Learn Our Digital Marketing Agency’s SEO Strategies That Get Results
One key digital marketing skill that can bring all-natural, organic traffic to your website is search engine optimization (SEO).
Even when stating the obvious, however, iFocus Marketing can’t help but let you in on one of our little marketing secrets. There are SEO strategies and keywords that are still heavily underutilized in web content. Harnessing the power of these search engine optimization management skills can become a significant driver for the audiences you want to reach.
Yes, we’re saying that even with a tactic that is all about optimization and strategy, there are optimizations within optimizations when it comes to SEO marketing.
A Quick Overview of Search Engine Optimization Keywords
To fully take advantage of how SEO works, it’s important to understand the types of keywords you can employ in web content to boost your rankings on search engine results pages (SERPs), so the people you want to find you, can find you.
It’s likely that you’re aware of three essential keyword types that are highly effective at helping you garner the ranking you want with search engines like Google and Bing.
In case you need it, here’s a brief refresher:
- Short-tail keywords: These are one-to-three-word keywords that users are searching to find broader products or services within your industry – and it’s likely your competitors are already benefiting from them. Think: “heating and air conditioning” or “workout clothes.”
- Long-tail keywords: These are longer strands of keywords that support your short-tail keywords and match more specific queries that users search when trying to narrow down what they’re looking for. Think: “heating and air conditioning service agreements” or “workout clothes for the beach.”
- Navigational keywords: Imagine the customer taking a journey from a short-tail keyword, to a long-tail keyword, to a keyword like “heating and air conditioning service agreements in Kansas City.” Now, a consumer is interested in finding a specific business in their area that offers a certain service.
Hopefully, your website will be there at the top of the SERPs when they search – and that’s why understanding search engine optimization marketing matters.
But the real skill comes from how you use this knowledge. And that’s where the optimization within the optimization comes in – which we happen to specialize in at our SEO-driven agency.
These Two Optimizations and More Can Enhance Your Search Engine Optimization Management Plan
Although common keywords can help your business climb the endless scroll of results on your favorite search engine, getting to the top isn’t as easy as it sounds. It’s important to recognize that there’s plenty of SEO information on the Internet these days – and everyone wants in.
But this is the part where we present a taste of our SEO agency’s marketing secrets. Here are two ways you can further optimize your campaign by researching additional keyword strategies to gain a big advantage over your competitors.
Consider these tactics for keyword implementation in your web content:
- Finding content gaps: When using analytic tools to conduct keyword research and determine what keywords have the most search volume (and are currently helping your competitors rank higher than you), you can also find areas of your industry that your competitors are overlooking.
Take “heating and cooling service agreements” as an example. Although your competitors are focused on cornering the market on HVAC repairs and installation, the affordable service agreement you offer might be a way to get your foot in the door in the repair and installation market down the road. You can adopt this strategy to capture traffic in a specific area of your market that’s been overlooked.
- Including related vertical keywords: These keywords are closely related to your business, but are more niche and open the door to credibly connecting your industry with other fields and brands associated with your business. They can include keywords like product names you offer, subjects from related industries, or businesses with which you may have some overlap.
Returning to our example, an HVAC company might also research and include keywords such as “UV light for viruses” or “asthma and indoor air quality.” Although you may not be an expert on either of these topics, those who are learning more about air purification or asthma treatments may be interested to discover your perspective – and how you can help. Afterall, your company does offer related services. Further, you’re forging connections between your industry and others that make sense – science and medical technology are more important than ever in the HVAC industry.
It’s Not Just Search Engine Optimization Marketing that Works – Writing Matters, Too
Before you stuff your next blog post full of content gap keywords and related verticals, it’s important to remember that search engines like Google also crawl for something much more important than keywords when generating rankings for content, and that’s EAT – or, Expertise, Authority, and Trustworthiness.
Before you dive into keyword usage, start with writing that matters. Consider:
- Are you bringing expertise to the topic?
- Do you have a unique or original perspective to share?
- Are your facts relevant and accurate?
- Is your blog organized and well-structured for readability?
- Are you seamlessly integrating important keywords?
It’s one thing to know how to optimize for keywords, but it’s a whole other challenge to integrate them effectively and consistently in expertly written content that communicates your brand, your expertise, and your ability to persuade your audience.
We Make Search Engine Optimization Marketing Look Easy at iFocus Marketing
iFocus Marketing’s digital marketing team boasts a cadre of writers who wrote well over 1.5 million words last year in more than 2,000 pieces of content designed to keep our clients’ target audiences headed toward their products and services. And it works.
A partnership with us is a partnership with an uncommonly strategic SEO agency team. Our search engine optimization marketing campaigns deliver the results our clients want, while behind the scenes we’re continually studying Google’s content updates, analyzing campaign performance, synthesizing search engine optimization marketing with our additional signature digital marketing strategies for maximum impact.
That’s what search engine optimization management is all about – staying ahead of the game, ahead of the trend, and ahead of your competitors – with experience guiding you at every turn.
Peter Mishler, senior digital copywriter at iFocus Marketing, is dedicated to using language to help clients find their audiences. He is the author of two books: a Kathryn A. Morton Prize-winning collection of poetry, from Sarabande Books (2018) and a book of reflections for public school teachers from Andrews McMeel Publishing (2021). His poetry has appeared in many national publications, including The Paris Review, and he is a contributing editor for Literary Hub. New to marketing, Peter taught English for 15 years.