There are many goals that you will make when you set out to tackle your online marketing efforts. Creating an attractive and informative website, a frequently updated blog, and active social media accounts are all a major part of what makes up a successful online presence. But the main goal for the online efforts of your business should be centered on ranking highly on the Google search engine results pages (SERP). Keep reading for an explanation of why that is and how you can go about accomplishing just that.
Without a high Google ranking, the odds of your page being discovered by anyone who isn’t specifically looking for it are slim to none. Of course those who go online and Google your actual business name may find your website or blog, but those who Google a keyword phrase relating to what your business does will instead find your competitors. Ranking high on a Google SERP is the number one best way to draw in new potential consumers to your website or blog.
So you may be wondering how to best go about accomplishing this goal. First things first: develop a keyword strategy. Before you can begin ranking highly for keyword phrases that matter to your business, you need to determine what those keywords are. You should create a detailed target buyer persona for each of your target consumers. From that, you should be able to determine what keywords you need to target based on what your target buyers will be searching for online.
For example, if you own a lawn care company in Orlando, the likelihood of someone finding your business when they Google “lawn care Orlando” is extremely rare. Every other lawn care company in Orlando and the surrounding areas will be targeting that exact phrase. However, if you’ve done your research and determined that your target buyers often Google “how do I get rid of weeds”, “why is my grass dying” or “bi-weekly lawn service in Orlando”, then you can instead begin targeting those phrases.
The great thing about phrases such as the ones above are that they are much less competitive than “lawn care Orlando”. If you target these keyword phrases in a couple of blog posts, use the keywords in your website when it makes sense, and update your social media pages with these phrases, then you will begin to climb the Google ranks. When someone goes online to Google “how do I get rid of weeds”, your blog article answering that question will be one of the first things they see.
Even though this type of marketing might not result in an immediate sale, it does something else for your business. These types of informative articles begin to establish your business as an authority in your industry. If you publish three blogs each week focused on answering questions that you know your target consumers have, then online viewers will begin to rely on you for that information. They will begin to come back weekly to see what you’ve posted. They may share your articles with friends and family that share a similar interest or are dealing with a common issue.
When these same people decide that they need to bring in a professional to help with their lawn care, your business will be top of mind. Since they are familiar with your company and the articles you are consistently pushing out, you will be the natural choice. This is the idea behind inbound marketing, and it results in highly qualified leads every time.
So while there are many, many things you can do for your business online, creating quality, targeted content that will help your website and blog reach the top of the Google SERPs is the number one thing you should focus on. The higher you rank on Google for a variety of online search terms, the better it is for your business. To read more on this topic, download our free eBook "How to Rank #1 on Google".