SEO Strategy: Thinking Outside the Box
Posted 27 September 2013
A good SEO strategy will result in more site traffic, greater profile and ultimately higher turnover. However, within a long-term SEO strategy there needs to be a willingness to think outside the box from time to time…
A traditional, effective SEO strategy will incorporate features such as keyword research, on-site and off-site optimisation, link building, social media profiles and producing original content. However, within this framework the most successful companies often find innovative ways to increase search engine traffic and continue to grow their audience.
Here are 4 ideas that might give your SEO strategy a much-needed boost:
1. Long-Tail Keywords
Keywords are a fundamental aspect of SEO. Identifying the right keywords is essential if you’re going to connect your website with people who are searching for companies like yours.
The best businesses understand their position in the market and adapt their keyword research accordingly. Those companies that have industry-leading traffic and reputation are able to target the most popular, high-traffic keywords. Whilst these are also the most competitive, their profile ensures that they nevertheless feature highly on the search engine results pages. Similarly, effective start-ups and smaller companies acknowledge where they stand in the market and target less competitive keywords that will enable them to connect with new customers.
However, whatever the size of your business, identifying long-tail keywords is a creative way to broaden your SEO strategy. A long-tail keyword tends to be much longer than a regular keyword, and usually relates to a very specific result. However, whilst there may only be a handful of searches for that term each month, if you do your research then it’s very likely that your conversion rate for that term will be very high.
Whilst SEO strategies tend to be long-term in their thinking, variety is a great way to pick up short-term spikes in traffic and connect with new customers.
An example of this would be a social media competition which asks participants to share a photo or link in order to enter. This allows you to advertise your product, give something back to your customers and identify new people who may be interested in what you provide. It’s also a great way to increase the volume of traffic heading to your website.
We all know that organic, original content is the best way to approach SEO. There are few things more cringe-inducing than seeing keyword-stuffed articles that are written solely for search engines. However, often this approach requires a change in tone.
Ultimately SEO is about connecting with people. This requires you to understand what people are experiencing and connect this to your business. Taking a more sideways-on approach – in your marketing, content and themes – will help to build trust and engage with your audience in a new way.
4. Piggy-Backing Current Affairs
The media’s role is to broadcast news and events that are of interest to people. If you’re able to piggy-back on current affairs, you’ll achieve several goals. You’ll show that you’re in touch with what’s happening in the world. You’ll offer an opinion and perspective that will build rapport with your customers. You’ll be able to shape your content around things that are already engaging people’s interest. And, of course, you’ll pick up more traffic from the search engines.
Looking to improve your SEO strategy? Why not try thinking outside the box?