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Ngern Tid Lor
How Seo Helps The Business For A Better Conversion And Becoming Key Sources Of Quality Leads
Pakamon Tulyapizitchai
With the economy and lower budget on digital advertising, there are ways to get leads for the business in a low-cost way.
The pandemic makes a negative impact on many businesses across the world, but some of them have survived through those challenges and achieve the target even though the budget is cut, as well as the power of spending is low. Here is how:
1. Focus on organic growth
While the marketers enjoy using the so-called free platform on social media, which in fact quite expensive and ineffective if you don’t know how to manage cost per lead and conversion rate. Therefore, it is still important to build own platform to ensure the balance of organic and paid traffics to the business. Assuming your business has a website in place, this platform also gives an opportunity for the in-house team to test and learn on their own asset that can be goodwill for the business in the long run. As long as the Google search is there, make sure your brand appears in search results pages by design in which “behind the scene” job is having keywords that aligned with “search intention” on your site. This is when SEO becomes the main role of organic acquisition, driven by search ranking position.
2. Content marketing is a key, but Back-end development is a queen
As known by most marketers that Content Marketing is very important and can be in various forms of format to fit with the audience of each platform.
It is still important to convert those impressions to website visits, as well as organic traffic using on-site and off-site content. You should focus on building evergreen content that lasts long and still is interesting overtime which is clearly opposite to trendy content that most fits on social media channels. There is various ECMS (Enterprise Content Management System) platform such as Adobe, Sitecore, Kentico, etc. that are friendly for search
engine and make it easy enough for marketers to manage their sites, meta-description, keywords, internal links, etc. Also, allow the developers to only put efforts on technical parts such as Google tracking, schema structure mark-up, Alt-tag, Facebook OG, API integration, etc.
The right platform that fits the business’s objective will enhance the capability of the team when it comes to execution.
"With the explosion of digital data and need for personalised content and targeting has now embedded AI deeply within the Marketing ecosystem"
3. Planning is the way to win
To ensure that the business will get the results more or less as expected depends on a good SEO strategy and tools.
a) First, you have to understand what is your conversion funnel on the website from your content marketing and what type of content is the most converter. You need to define the keywords that are related to your business’s keywords, in this case, you can start using free tools “Keywords Everywhere” by Google, and cross-check with Ahrefs.com to identify super keywords, by evaluating the search volume, cost per click, competitors’ keywords and SERP (Search Engine Result Page) to identifies top keywords and which competitor you want to compete on raking for your execution plan.
b) Balance the keywords on your customer journey funnels, according to search volume from time to time.
c) It means your content plan must be dynamic in response to your target users’ needs. For example, Loan products search volume in Thailand would be very high before long holidays, school opening because they need money to buy gifts for their family, or pay tuition fees for their kids.
4. Monitoring is key to success
Once the keywords are there, the job has just begun! You need to keep monitoring traffic performance, page performance to ensure that the investment you put on the content is paying back. Definitely, there would be some content that is not performing well but that is how you learn to improve and close the gaps for better performance. There are many tools that help you analyze your SEO health such as, Neil Patel, SEO meta in 1 click, MoZ, etc.
5. Stability and Scalability
The right infrastructure is also considered the backbone of the platform. It is recommended to implement a cloud infrastructure with speed and protection on both your site and users’ information such as Cloudflare, AWS, etc. it gives you peace of mind when you have to deal with a promotional period or unexpected high-traffic, and yet also help in positioning your site as a good quality site to enhance SEO ranking at the same time.
6. Consistency and Communication
Keep doing and keep learning will grow your asset from day-to-day. From the experience, with the right platform, tools, and mindset (I intended to put mindset here, rather than talents because everyone can learn), you can win the Featured Snippet position! This is like raising a child, the return is as big as the time you invest in them. Most important, you need to always communicate, communicate and communicate to your key stakeholders, management team to ensure they have the right understanding of strategy and ROI to ensure you will always have a budget for this. Good luck!
The articles from these contributors are based on their personal expertise and viewpoints, and do not necessarily reflect the opinions of their employers or affiliated organizations.
