How to Make Sure Your Customers Find Your Content
A Marketing Lesson from Game of Thrones
“Content is king, but marketing is queen, and runs the household.” – Gary Vaynerchuck, Entrepreneur
The human in me reads this and immediately relates it to household relationships. That is, of course, men believing they are kings of the world when we all know who the true masterminds behind the decision-making process are – the queens. For example, I want to see Paul Blart: Mall Cop 2 this weekend. What movie did I actually order tickets for? Pitch Perfect 2.
I wonder who made that decision.
Think Margaery Tyrell ruling King’s Landing and the rest of the seven kingdoms while Tommen Baratheon sits on the throne asking Margaery and Cersei what he should do. How about Stannis Baratheon? Yup, you guessed it, a mere puppet controlled by Lady Melisandre.
How does this all relate to making sure your customers find your content? Don’t worry, I’m getting there.
When it comes to online marketing, content isn’t as clueless as Tommen. In fact, content – no matter if it’s words on a web page, an infographic, case study, or white paper – is the most important aspect of online marketing. Delivering valuable content to site visitors is the entire point of a website. It maximizes an organization’s online real estate and acts as a 24/7 sales rep.
If the content on your organization’s website is terrible, you can bet your bottom dollar that bounce rates will skyrocket and your website won’t convert visits to leads.
Even the best content marketing strategy is useless if your content can’t be found by your audience. So, how do you make sure your content is found? Customer-centric keyword strategies and research.
Customer-Centric Keyword Strategy – What Is It?
Have you ever been looking for a home contractor, only to be confused by the websites you visit? HVAC contractors talking about a furnace’s BTUs, geothermal and ductless systems, SEER ratings, or worse?
A customer-centric keyword strategy is the process of selecting keywords that your customers are searching for. Why focus on industry jargon with the purpose of ranking for technical keywords when you could be attracting visitors by focusing on more common keywords based on what your customers are really searching for? As online marketers, we try to establish our clients’ brands as the authority in their industries. We do this by:
- Understanding their customers’ wants and needs – common questions, concerns, what they’re saying, what they can and cannot find on your website, etc.
- Learning how their customers are searching for their service (fragmented vs. non-fragmented queries—more on that in a minute)
- Developing customer-centric keyword strategies to maximize SERP (search engine result page) visibility
Why Customer-Centric SEO?
Not everyone searches the same. A recent study released by Blue Nile Research explored the psychology of a searcher and revealed the following:
27% of search queries were in question form. Although this may not seem like a high amount, your organization can capture a significant amount of search traffic by answering the questions your customers are searching. Searches like, “Why is my air conditioner buzzing?” or “Why is warm air blowing from my registers?” are more common than you think, and if you can answer these questions, customers will flock to your site.
Isn’t that what you and the customer want? It’s a win-win situation. Your customers find useful content and in turn, you establish your organization as a subject matter authority and book a new lead.
50% of all searches are fragmented queries (2 – 3 words) and 50% are non-fragmented queries (4+ words). With half of all search queries in fragmented form – e.g. “home remodeler” – and half in non-fragmented form – e.g. “best home remodeler company for bathrooms” – how do you know what keywords to go after? That’s where the experts at Blue Corona come in. Our entire SEO team is trained to learn what your customers are looking for and how to meet customer demands.
Customer-Centric Keyword Strategies from Blue Corona
The Key to SEO Success for Home Service Companies
As a home service company, your customers have a need. Your job is to meet their needs and deliver service they are satisfied with. Be the Daenerys Targaryen of home service companies – appealing to the people (customers) and demonstrating your expertise through visible results (great service!). If you can do that, you’ll have plenty of raving fans repeatedly returning to your organization when they need your help most – Mhysa!
At Blue Corona, we help home service companies dominate the web through customer-centric keyword strategies. Our SEO specialists are more than just content curators, we are online marketers that can help you drive more traffic to your website, book more leads, and rule the web.
Have questions? Give us a call or get a free SEO analysis using the links below!
FREE SEO ANALYSIS
About The Author: Brandon works in Blue Corona's small business division, Rank First Local. Outside of SEO and analytics, Brandon’s interests include NBA and college basketball, tweeting, and playing with his dog Jax. Twitter: @doylestweet
View more blogs by Brandon Doyle
“We are very pleased not only with the end result, but with the entire process of working with Blue Corona. The amount of patience, guidance, and knowledge that they displayed throughout the whole process made them a very easy and enjoyable partner to work with. We are thrilled with our new website, mobile site, and content management system. We would recommend Blue Corona for any website development or redesign project. ”
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