s visibility in the search results.
This post is the right one for you. In it, I’ll share some practical tips for getting started with organic search marketing.
Why Search Engines Exist
Some business owners mistakenly think that simply having a website will make their companies “get found’ on the search engines. Still others assume that visibility is only achieved by investing thousands in pay-per-click advertising. Such assumptions are incorrect.
To get your business found online, you must first understand why search engines exist. Let’s start with a few obvious truths. Search engines generally strive to fulfill the following goals:
- Create structure in an otherwise unstructured Internet environment
- Help searchers find exactly what they’re looking for
- Build trust and loyalty with searchers
- Earn a profit & satisfy shareholders
By achieving the first goal of structuring web content, search engines are able to present information to users in a more digestible format. In doing so, they can then create long-term synergies with consumers, which enables unique monetization opportunities (through freemium or paid services, subscription models, and advertising placements).
With all of this in mind, how does your company’s online presence help search engines achieve its goals?
The Elements of an Organic Search Strategy
So, how do you help search engines achieve their goals, thereby increasing your own visibility?
Start with a well-structured site – An old car with flat tires and a busted engine won’t take you very far down the road. Likewise, a slow, poorly crafted website won’t serve as a good foundation for your marketing efforts. Invest time to identify which content management systems provide the best mix of back-end functionality without sacrificing front-end user experience. From your standpoint, you want a site that makes it easy to publish content (without having to pay a developer all the time). From the end-user’s perspective, the site should look good on all devices (including smartphones), offer convenient menus and sitemaps, load quickly (aim for one to two seconds), and use logical URL and metadata structures.
Be helpful – What is in your brain that other people can benefit from? You likely spend much of your day educating customers. Unfortunately, a verbal conversation or an email exchange only benefits the intended recipient. By publishing your knowledge online, you’re able to magnify the impact of your expertise. In doing so, you’ll help many people at once – and improve your chances of establishing trust.
Commit to a schedule – Being helpful once is a good start. However, to maximize your online reach, you’ll need to consistently share useful information online. Of course, the more often you produce content, the more online real estate you claim. In addition, you also show search engines that your website is serious about serving its niche. By committing to a content schedule, search engines become more familiar with your site and, in return, are more likely to recommend the content you produce.
Build credibility & awareness – Producing good content is an important first step. But, it will only get you so far. You need someone to vouch for you (other than yourself). Think about the last time you interviewed for a job. You submitted your application, sent your resume, and then went through an interview. Somewhere in this process, the prospective employer likely asked for references. The same is true for your website. Search engines appreciate the effort you’ve made to build a great website and engaging content. However, they need unbiased proof that you’re credible. To foster credibility, look for ways to build organic links to your site. In addition, asking customers to leave online reviews is a worthwhile effort.
Low-Hanging Fruit
If you already have a decent website, building useful content and inbound links might be the best place to start. You can always enhance the look and feel of your site in a future iteration. However, if your website is clunky and inaccessible to your content team, you may be better served by focusing on a makeover.
Either way, look for small victories and stay committed to continuously enhancing your online presence. The search engines – and their users (your future customers) – will thank you.
link to part 2
At Insightly, we offer a CRM used by small and mid-sized businesses from a variety of verticals. Learn about Insightly’s features and plans on our pricing page or sign up for a free trial.
Matt Keener is a marketing consultant and President of Keener Marketing Solutions, LLC. Matt specializes in content marketing and strategic planning, having helped numerous Saas (software as a service) companies and other small businesses worldwide. Read more of Matt’s work, check out his book, or connect with him on Linkedin.
