1. Web Content Extrapolated to other Business Collateral
New web content is created as part of your SEO strategy to help you rank. You decide to also use this content as a landing page. And in pitch materials. And in social media posts…
You need valuable content on your website if you want to pump fresh blood into your SEO. To get your core pages ranking well in search results, they need to be well-written and informative. To further boost these core pages, your website needs supporting content that you can internally link to them. This supporting content often comes in the form of blog posts, but it can be any section of a website where additional content is published, like portfolio pages or resource pages.
Though all this content is created as part of your SEO content strategy, you now have collateral you can use for other purposes:
A new service page on your website is now informational collateral to send to potential clients if they say they need written details
That same service page is now also a landing page you can use in your PPC campaigns
That blog post you published and linked to your services page also becomes subject matter expertise you can use in proposals and client pitches
And you also get to publish that blog post across all your social media profiles, keeping your followers engaged
These benefits are just the beginning. When you pursue SEO, you’re also pursuing a brand, social media, and content strategy that impacts every corner of your business.
2. Passive PR
All that content you create to boost your SEO starts to rank, and it’s not just clients and customers seeing your site in search results – journalists are seeing it, too.
About 6 months into your SEO strategy, you should start to see noticeable movement in your rankings. More eyeballs are seeing your site in search results, users are clicking through to your website, people are engaged and making valuable conversions, and your SEO strategy is doing exactly what you intended it to do. But there’s another interesting side effect to all this – journalists that need expert opinions from professionals in your field are seeing your site, too. If they’re writing a piece about a topic related to your industry, there’s a strong chance they’ll contact you for your expert opinion.
This is known as passive PR. Many companies pay good money to have a PR agency get their name mentioned in industry publications, but with passive PR, journalists see your name or company in search results and come to you instead. They see that interesting article you wrote about malpractice insurance, or personal styling, or whatever your niche is, and they regard you as a specialist worth interviewing. In addition to getting your name and company’s name in the press, you may also receive a backlink, which will further help your SEO.
If you’re a savvy interviewee, you’ll build on your relationship from that first interaction with the journalist, and they’ll return to your expertise for their next article about your industry. This is the holy grail of passive PR, and it’s all because of your SEO efforts.
3. A Better Website Experience for Users
Search engines aren’t going to rank a shoddy website, so your SEO strategy will include UX, speed, and usability improvements. Now users enjoy being on your website and can quickly do what they came there to do – create valuable conversions.
To rank well in search results, your website must be deemed worthy of ranking well. There are many, many factors that impact this, like website speed, navigation, and site functionality, and any SEO who knows what they’re doing will address these areas.
But speeding up your website, implementing intuitive navigation, and making sure site elements function correctly will do more than help your SEO; it will deliver a better experience for users on your website. According to the Nielsen Norman Group,
Users often leave Web pages in 10–20 seconds, but pages with a clear value proposition can hold people’s attention for much longer. To gain several minutes of user attention, you must clearly communicate your value proposition within 10 seconds.
When your site has improved UX, speed, and usability, users will stay longer. The longer they stay, the better chance they have at completing an action you want them to. A good SEO will ensure that the site is optimized to deliver an experience that helps you rank well in search AND encourages users to convert.
If you are interested to learn more about what SEO can do for your small or mid-sized business, please contact us for a free consultation.