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Search engine optimization (SEO) is a divisive topic among businesses. Some swear by its ability to grow revenue. Others claim it no longer provides results. So who’s right – does SEO really work or not? Itt can work, but only with the right approach.
Defining SEO
First, what exactly is search engine optimization? SEO refers to improving a website’s unpaid, organic visibility and ranking in search engines like Google and Bing. The goal is to appear higher when users search for topics relevant to your business – whether products, services, industry keywords and more.
Done right, SEO acts as a magnet driving qualified traffic to your digital real estate. But it’s not just about more eyeballs. The content should also convince visitors that your company understands and can meet their needs.
With top-of-funnel educational articles, for instance, SEO content answers informational queries instead of purely commercial ones. Unfortunately this is where many companies first go wrong – focusing on selling before informing.
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The SEO Competition Conundrum
Here’s the con argument against investing in SEO: with more companies doubling down, search engine optimization has become extremely competitive. For popular keywords, you may be vying for rankings against household brands with massive budgets.
However, while saturation exists in some niches, opportunities remain. SEO is more viable than ever. With the right niche, positioning and topically-relevant content planned in advance, you can still prevail.
The key differentiator comes down to the actual value provided to searchers. Those that offer insightful, genuinely useful content that stands apart from the competition can win with SEO.
Crafting an SEO Strategy
Where should you begin if you accept that SEO can still be effective? The first step entails researching the questions and terminology your potential customers use around solutions you offer. Survey them if possible to uncover what types of information they seek during the buyer’s journey.
Categorize these questions based on their intent – whether informational, comparison-based or transactional. Group them into top, middle and lower funnel accordingly. This forms the framework for an editorial content calendar spanning different stages.
With these insights, produce in-depth written and visual assets answering target customer queries. But resist solving the same questions as leading websites over and over. Finding your own compelling angle is crucial for rising above the noise.
I recommend identifying solution-based topics that haven’t been covered from your unique perspective. Share real stories and data demonstrating your command of the subjects searchers care about.
Distributing Valuable SEO Content
Creating remarkable SEO content is table stakes. Equally important is structuring and syndicating it to help prospects discover your brand.
Tag content with relevant keywords, noting volume and competition. Also incorporate synonymous search queries visitors use including misspellings. This ensures you appear for all variants prospects type in Google.
But avoid over-optimizing or forcing keywords unnaturally. Search engines now factor natural language and actual value to readers in rankings. So focus first on providing genuinely useful answers.
In addition to on-site optimization, get content assets placed on industry publications and forums. Contribute guest articles to trusted websites read by your target audience. The more quality referral traffic that lands on your content and traces back to your site, the better.
CRO: Completing the SEO Process
Here’s where many companies fail to seal the deal – driving SEO traffic without capturing enough conversions. The key realization is SEO alone mainly delivers awareness and interest. Converting that interest into leads and sales requires additional conversion rate optimization (CRO).
Think of SEO as fishing with a big net to capture those searching. But you still need a boat ramp to actually take them onboard.
This means ensuring your website offers clear calls-to-action across every page and content asset. Gate premium content behind lead generation forms requesting contact details in exchange for access. Use exit intent popups to capture visitors as they leave.
Most importantly, install dedicated conversion paths to guide visitors towards desired actions. Employ persuasion principles in copy, social proof in testimonials and urgency in offers. Together, these instill confidence and incentive to convert.
In addition, a strong informational blog focused on SEO best practices indirectly boosts product and service pages over time. So leverage educational content to reinforce commercial categories and offerings.
In summary, modern SEO can still deliver results but requires a concerted approach spanning research, creation, and conversion to fully capitalize on traffic. Consistently providing genuine value, building authority, and capturing interest at scale and sustainable growth through organic search is very achievable.