SMEs should not ignore the importance of a SEO strategy when creating a digital marketing plan. Digitally disruptive SMEs are thriving, offering innovative services or products for B2B and B2C markets. However, growing the brand awareness is often done by word-of-mouth marketing or paid advertising.
A study shows that 60% of SME marketers are not investing in SEO, because they do not realise the benefits. SEO is a critical part of bringing quality traffic to the website and increasing brand awareness.
Ignoring an SEO website strategy increases the risk that you might become another unseen website on the world-wide web, meaning fewer visits and lower revenue. Search engines consider several factors when ranking webpages, but one of the main ones is relevance. A study referenced by Web Presence Solutions shows that 72% of marketers confirm that relevant content was one of the most effective SEO tactics.
It is crucial to create a content strategy for SEO [internal link: digital-marketing/strategy/] to become relevant for your target audience, and if done successfully will lead to a higher visibility in search engines and help achieve the ultimate goal of increasing revenue and market share.
SEO supports to fulfil two strategic goals
- Visibility for branding: For critical brand terms, as well as non-branded key terms that are important for your core business are essential in a SEO strategy.
- Website traffic: The search engine environment is highly competitive. SMEs might risk missing out on important traffic if they are concentrating their efforts on word-of-mouth and direct marketing only.
Meet your business goals with content strategy
A successful SEO strategy will be unique to the individual business, with extensive keyword research undertaken and an original content strategy in place. A study by Wayin shows that without interactive experiences such as personalisation, brands will not survive. It is vital to understand the customers intent and how they are searching for your product or service.
Finding your niche in the market can help establish your business a market leader in a specific topic. Quality links and sharing content is another relevant factor for search engines ranking evaluation.
One methodology for creating high-quality content is using the Hero, Hub and Hygiene model. Hero content is a blog or an article that attracts a high volume of visitors. The Hub content is based on specific interests of your audience, ensuring that the company stays visible. Hygiene content is regular content, that the target group is regularly searching for.
Following SEO guidelines provides SMEs with high quality traffic, which is required to leverage conversions. That means SME marketers need to understand customers’ intents and use advanced keyword targeting to create an optimal information architecture.
Increasing the crawlability of webpages with SEO is a crucial framework to fulfil the overall Digital Marketing goals.
If you think you would be interested in a content strategy tailored to your business goal, please contact our solutions team for a free consultation 020 3930 5378.