As I am and my team at Results Communications & Research, a Greater Boston SEO Company, have observed and demonstrated, succeeding at SEO goes far beyond incorporating high-volume search terms (keywords) that are the synonyms, or the exact phrases your organization employs in your digital content, for your various products and services.
Regardless of the nature of your organization, if you want to be found on Google, i.e., rank well in organic search engine results, you need to metaphorically borrow your clients’ boots and sneakers, and walk in their shoes. Why? Because often target audience members don’t enter the common/standard term for a particular product or service that you offer into a search engine like Google, including ones that your organization uses on your website or in other digital marketing materials or activities. Instead, they search for insight on how to solve a problem — whether it be a consumer/personal problem or a business one.
Let’s say you offer nutrition services that provide a number of benefits and support a number of positive outcomes and goal achievements, including helping individuals lose weight or have more energy. Your target audiences may not search on terms like “nutritionist near me” to find you. Instead, they may be putting terms like “how to lose weight” or “how to have more energy” into a search engine, such as Google.
How to Be Viewed As Part of the Solution, Not The Problem!
As an SEO agency that has been helping clients move the SEO needle since 2014, we suggest you adhere to the following game plan to support being found in Google and other search engines for the solutions and benefits you offer:
- gather a cross-sectional group of individuals who interact with customers or prospective customers on a regular basis, such as customer service representatives, account managers, salespeople, and marketing staff to brainstorm and document what your customers’ pain points are:
- what ongoing challenges do they face in their daily life or in their professional life/business role that purchasing your product or engaging you for your service can help address or eliminate, or reduce the impact of?
- what problems or solutions to problems are current or prospective clients searching on, e.g., how to improve project tracking, how to maximize my marketing budget, how to keep ice dams from forming on my roof, help for anxiety, best way to create a cohesive team. You get the picture. If you can’t gather a team — even via a video chat or conference call, consider creating an online survey to gather team members’ feedback — something we can help you with. Regardless of how you gather the info., you may want to share our “Defining Your Differentiator with Detail” blog post with individuals from whom you welcome insights. It may spark some great ideas about your target audience’s pain points and how you lessen and erase your clients’ discomforts.
- using the list resulting from the above brainstorm activity, use a keyword planner tool or engage an SEO expert to conduct keyword research for you, to:
- determine which of the phrases/search terms you and your team identified are being entered most in search engines by your target audiences
- identify high-volume (frequently used) phrases/search terms that are similar to the ones your team identified, but different from them, and therefore, additions to your list
- begin employing the terms that your keyword research reveals are the most frequently used ones (as long as you believe they are relevant to both the solutions to problems you offer and clients are searching on) in:
- social media posts, profiles and hashtags
- website content and behind-the-scene tags, known as meta tags
- other digital and traditional marketing materials and activities to support your sales proposition and reinforce value
Need help executing the SEO game plan outlined above? We’re here to help with any of your SEO challenges, so please reach out!