Advancing the science of search – beyond the web
A lot of time and effort goes into SEO audits – not just the review of your site and the insights and actions required to improve your rankings – but a strategic decision on the keywords to optimise around. i.e. what you want to be famous for.
The question is whether those keywords are then applied across ALL of the tactics and content you create.
We can’t control search behaviour. When a customer is at the early stages of identifying a need and at the top of the buying funnel, they’re not searching for your company, products or solutions. All we can do is try to align generic keywords to their issues and aim for a share of searches.
Applying keywords to content
However, we certainly have control of the messages that we are putting into market and the terms that we want customers & prospects to link with our brand/products/services.
By ensuring that any white papers, case studies, videos, etc. include your chosen keywords, you not only ensure that your content will be served up by Google alongside these terms, you also align yourself with this keyword in the minds of your prospects. When they’re later searching on these keywords they will, either consciously or sub-consciously, be looking out for your company’s name in the search results.
Including keywords in marcomms tactics
This also includes adding the relevant keyword in your emails, DM, PR or other marketing communications tactics. For example, include a SEARCH FOR (INSERT KEYWORD HERE) call to action on your emails with this term supported by paid search. If you’re also optimising your web page around this term you increase the likelihood of appearing highly in the organic search results as well.
All great ideas that came out of a web roundtable discussion today and food for thought in terms of strategically thinking how to leverage the science of search BEYOND the website.