SEO and SEM are two important digital strategies for growing your business. SEO, or Search Engine Optimization, is a way to increase your website's visibility on Google organically — that is, without paying for ads. SEM, or Search Engine Marketing, includes SEO, but also encompasses other strategies like PPC (Pay-Per-Click) advertising.
Both SEO and SEM require a well-planned and consistent approach for the best results. Let's discuss how you can effectively leverage both strategies to boost your business' bottom line.
1. Set Clear Goals
The first crucial step to take is to set SMART goals for your SEO and SEM efforts. SMART goals are specific, measurable, attainable, relevant, and time-bound. Such goals could include:
- Increasing website traffic
- Improving conversion rates
- Generating more leads
- Increasing online sales
When you have clear objectives for your SEO and SEM strategies, you will be in a better position to focus your efforts and measure success.
2. Perform Keyword Research
Both SEO and SEM involve the use of targeted keywords to attract consumers to your business. It's important to conduct thorough keyword research to identify the most relevant and valuable keywords for your business. Keywords with a high search volume and low competition are the best ones to target. You can use tools like Google Keyword Planner, SEMrush, or Ahrefs in this endeavor.
3. Implement On-page Optimization
Besides sprinkling appropriate keywords throughout your content, there are other things you can do on your web pages to make them more "attractive" to Google and other search engines.
For example, you can use meta descriptions, headings, and title tags to make it easier for Google to accurately index your website. Of course, you still want your content to be informative and engaging for your human audience.
4. Use Technical SEO
It's important to review, and enhance, the technical aspects of your website in terms of performance and "crawlability" by search engines. Some aspects of technical SEO you may want to consider include site speed, mobile responsiveness, sitemap creation, the inclusion of a robots.txt file, and ensuring that there are no broken links within your pages.
5. Invest in Content Marketing
It's been said that "content is king." You want to create valuable and relevant content that attracts your target audience, addresses their needs, and keeps them coming back for more. Blog posts, articles, infographics, and videos can drive traffic to your site, and help establish your credentials as an expert in your industry.
6. Engage in Link Building
Earning high-quality backlinks from authoritative websites is a surefire way to boost your SEO score. There are several ways to perform link-building, such as consistently creating high-quality content, and exploring partnerships with subject-matter experts and industry-adjacent authorities.
7. Focus on Local SEO
If your business has a physical presence or serves specific local areas, consider optimizing your website for local search.
For instance, set up your Google Business Profile (linked to Google Maps), ask for reviews from satisfied customers, and include geo-specific keywords in your content.
8. Invest in Pay-Per-Click (PPC) Advertising
Targeted PPC campaigns can help you generate more leads and boost your conversion rate. Make sure you target the right keywords for your PPC campaign and write compelling ad copy that will make users want to click through to your website.
9. Use Display Advertising and Remarketing
Display ads delivered across different websites can help you reach a broader audience than SEO alone.
Moreover, remarketing (or retargeting) campaigns offer a "second chance" to convert previous visitors to your website.
10. Analyze and Optimize
It's vital to regularly analyze the performance of your SEO and SEM efforts. Tools like Google Analytics and Google Search Console can help you track key metrics like website traffic, conversion rates, bounce rates, and keyword rankings.
Use the data these platforms offer to adjust your strategies as needed.
11. Stay Updated and Adapt
It's no surprise that the digital landscape is constantly evolving. Since online marketing is such a dynamic sector, it's key to stay up-to-date with the latest SEO and SEM
trends, including algorithm changes. Be willing to re-align your strategies to match the newest dynamics of the online marketplace.
Partner with Mid-West Family Springfield, Illinois, for Your SEO, SEM and Display Needs
It's good to remember that neither SEO nor SEM are "one and done" marketing activities. They are ongoing processes that require time, patience, and constant re-evaluation to yield significant results. However, a consistent, data-driven approach almost always leads to exceptional growth.
If you would like some expert assistance in developing and implementing your SEO & SEM strategy, reach out to the team of experienced professionals at Mid-West Family today. We have years of experience in boosting our clients' digital marketing performance and helping them achieve their business objectives. Contact us today to learn more; we would be happy to answer any questions you may have!
