The Four Goals Of A Successful SEO Campaign
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Most people think of search engine optimization as a strategy for increasing sales through obtaining competitive rankings for keywords that attract a targeted audience ready to buy. While a good campaign can increase sales, it can actually accomplish a lot more than most businesses think. This article explores the four goals of a successful SEO campaign.
With billions of dollars in sales per year, the internet is a lucrative place for sellers. Attracting a targeted audience by using the same SEO keywords as searchers can lead people straight to your website at the exact moment they’re looking to buy. In fact, the more specific a keyword search, the more likely a person is to buy. For example, a person who searches for “used cars in Atlanta” is less likely to be ready to make a purchase than a person who searches for “used Volvo S40 2.4i Sedan in Atlanta.”
Building Your Brand
Branding your business using SEO is a great idea for companies of all sizes. Only large companies used to worry about branding in the past, but now small companies are also achieving high rankings specifically for branding purposes. Branding is important because people tend to make purchasing decisions based on the first brand that comes to mind.
For example, much of the commercial advertising for automakers is not to necessarily sell a certain car. It is to maintain their brand awareness so they have a consistent presence in the mind of future car buyers. When these car buyers are ready to buy a car, they often seek out the first brand that comes to their mind as being the most popular. In essence, by creating brand awareness, an automaker can increase sales over the long term. A good SEO campaign should also be structured to brand your online business.
Maintaining Your Reputation
While not always warranted, many businesses suffer from negative feedback online through forums, blogs, and other websites. When search engine optimization efforts allow this negative feedback posted online to rank in the search engine listings, it can damage your company reputation or the reputation of the products or services you sell. When negative feedback pops up during an internet search, many people will pass by your website whether the feedback was deserved or not.
For example, if a person has trouble with a certain automobile repair service and posts their experience online, people may avoid that automobile repair service after reading the feedback, even if the negative experience isn’t true. You can use search engine optimization to manage your reputation online by launching SEO campaigns that involve obtaining higher rankings for the same keyword phrases, possibly on multiple domains.
Increasing Your Traffic
Don’t confuse increasing the traffic to your website with increasing sales. Many times, it can be profitable just to increase the amount of traffic without worrying about converting visitors into sales. For example, many websites focus on generating revenue from advertisers, so a search engine optimization campaign that drives traffic from broad, less focused keywords can equal profit.
Whether you’re in Atlanta searching for a Volvo or you’re seeking a Saab in Chicago, search engine optimization can help you build your business in a number of ways.
Aaron Wittersheim writes informative articles for Whoast, a Chicago search engine optimization
agency. They help clients increase their traffic and improve their ROI through results-driven SEO. Chicago
serves as their headquarters, but they serve clients nationwide.
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