Building your company brand can be an exhausting task. You have a product, idea and market. Now, you have to figure out how you want to represent yourself and become known to the wider public. You may be asking, “How do I attract people?” You could use pay-per-click (PPC) ads, social media ad campaigns and programmatic advertisements on Pandora or Spotify. But, why not try something for free, such as organic search results? First, you need to understand that the best way to get recognized for organic search is through content. Be sure to check out our San Diego SEO page for more information about the services we offer.
How to Grow Your Brand Awareness
Use Google AdWords and other tools to look up your target keywords. These are words and phrases that you will place in your content to solve your customers' issues. With your keywords selected, turn your attention towards content creation. Content - such as blogs, guides, and case studies - helps your keywords rank on search engines like Google.
An important part of gaining exposure through organic search is through search engine optimization (SEO). Create a list of keywords and phrases that address your customers’ challenges. These keywords should be based on your company and information that your future visitors may be searching for in Google.
Think about the pool example from our first blog in this series about buyer persona's. A pool repair company looking to attract customers may focus on the following keywords:
- Pool repairs.
- Pool repairs in San Diego.
- How to fix my pool.
- How to fix my pool on a budget.
"Pool Repairs," is a short keyword that may generate high volume searches, which means there is strong competition around them, which may attract unwanted customers!
Try using a combination of both short and long-tail keywords. For example, “how to fix my pool” may be a person trying to figure out how to manually fix their pool without the help of a service company. On the other hand, “how to fix my pool on a budget” may be a better search term for someone who is looking for company labor at an affordable price.
Long-tail keywords typically have a smaller amount of monthly searches, but many are geared toward a majority of customers that are interested in your specific services. Is it better to have 100 people notice you and walk away, or a few people click through to your site and convert to leads?
Now, you are probably wondering about how you get keywords ranked by Google? The answer is content. Making sure that you plan out your content is crucial. Take time with your team developing content for each persona. Here are a few ideas that you can think about:
- Social Media
- White Papers
- Case Studies
Do not limit yourself to these. Get creative and try other ideas, just make sure you know what part of the journey they are for. Be sure to also check out our How To Blog guide for more ideas.
Now that you have an idea of how SEO and content can help your website, sit down with your team and plan things out. Create an excel sheet of keywords and track them in Google Adwords to check the volume. Also, try to plan your content months in advance. It keeps things fast, easy and keeps the ball rolling so you're always ready. If you are still stuck, we offer free marketing consultations that can help you out. Be sure to download our full guide below.
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