Let it be noted that I wanted to name this article, “What You Need to Know About SEO,” but in the spirit of this post, I refrained. That’s because one of the foundations of SEO, which I’ll explain in the first section of this post, is to know your audience.
Know Thy Audience
While SEO is technical, it also requires a good deal of psychology. When crafting content for websites, AdWords campaigns and blog content, it’s essential to understand what your target audience needs from your company or organization. You must understand user intent. When you search for information on Google, you’re choosing specific terms and phrases that you believe will lead you to the information you need. For example, people are more likely to search for “SEO tips” than “What You Need to Know About SEO.” SEOs who’ve done their homework (read: extensive keyword research) know what keywords and long tail phrases their target audience is using when searching on Google. Google Trends is a useful, free tool to determine the popularity of certain phrases and words over time.
Live, Love and Breathe Keyword Research
Understanding your audience’s search behavior is part of the battle, but it won’t win you the war. Without ample research, assumptions can be made about what phrases your audience is using when searching. For example, one of our clients is a cold pressed juice company and we found that there was a notable difference in the search volume for ‘cold pressed juice’ versus ‘cold pressed juices.’ This small, simple difference can alter the way in which you implement what you’ve learned about your audience. This is a granular example, but it portrays the intricacies and importance of proper keyword research. You can find examples of our favorite keyword research and SEO tools here: Organik SEO tools.
Optimizing website content involves a number of elements that go beyond revising title tags and meta descriptions. SEOs know that successful on-page optimization involves structuring the navigation for improved search, updating headers throughout the site and ensuring that images are sized properly. And that’s just a small part of what effective on-page involves. It’s also essential to work with a content professional and UX pros to create great content and test the site.
Great SEOs Don’t Silo Themselves
SEOs might be able to create content that includes keywords that will attract their target audience, but they also need a writer’s touch to make sure the content on the site is appealing and helpful to readers. That’s why Organik SEO’s SEO team works hand-in-hand with our editorial department when creating content for websites. We also ensure that we work with our UX (User Experience) pros to test the effectiveness of the site. This often includes driving traffic via a PPC (Pay Per Click) campaign to certain landing pages to see how users are navigating through the page. Do they try to click on portions of the page that aren’t buttons? Should the page contain buttons? What colors should those buttons be? Is there a call to action on the page? All of these elements should be tested.
If you found this information helpful, be sure to check out our post “Social and SEO: How They Intersect and What You Need to Know.” Organik SEO is passionate about helping businesses grow by tapping into the power of social media and SEO. To discuss how we can help you grow your business, contact us today!