The Benefits of Diving Deeper

Double exposure of businessman hand showing search engine optimization SEO as concept

21 / July 2016,

The Benefits of Diving Deeper

Your SEO success stems in large part from the research you develop before you begin. The right keyword phrases, woven seamlessly into the right content, can make the difference in not only generating more traffic for your website, but in getting conversions as well. This isn’t a simple matter of plugging in relevant phrases and writing around them. Your approach to SEO needs to go deeper. A process of researching, testing, and developing your content strategy over time will help you not only create more traffic, but drive more conversions as well.

How to Research Keywords

Your SEO research should begin with brainstorming. Develop phrases that describe your business, your industry, and your local indicators. From here, you start looking into similar phrases, both through keyword research tools and general search engine plug-ins of the terms you come up with. You should create a robust set of options to use before you begin the process of identifying which ones will work the best for optimizing your content.

That process itself begins by identifying the number of searches over time for each term, as well as the level of competition in your market. Each of these plays a role in what you want to achieve. If no one is searching based on a term you develop, it may not be as valuable a search as one with more activity surrounding it. On the other hand, if you have high competition for your search, reaching the top of the rankings for that term will be difficult.Still, low search volume may not be a bad thing, particularly for secondary keyword phrases in your content. Ranking high for several lower-volume searches can help you build your reputation scores with the search engines. Further, getting to the top can yield tremendous benefits if a term’s search volume increases over time.

Use Long Tails to Grow

Your research and your content strategy should not depend solely on short phrases. Several key benefits arise from developing long-tailed phrases that support your business. One of the most obvious is that these tend to carry lower competition for you than shorter phrases. Someone searching for “Albuquerque chiropractic” may turn up dozens of companies optimizing around that phrase, where “Benefits of Albuquerque chiropractic for overall health” has far fewer. The fewer competitors you need to push past, the more quickly your results will improve.In addition, the search engines function to try to get consumers to as precise a result for their needs as possible. Long-tailed keyword phrases deliver more specificity within your content.long tail keywords

You are leading traffic from searchers who have a better idea of what they want or need. Thus,people searching for a more descriptive and specific search term phrase are more likely to become customers when they find what they are looking for. This helps improve your return on investment for your SEO content, and leads more directly to increased revenue for your company.

Finally, long-tailed keywords can work as a tremendous supplement to your shorter phrases.Too many businesses take an either-or approach to Internet marketing: short or long phrases, SEO or PPC, static web pages or blogs. A full content marketing strategy should include elements of each of these. Not only do they feed off of each other, but they also give you more data to study in determining what gives you the most impact for your marketing dollars.

Content marketing is never done; you should continue to evolve and develop over time to ensure you are doing the most to elevate your company to where you want it to be.

Layer Your Content Marketing Strategy

Depth in your content marketing moves beyond just research and follow through. The content itself should take a multivariate approach that increases your reach for customers. You should layer your content with different types of information: specific to your business, specific to your industry, and relating what you do to the world around you. You should create posts and copy that relate on local, regional, and global levels for those who have an interest in larger themes and trends in what you do.

This kind of layering helps you achieve breadth to bring in people looking for many different kinds of information online. Besides layering out, though, you need to drill down for more. You might, for example, create a series of posts on a given topic that shows your expertise in that area. A single blog post, after all, only covers so much. You can start with an overview, then develop several more posts that give details on a subject of interest to your readers. This gives several pieces of content that search engines can index, but also demonstrates an increased level of expertise that can set you apart in the minds of your current and potential customers.

Covering the same or similar topics in multiple posts requires a deft touch, of course. You do not want to conflate drilling deeper with mere repetitiveness. The stronger approach uses prior pieces as a springboard into fresher, more in-depth takes on what you have covered, and leads your readers down a path through which they can both learn more and grow to trust you more as a source of valuable experience and information on the topics you discuss. When your content builds over time, both the amount of basic information and the detail of each subject on which you write should increase.

Getting the Most from Your Content Marketing

Today, almost every company has a website that includes the basics of who they are and what they do. For you to set yourself apart, your content marketing strategy needs to reach levels your competitors do not. Study what others in your industry and in your region do, but then turn your focus inward. You are in business to provide something that your competitors do not;when your Content Marketing reflects this to your customers, you set yourself up for success.