Wax On/Wax Off: Now Let's Talk About Brand Building Through On-Page SEO
This morning I wrote in a little more detail about Off Page SEO. Now it's time to turn to how you can use On Page SEO to build your brand and social presence. We all want to be seen by organizations who look for guides to help them navigate a business problem. Those companies are the hero of our business story, business solution, and we want them to hear the stories of how we helped other clients to be heroes. To be successful in creating a winning SEO strategy, you need to master both On Page SEO and your social signals. Keywords are a major part of On Page SEO, as these will be what your target audience searches for in Google. Social signals show your target market you’re authentic through the social following you have, and the content you publish on these channels. Let’s look at the strategies for both.
On Page SEO: Keywords
Keywords are a crucial part to successful SEO On Page strategy. The keywords you include in your website will help inform Google to match you to queries input by customers who search for information. A valuable lesson I learned early on, that most of you know as well is that most searches are questions about how to learn more or about how to find education on topics. This is a really important part of optimization is to find an advisory group of likely customers and ask them what they would search for and tweak your keywords accordingly. You can use tools like Moz to assist you in maintaining SEO optimization and measuring results of your work, and another good tool is Yoast.
How to Choose Keywords: Searcher Intent:
On Page SEO requires knowing what keywords to include and which ones not to include. Unfortunately, many people guess what their potential audience are searching for rather than researching searcher intent. That is one of the reasons I use an advisory board of likely customers. Those folks don't have an intimate knowledge of my business and sometimes we assume a customer knows more than they do when we plan those key terms. So maybe we assume they understand what pen testing is or what red teaming is, and only factor in that their search question would be "how do I conduct a pen test?" rather than "are there any tests that can be done on my system to find weak areas that may be victim to cyber attack." Think like your customer would think.
Another good way of researching searcher intent is to try out Google AdWords Keyword Planner. This tool allows you to enter a generic keyword and see what people are searching for around that specific keyword. Maybe a search for car repair reveals that people are looking for a specific type of repair on a luxury car? If so, including keywords around that topic would make the most sense. Conversely, if your potential customers are looking for cheap car repairs then including keywords that are tailored with affordable repair job keywords would be more successful than a generic “Car repair” keyword. The goal is to discover what searchers want and supply this through being as relevant as possible. Don’t just guess what your visitor wants, research, research, research, and finally don't forget the voice of the customer.
Related Topic Keywords:
When it comes to your On Page strategy, using the same keywords over and over is actually not the most efficient way to maximize SEO. A more efficient approach is including related keywords that are similar to what your audience may be searching for. For example, if a car repair shop offers repairs, mentioning related topics such as road worthiness tests, car resale value or accident prevention would be related to the area of repairs. It’s important to add similar and related keywords to best serve the needs of your searchers.
Check Out the Google Quick Answer Box
Don’t forget most Google searches are in the form of a question generally wanting to learn about something or find education on a topic, which leads to another opportunity to pair content with rank and driving traffic to your website. Think of the most common questions that are associated with your business and type those into Google and you can determine whether someone has claimed a "Quick Answer Box Status." If no one has a Quick Answer Box for that question, then you can create the content for one in not too long a period of time via blog and/or new web page.
A Google Quick Answer Box looks like the one on the right I just searched for on “how do I make great chili.” Consider this opportunity as well when working on your On Page SEO. I'm going to refer you to this blog which gives some really good advice on how to improve your chance of coming up in an Answer Box. The boxes I usually see all have numbered lists, are brief, and have a cool image.
Social signals are important for so many reasons, most important of which is your brand. B2B buyers spend most of their buying journey on social media, and they want to business with people they like and trust.
Ways of boosting your social signals include:
1. Using videos and GIFs
Videos and GIFs are fantastic ways of keeping attention. They hold much more visual impact than text!
2. Be responsive to the community
Your social following will want to engage with you, so be sure to engage back.
3. Post frequently
You should post enough to be relevant but not enough to be annoying!
Who doesn’t love to win? Post a competition and watch the engagement roll in!
Call to Action
If you haven't done so already, audit your social media and website and make sure each page contain the keywords that are most important. It's a time investment worth your while.