Many things play into your SEO strategy — it’s far more than keywords and tags. Here are a few tricks you may have overlooked; use them wisely, and make SEO work for you.
Think local, think global
It’s effective to put together different strategies for attracting business on different scales — for example, one for Hong Kong, and one for Asia as a wider region. Not only are your aims likely to be different for each target market, but the needs, culture, and behavioural trends of each demographic will differ, too (which in turn should alter your entire marketing approach, from keyword to tone to content). Avoid a one-size-fits-all strategy, and drill down as far as you possibly can in your SEO targeting (also see our posts on how to build buyer personas and putting together the ideal customer profile).
Learn from your competitors
It’s one thing to set ambitious goals for yourself, but are they actually achievable in your location and sector? A great way to gauge the context within which you’ll be setting your goals is to perform a quick analysis of your main competitors. This can be anything from the user experience offered by their website to the meta-tags they use on their product pages, the amount of images on their website, their brand tone, or even scanning through their annual report. What do you like about what your competitors do — and what could you improve on?
Described as “by far one of the most criminally underrated SEO principles in the digital marketing landscape” by Forbes, reviews are often discarded from digital marketing plans. But why? They act as an explicit rating for how reliable and authoritative you are, and are viewed by search engines as a marker of your quality and integrity. While you may often refer to a company’s reviews as a consumer, you’re likely less speedy to reach out to a customer and request that they review your business and transaction. This shouldn’t be the case — so be sure to add a ‘request feedback’ step into your business operations.
Target social cohesion
SEO isn’t only relevant when it comes to website content — it should be highly integrated into your entire digital marketing strategy. Social media profiles rank in search engine results, act as search engines themselves, and direct traffic through to your website. It’s also important to maintain these social channels for the sake of brand visibility, and to provide a more personal way to interact with your customers. It’s also a great way to seek reviews, as mentioned above. The key social channels we use are LinkedIn, Facebook, and Twitter — but your choices will likely depend on your industry and the products and services you offer (Instagram or YouTube may suit more visual industries, for example).