on | by Pauline Feraren

Things are all up in the air at the moment. We can carry on as usual, if with some innovative adjustments to our processes, and adapt to this “new normal” in order to keep businesses afloat. But will your efforts today stand the test of time?

When the dust that the pandemic kicked up settles, will your digital marketing endeavours still be a reliable source of high-quality leads?

You will be happy to find that search engine optimisation services will hold up weeks, months, and even years from today. With some minor adjustments here and there on the long-term strategy, it can still be relevant. You can even have a thriving lead generation campaign on your hands.

The question now is: Are congratulations in order? Has your winning SEO service strategy been implemented amidst the global crisis? Have you made some powerful strides to help keep your business’ pipeline busy with leads to nurture?

If you have yet to do this or are in search of a way to improve your existing campaign, then you have come to the right blog. We will be discussing the strengths of a long-term SEO campaign strategy, how you can benefit from it, and what kind of optimisation efforts you can implement now to ensure you have a healthy well of leads to draw from later.

What is SEO?

Search engine optimisation, or SEO as we will call it here, is one of the many digital marketing strategies available to business owners who want to improve their online presence. When properly planned and established, it could mean significantly improved searchability and visibility on search engines like Google, Bing, and Yahoo!

There are two sides to the SEO marketing coin: the technical side, which caters to the search engine algorithms and the human side, which aims to foster a good relationship with the user overtime through optimised content. 

The technical and UX aspects work in conjunction with each other to reach a particular goal. And that is how it is supposed to be. Short-sighted digital marketers will hyper-fixate on the technical side only, however, and get caught up in bids to rank quickly in the SERPs. 

As a result, the long-term strategy that seeks to create a positive and sustainable online presence for businesses suffers. 

Benefits of running a long-term SEO strategy

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Long-term SEO, the one that is implemented well with great content, leads, and excellent technical work, generates leads. If you have not already applied a long-term search engine optimisation strategy, then you are potentially missing out on a significant percentage of SERPs traffic — and high-value leads and sales in the process. 

SEO can give you the ability to:

  • Attract online traffic compounds the longer your keep your campaign going
  • Build site referral traffic, signalling to search engines that you have high-quality content and bumping you up in the rankings
  • Nurture and develop your audience so you become their go-to, top-of-the-head brand for a specific product or service

SEO success builds on itself and return on investments go up overtime, for a long time. From a modest amount of earnings at the beginning of the campaign, the equity builds up to a continuously rising ROI. To learn how else your business could benefit from search optimisation, download our kit.

Conceptualise your SEO strategy for the long-run 

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Why is leaving out the continuing measures of your SEO strategy going to come back to bite you in the end?

SEO strategies are more than just a stop-gap measure to rise in the search engines; it is arguably even more important as a long-term strategy. This is because even if a campaign can make adjustments for the short-term that translate into quick wins, a more deeply rooted measure will prove more consistently advantageous and lucrative over time.

Search engine algorithms and the online marketplace are constantly changing

Algorithm updates can be the bane of your website’s existence. One roll out can mean a drastic dip in your searchability and visibility on the SERPs.

So, while it is good practice to keep abreast of how search engines work, it is even better to dedicate significant resources to getting your site ready for any future updates and naturally shield your site from search engine penalisation with organic content results.

Search engine rankings are dependent on sustained SEO

If you are looking for a one-shot campaign type of digital marketing, then turn away from anything SEO-related right now. 

While it is true that the bulk of the work on getting an optimisation campaign off the ground happens at the start, it does not mean business owners and marketers can stop optimising for the search engines afterwards. To keep your spot on the SERPs, you will have to maintain your SEO-related activities.

Fresh content is the lifeblood of SEO

Recent changes in the way algorithms crawl online content has made updating website content regularly very appealing to business owners. Search engines now weigh the relevance of a piece of content based on its maintenance and how recently it was published or updated, making regular content generation critical to the success of your digital marketing campaign.

New platforms are gaining traction in the digital landscape

It is not just search engine algorithms that is being updated regularly. Digital platforms and avenues are rising everywhere — so make sure your SEO strategy takes that into consideration. Fine-tune your optimisation strategy to adapt to various device screen sizes and generate content to respond to different layouts and dynamics.

Defense from competitors who have just come into the market

If you think you are the only one doing something novel and innovative with your SEO campaign strategy, then you are wrong. Or, if you are right, then it will not last.

The industry is built upon everyone improving upon each and everything they can get their hands on. So if you are thinking about doing SEO, then you can bet that at least one digital-savvy competitor is thinking about doing it or has already done it. Defend your search engine ranking success by optimising the plan for tactics and content that are continuously refreshed and updated.

Success builds on itself and lasts a long time

Probably the most valuable aspect of running a long-term SEO strategy is the bonds your brand builds with consumers over time. Even when things go pear-shaped like with the global crisis, if your brand is genuine and has the good faith of its users, then trust that your agile business will not be taking as much of a hit with clients compared to brands that overly relied on short-term digital marketing techniques.

Implementing a smart search engine optimisation strategy 

Your SEO strategy is the map by which your customers and potential customers are directed to your website. If you want it to work well and keep organic traffic up, you need to keep updating that map to consider changes within the online landscape and marketplace.

Have a strategy in place:

  • Know your audience
  • Define your leads
  • Identify major keywords to optimise content
  • Monitor search engine rankings

The technical and practical side:

  • Optimise your home page and landing pages
  • Check SEO errors and resolve them
  • Localisation (optimising your Google Business Page)
  • Local reviews and other social signals
  • Build advantageous links (link swapping and networking, web and niche directories, link buying, press releases, article directories, infographics, social and content marketing)
  • Optimise website blog with fresh, relevant content

Key points: Business owners and digital marketers who are interested in maintaining a winning SEO program need to keep up with news of algorithm updates and emerging trends in the digital marketplace. It is critical that they continuously and frequently re-evaluate their tactics: testing what still works and what needs to be innovated upon.

Using SEO to build your brand’s reputation overtime

As was mentioned, although you can do some search engine optimisation tweaks to speed up your rise in the SERPs rankings, taking shortcuts will not be able to make up for the inherent risks associated with doing just that.

Linking and other short-term lead generation tactics are well and good but there is a fast approaching expiration date to each campaign you run; you cannot depend on them forever. The best way to ensure you maximise your long-term SEO strategy for lead generation is to use it to support the growth of your online brand authority and reputation.

When you capture your audience’s trust, then you can be sure that even during the lean times like this global crisis, your customers and potential customers will be thinking of you and turning to your products and services to resolve their needs. 

Make sure to create highly relevant content about the pandemic that engages and offers a helping hand to your target audience. Your willingness to help is another way to solidify your bridges and allow you to reap the advantages of their goodwill on the economic upswing.

Long-term SEO-friendly content strategies you can implement today

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Here are some things you can start integrating into your content strategy today and continuously for excellent search engine optimisation results that can generate high-quality leads for you for years to come:

Do research on your target audience 

This involves knowing your audience first and foremost. So, before you put your thoughts to digital paper, make sure you have a solid understanding of the challenges of your market. If you get this step correct, then the topics will come easily to you, simply because you only need to position your product or service in such a way that it would solve your customers’ problems. 

Be sure to use a tone that is authoritative to engender trust in your words but also be accessible and relatable in your writing so readers will be more open to the points you make.

Diversify the content you produce regularly

To build brand authority over time, you need to supplement it with a lot of very relevant content published regularly. And there is no better time to get started on that than the present. Create a content calendar around specific keywords you want your brand to be found for to help you generate content.

It does not have to be a fixed schedule. In fact, an agile calendar is best because you can tweak it to make it more relevant to the times and the needs of your readers as you go. 

Also remember that the content you produce can be anything as long as it is online and helpful to your readers. With the pandemic rewriting the rules of online engagement, you could benefit much from creating pieces on different platforms and reaching out to new sources of leads for your business. 

Sure, articles and blogs are still a safe bet to publish online, but keep in mind that you do not have to be limited by it. You could explore lists, guids, eBooks, infographics, and even videos on your content repertoire. Then, when a specific piece performs particularly well, you can repurpose it as another type of content.

Do social listening and analyse data

We are all moving in a completely different world than what we knew pre-global crisis. If you want your business to have a chance to adapt quickly, then you will have to engage in data gathering efforts that are as real-time as it can get. The best way to do that? Tapping into as many sources as you can and utilising social listening tools.

The insight you gather on what your audience’s needs are and what activities are preoccupying them at the moment will be critical to informing the content strategy you create. By integrating a continued social listening task in your overall strategy, you can also make your campaign more agile and keep high-value leads coming your way.

Optimise your content

Already a priority to most business owners and digital marketers before the pandemic, optimising content still holds a critical role in your digital marketing strategy. In a time when people are searching for ways to handle and adapt to the new norm, you need to help search engines easily interpret your content so you are found online for relevant queries.

At the same time, optimised content on the side of the reader proves valuable because it signals to them that you are first, an authority on the subject, and second, that you care enough about their user experience to make digesting your content easy for them.

Audit content performance

Any reasonable campaign has goals. But together with those goals are baseline figures and data of what worked to generate a lead and what did not. You can use various attribution software to get started. Ultimately, your analysis will inform the rest of your digital marketing strategy because then you know which types of content performs well and triggers positive behaviours from your target audience.

Promote content on relevant channels

If you want your content to gain interest among your audience, then you are going to have to share it widely and, to ensure longevity, you will have to do so regularly. Promote your content on relevant social platforms and be sure to use hashtags to make it easier to find. 

By keeping the buzz around your content going, you supplement the foundation of your SEO campaign and ensure it garners clicks and shares over a longer period of time. The momentum you stand to build with a well-thought out promotion plan ensures your content continues to generate leads long after its initial publication.

See the big picture in your marketing goals

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The end of the ‘old normal’ has caused many business owners to give in to their knee-jerk reactions and keep operations on the level of day-to-day survival. Making sure the details of the present are taken care of is important, of course. But it must not make those same decision makers lose sight of the company’s long-term goals. 

As you weather the storm of the global crisis with deliberate action plans, remember to match your short-term efforts with a solid continuity campaign. 

The pandemic could end in the coming weeks, or it could drag on much longer. But when things eventually settle into the new way of conducting our lives, you would of course want to have the pieces of your long-term marketing blueprint in place to help inform your next move.

To learn more about how a well-developed SEO strategy works beautifully with your marketing goals in the long run, speak with us. We will be happy to help you optimise your site and strategy to get better, valuable leads for conversion.

 

 

Tags: Insider

About the Author

Pauline has been writing for the industry long enough to have lived through several Google Updates. She is also a HubSpot certified Content Marketing Specialist. When she's not dancing a step ahead of the algorithms, she's busy trying to find a common free time with her MTG EDH playgroup. She likes cephalopods, but she isn't HYDRA.

Pauline Feraren
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