SME’s should not ignore the importance of a SEO strategy when creating a digital marketing plan. Digitally disruptive SME’s 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 thriving 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 potentially loss of revenue. Search engines consider several factors to rank webpages – one of them 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. A quality SEO keyword strategy, for instance, is a useful method to increase your websites relevancy.
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 create an implied endorsement effect for your brand.
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. SME’s might risk missing out on important traffic, when concentrating on word-of-mouth and direct marketing only.
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 competitor’s landscape brings you one step ahead towards becoming a market leader in a specific topic. Quality links and sharing of your 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 SME’s high quality traffic, which is required to leverage conversions. That means SME’s marketers need to understand customers’ intents and using 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.