Building your company brand can be a exhausting task. You have a product, idea and market. Now you have to figure out how you want to represent yourself and get known to the public. You may be asking, “How do I attract people?” You could use pay-per-click (PPC) ads, social media ad campaigns and programmatic advertisements on Pandora or Spotify, but why not try something for free, such as organic search results? First, you need to understand that the best way to get recognized for organic search is through content. Be sure to check out our San Diego SEO page for more information about services we offer.
An important part of gaining exposure through organic search is through search engine optimization (SEO). Create a list of keywords and phrases that address your customers’ challenges. These keywords should be based on your company and information that your future visitors may be searching for in Google.
Think about the pool example from our first blog in this series about buyer persona's. A pool repair company looking to attract customers may focus on the following keywords:
"Pool Repairs," is a short keyword that may generate high volume searches, which means there is strong competition around them, which may attract unwanted customers!
Try using a combination of both short and long-tail keywords. For example, “how to fix my pool” may be a person trying to figure out how to manually fix their pool without the help of a service company. On the other hand, “how to fix my pool on a budget” may be a better search term for someone who is looking for company labor at an affordable price.
Long-tail keywords typically have a smaller amount of monthly searches, but many are geared toward a majority of customers that are interested in your specific services. Is it better to have 100 people notice you and walk away, or a few people click through to your site and convert to leads?
Now, you are probably wondering about how you get keywords ranked by Google? The answer is content. Making sure that you plan out your content is crucial. Take time with your team developing content for each persona. Here are a few ideas that you can think about:
Do not limit yourself to these. Get creative and try other ideas, just make sure you know what part of the journey they are for. Be sure to also check out our How To Blog guide for more ideas.
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