SEO, as a result of the pandemic, has become one of the most demanded services in the world of digital marketing. This is because it focuses on the organic positioning of brands, that is, it allows them to gain a positive reputation in search engines (such as Google, Bing, Youtube) without having to pay to appear in the first positions of the search results page, that is, without having to make an announcement.
Sounds great, doesn’t it, SEOis a whole field of study and it would be very ambitious to try to address everything that it involves in a blog post, that’s why on this occasion I will focus on a very important aspect for your brand to be positioned organically: the content.
I’m going to “share my screen with you” for a moment to show you the conclusion I came to after asking myself this question: How do I create compelling content for brands?
Yes! Before you go any further, ask yourself what I want to achieve by positioning my brand in search engines. I’ll share some examples with you: gain new customers, generate more sales, get more newsletter subscribers, gain more prospects.
2. Target audience
This is an indispensable step, the more you know your audience– that portion of the population that needs your product or service and may not know you yet – the more confident you will be in choosing what can and cannot be relevant and useful content.
According to Neil Patel (I agree with him), you should ask yourself these key questions to know your audience better:
- ⦁ Who are they? (age, gender, geographical region)
- What are your greatest difficulties, problems or desires?
- ⦁ Where do they find the information they need on a daily basis?
- What is the benefit of your product?
- What do you notice?
- Who do they trust?
People, when surfing the Internet, usually have three types of intentions: to get information, to surf to compare and investigate, and to make purchases(transactional). How do you accompany your audience from the moment they need information until they decide to buy? I share with you a conversion funnel that focuses on the path a user follows through his or her intentions:
3. Communication manual
What your brand can and cannot say, is your brand closer in digital media than in offline media? In addition, it is essential that you know the voice and tone of your brand, because only then will you have clarity about how to speak to your target audience.
4. Digital Ecosystem
To know what to say, you have to listen to what happens in three spaces relevant to a brand:
- ⦁ Your own space: your house, that is, your brand’s digital properties (website, application, social networks)
- ⦁ The space gained: everything that happens “outside the house” and that is directly related to the reputation of your brand. For example: search trends for your brand, comments on your brand in directories or product reviews.
- ⦁ Market: the signals we receive from abroad that have to do with the market you are in. For example: search trends of certain products or product categories in search engines.
The result of this step is to identify which issues are relevant to your audience and which also coincide with the interests of your brand.
Once you decide what to say and where, it is very important to know how well you are doing, so I share common indicators according to the conversion funnel:
I hope this information helps you to get closer to your audience and to achieve that goal you have in mind, from better positioning to growth in your sales. Don’t forget that SEO is a rough field of study and with many edges, I invite you to read also this blog entry: “The ABC’s of successful SEO strategy”.
If you need help with SEO, don’t hesitate to contact us.