In light of Google’s recent removal of all organic driven keyword traffic, writing a book, entitled Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing, could seem prescient. The fact is smart marketers have known for a while now that in order to maximize results they need to optimize for customers not search engines. Having an “optimized state of mind” requires a broad lens and long-term scope.
The customer journey is complex. Optimize offers a road map to help you traverse the many intersections of search, social media and content. To continue the metaphor, your company’s digital assets are its mile markers. Every content type you own can represent a mini hub and spoke distribution model. Anything that sits on your website, as long as it’s searchable, can be optimized.
Google’s latest Hummingbird update has upped the ante on search queries by deepening its commitment to semantic search. Their ‘bots’ are now able to discern searcher intent in order to improve the user experience.
Despite a business’ inability to determine exact keywords that a visitor types in to Google’s search box, you can still identify high-traffic landing pages through your web analytics. Once you do that, step back with a critical eye and see what content exists on that page. Can you beef it up with an FAQ list; a whitepaper; a free report; a newsletter signup?
The optimized state of mind requires a big picture, integrated marketing mindset. Today’s marketers need to consider the content needs across the customer life cycle. In empathizing with customer needs and interests, companies can create experiences that are truly meaningful. Connecting relevant messages and stories through creative content is more effective and efficient than broadcasting your message to people who don’t care.
The result: shorter sales cycles, better customer relationships and more word of mouth.
If you place your emphasis on engagement and effective relationship-building you’ll be well-positioned to weather any algorithmic update.