The New Search: Ensuring Your Campaign Finds Its Audience

You know, even in a hazy way, that you “need” SEO. But you don’t know how to get it. To newcomers, SEO terminology can be daunting—search value, keywords, buckets, and backlinks—but the ultimate goal is simple: capturing the attention of a target audience.

When the SEO bell rings, the first thing you want to turn to is content. Whether you’re a restaurant chain, a law firm, or a content agency, SEO-geared content can play a crucial role in positioning you on the web as an business option—and an industry expert. 

Here are three ways to create SEO content that drives your campaign onto the screens of your ideal audience:

Think Like Your Audience

When someone needs a copywriter, where do they look? In 2020, most likely Google (to start). Often, initial searches are outcome-oriented, not coded or mysterious. “Copywriting agency,” “copywriting,” and “content marketing” are common keywords people use when looking for writers, so we’ve worked them into our content—maintaining our tone and voice while optimizing it to be found by prospective leads.

All of this is to say: think about who you want to be discovered by, and put yourself in their shoes. If you’re a law firm, you want to reach prospective clients with legal needs and questions about the law. If you’re a restaurant chain, you want to  entice hungry customers nearby. When those audiences search a specific legal question, or “best burger in Austin, Texas,” an SEO-driven campaign can put you on the first page of their results. 

To think like your audience, ask yourself:

  • What are they looking for? Are they searching for a good, a service, or an answer to a specific question? By anticipating their needs, you can create content that satisfies them—or at the very least piques their interest.
  • What can you do for them—and how do they see this benefit? Ultimately, consumers are drawn to your company because it benefits them in some way. You know the benefit, and your consumers do too; but you might be seeing it differently. Put yourself in your audience’s shoes and consider their wants. From there, brainstorm keywords and make buckets to organize your SEO content. 
  • What are their priorities? Maybe it’s a focus on cost-effectiveness, quality, or something entirely different. Think about what your customers want, and add related words to your content. For instance, the keyword “affordable” can go a long way with a cost-conscious audience.

Capture Local Searches

Nearly half of all Google searches are for local information: store hours, local addresses, or more specific inquiries (like the next time a music artist is touring in town). If your business has strong local ties, flexing them with online content could be a smart strategy for strengthening your SEO.

One way to achieve this is by building informative web pages. For example, if you’re a Chicago-based law firm with deep knowledge of local and state laws, web pages that summarize relevant legal issues can position your firm as an authority—and boost your search presence. With strong, reliable, properly optimized content, you can even snag a coveted spot in the Google answer box, with your content coming up first for frequent searches like, “Is X legal in Illinois?” 

When planning your campaign, don’t forget about your local roots—or your local audience.

Show Authority on Relevant Topics

Every day, billions of people take to Google with questions. What is your company doing to provide answers? Consider your industry expertise. What topics can you comment on in-depth? What credentials make you a subject matter expert? Next, think about relevant topics in the industry at large. What are people talking about?What’s new? Once you’ve found the overlap, let that sweet spot drive your content production. 

If your audience is asking questions, you want to be supplying answers. Use your company’s credibility to create SEO-geared content—for instance, an industry-specific ebook or an actionable blog post. Whether you’re an e-commerce business or an art museum, producing targeted content can drive you upwards in the search ranks—and send the right customers your way. 

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