There is no denying the importance of search engine optimization. One of the basic needs of the website to adapt to this dynamic market, integrating SEO techniques also brings forth other benefits like branding and leads. The optimized website ranks better and the target customers is able to see them. This helps in establishing as a brand. Implementing SEO techniques affects the returns of the business.
However, before implementing the search engine optimization techniques, it is important to understand the mindset of the users and their ability to search in the web. This Google age, everything is treated like a question. We need to comprehend the way user’s commune with each other and their ability search to be able to connect with the intent of the website. McKinsey categorized the different cycles of the purchase funnel to define its structure and insight. The article summarized the role of the SEO engagement and defined the role of stimulus (of end-users) affecting the results. There is multiple role of SEO, and the first one is stimulus or the engagement of awareness.
Whenever we begin marketing a product or a service, we mean to address the intent and influence of the choice of customers. In this phase of the purchase funnel, the brands have the opportunity to engage with the customers directly. This is achieved with the creation of awareness through increment of visibility, content promotion and associating with the third party sites. Improving the visibility would bring the following benefits. First is the improvement of click through rates in search. It affects the user search behavior. It helps in building trust, drive traffic and create brand presence. It also affectively builds authority. Building a brand presence and awareness helps in developing the first stage of the expert brand.
Most search engine optimization companies would define the second purpose of SEO is to engage customers irrespective of geographical barriers. The outreach for most of the optimized websites depends on the placement of links and content in the relevant web pages. Including social media integration would help in increasing the engagement with the target demographics. Sometimes targeting the content assets for the mobile, tablet and Smartphones also helps in improving the reach of the website. The idea is make the website available to all the prospect clients.
Lastly, to be able to engage the customers, it is important to employ content marketing as a tool. The marketer should remember that at every point of the engagement funnel, the SEO methods, tactics and strategies should change. At the stimulus stage of this consumer decision journey, where the content marketing is employed for generating awareness, the call to action tabs or the embedded links can be excluded. However, this is only during the introduction of a new product or brand. One of the massive connectivity engines is Google. It would be scraping the website to discover various associations, affiliations, mentions, links and citations. As the search engine develops these connections, each of them stimulates the desire of engagement. Engaging the customers is important part of the search engine optimization.
The search engine optimization companies integrate various techniques only after understanding the need of the website and the business. Most will agree to this that SEO means how the search engine analyzes and stores information. For small business, SEO means time management, knowledge and effective planning.
If the users were not engaged with a website, the bounce rate would increase and affect the website. To improve this user engagement, it is important to integrate the search engine optimization techniques. Steven Brown thinks that the best way to do this is implement strategies that would attain the desired results.