5 Tips for Organic Search Growth Marketing and Why It's GOLD
As an executive at a fast-scaling company, you’re constantly looking for ways to grow more...
SEO is not just keywords and on-site optimization and content marketing isn’t about throwing tons of content you write at the internet wall and hoping something sticks. Instead, you need to be smart and methodical about combining SEO and content strategy to maximize revenue results from these channels and then layer on additional marketing tactics such as distribution, conversion optimization and A/B testing to skyrocket your results even further.
This is what we do at First Page.
Our approach to inbound marketing through SEO and content is all about growth — without (or in addition to!) expensive paid search ads. Your brand needs to invest in the long-term wealth of your business by investing in SEO and content marketing, so that when you shut off or reduce spend on paid search ads, your traffic/leads/revenue pipeline doesn’t turn off. We achieve this for our clients with a complex, layered approach that we call our Revenue Growth Engines.
To achieve growth results from SEO and Content, you need to create strategic, SEO-driven content, selecting the most valuable “priority keywords,” and matching them directly to key pieces of your content strategy.
With every First Page-backed Revenue Acceleration Plan, we focus on creating content with high-converting keywords, not just keywords with a high search volume. We approach keyword strategy from a comprehensive conversion-focused perspective by taking your most important "priority keywords," and matching these directly to key pieces of a content strategy — your customer persona, the buyer's journey for this persona, and the search intent for each stage and persona. This complex approach helps us understand how to solve the problems for every customer at every purchase and search intent stage, so we can create content that is optimized for both search and conversion.
This is exactly how we create a content SEO strategy for our clients:
We build out your target buyer persona (often there are more than one, but we start with a key focus persona and discover what their challenges are, where they go online, who they trust, and how they talk to each other).
We map the persona to a buyer’s journey to each stage of the marketing funnel -- top (TOFU), middle (MOFU) and bottom (BOFU)
We map your product(s) and offerings to every stage of the journey, so we know where to drive visitors to for conversion.
We identify search intent and pain points for the persona at each stage.
As a team, we generate content ideas that address the pain points and intent paths we’ve outlined.
We look for high purchase-intent keywords to include within the content we plan to develop.
We create a list of CTAs to place within each piece of content, so that when content is visited from online prospects — your product is there to convert users ready to move from MOFU to BOFU (or we share additional content for users ready to convert from TOFU to MOFU)
We sit back and watch prospects come in via search and convert to leads and customers, month-over-month, without any additional spend past the initial investment. *mic drop*
Once we’ve identified your head and long-tail keywords that are focused on conversion and mapped to personas, buyer’s journeys, intent paths and pain points, we get to work on the next steps in moving your brand toward exponential revenue growth from organic search. These steps include:
We’ll take each of your priority keywords and assign a landing page or pillar page. Landing pages tend to be more product/conversion focused, and pillar pages are more informational. These pages will then be optimized, not just for that keyword, but for search intent and user experience. That way we know that we’re getting your potential customers the content they’re looking for, the content that’s most likely to convert, delivered in a way that makes conversion easy.
Each one of your priority keywords will have a list of related keywords that will also be used to optimize content. These are “long-tail keywords” that fit in the same search intent bucket as the priority keyword. Long-tail keyword lists could include anywhere from 50-300 keywords for each priority keyword. Long-tail keywords are where there is usually a ton of untapped potential — there are way more long-tail keyword variations than head keywords. So you have to think beyond a simple search. Some of these keyword variations may be low volume, but have high purchase intent. We weed through those that offer only high volume to find the most effective keywords for your personas. It's about conversion and revenue for us, not just about driving traffic.
Once we have your priority keywords, we build up your audience with supporting keywords that will reach them at every stage of the sales funnel — top, middle and bottom. That way, we hit every search intent, from consideration to decision-making and beyond. This more comprehensive approach ensures that quality leads aren’t lost along the way, or ignored in favor of those at the bottom of the funnel. We work to snag them early, and keep them moving through the funnel toward conversion.
Create extensive keyword lists through brainstorming content for personas/journey/intent, competitor research, and existing keyword rankings.
Organize keywords into different "intent buckets" that speak to WHY the searcher is using that keyword and what information they're looking for.
Look not just at high-volume keywords, but also at related "long-tail" keywords with lower volume searches per month but have higher conversion intent and less competition.
Expand research beyond keywords by looking at the questions people ask around a given topic. These questions may not have high search volume, but they can direct us towards challenges for our customers and further help us target converting searches.
Optimize and build content around the different search intents we've identified. For some keywords, this may just involve revisions to a landing page. For others, it will involve new landing pages or blog content.
Use schema / structured data, image alt text, heading tags, video, tables, bulleted lists, and other tools to help our pages not just rank, but appear for "People Also Ask," featured snippets, video listings, and other enhanced features in Google that get more attention.
Develop an effective promotion plan around landing pages to ensure we're getting links and mentions for the content we want to rank.