Firms that create highly engaging material that online users can appreciate and learn from are more likely to attract clients and gain a higher ranking from search engines. Gaining online popularity is no longer about adjusting to search engine algorithms; firms must simply optimise their content for online audience.
To create content that online and prospective clients want to read, firms must first understand who they are targeting. This means digging deeper than simply identifying the people who are interested in a firm’s services or products. Two key ways firms can learn more about their target audience is through market research and talking to existing clients. Finding out why current clients chose your firm over others and knowing what they want from your firm can help understand client behaviour.
Rather than focusing on SEO tactics, such as keyword stuffing, firms need to understand what search engines and online users both seek: relevance. As stated before, the ultimate goal for search engines is to have happy users, so when firms focus on providing relevant material for their clients, both the online users and search engines will be happy.
Firms need to look beyond using basic keywords and focus more on using long-tail keywords. Online users today don’t use a word or two when searching – they now use phrases and questions. Therefore, firms should make sure their content includes long-tail keywords in a way that matches what their target audience is likely to search for.
Search engines and online users have become more sophisticated. Search engines have continued to update their algorithms to deliver what people want, and online users have become better at inputting queries that help them quickly find what they are looking for.
The online landscape has evolved to a point where firms must publish content that focuses on online users, rather than the search engines, in order to create a strong online presence.