A product or a service can really only be effective and helpful to others if customers are able to find that product or service online. Search engine marketing (SEM) helps solve this problem by targeting customers through keywords and drawing them into your website.
There are many things business owners can do to improve their SEM strategies and bring in as much website traffic as possible. From using quality backlinks to optimizing your company’s video content, here’s what the members of Young Entrepreneur Council recommend doing when designing an effective search engine marketing strategy.
1. Use Quality Backlinks
I think the most effective way to design a search engine marketing strategy is to use quality backlinks to increase your overall authority and, in turn, your search engine results. Getting media mentions in high-quality, high-authority media sites will improve your SEO more than just about anything else. – Kyle Michaud, Experience Expositions
2. Cover A Topic ‘Horizontally’
Start with one pillar topic. Create an outstanding comprehensive guide covering every subtopic in several paragraphs. Craft a separate long-form guide for every headline and link back to the original. This aggregate effect of covering a topic in-depth and horizontally has an incredible effect on establishing domain and page authority across the board. – Mario Peshev, DevriX
3. Use Low-Competition Keywords
Focusing on keywords and questions that have fewer competitors helps you rise in rankings by offering top-quality content for that specific niche. It’s also very useful to connect with experts to get the best results for your marketing efforts. By doing so, you’re ensuring the quality and effectiveness of your strategy. It has helped generate successful results in mine. – Nic DeAngelo, Saint Investment Group
4. Establish Your Industry Expertise
Domain Authority is everything. Establish yourself as an expert in the field in a way that search engines recognize. There’s just no substituting backlinks as a driver of eyes to your page. This means everything from establishing high-quality content that people naturally gravitate toward, sharing on social media and also being present on various channels and publications. – Maryana Grinshpun, Mammoth Projects
5. Create Relevant, Valuable Content
Unless you have a massive budget for pay-per-click (PPC) ads, you need to focus on organic traffic and search engine optimization. The biggest factor determining what Google ranks at the top of its search results is the number and quality of links a website has coming back to it from other sites. Focus on creating quality content relevant to your industry that other sites will link back to. – Mark Stallings, Casely, Inc.
6. Build A Solid Site Structure
Today’s SEO is relatively simple if you want to do a good job at it without much effort. It’s all about good meta keywords, site structure and content. You can have your web developer or a technical SEO consultant quickly set up your site to have proper meta descriptions, but the content strategy is something you have to handle as an ongoing effort. – Andy Karuza, Base64.ai
7. Deeply Understand Your Audience
To have an effective search engine marketing strategy, consider your target audience. Knowing your target audience will help you create relevant ads that lure your potential buyers into a buying process. Ensure you know everything about your market, including their problems, interests, preferences and even where they live so you can create ads that include every single aspect. – Candice Georgiadis, Digital Day
8. Use The Right Tools
If you want to build an effective SEM strategy in 2022, you simply must use at least one software tool for researching relevant content topics and keywords. With so many marketers utilizing at least one, and often many, SEM tools, it’s nearly impossible to compete without them at this point. – Richard Fong, PageKits.com
9. Optimize Video Content
One way to improve your SEM strategy is to optimize your videos. On YouTube alone, users watch almost one billion hours of content every single day. There’s no question that making your video content search engine-friendly will lead to more organic traffic and conversions. I suggest adding video transcripts, using relevant keywords and creating click-worthy thumbnails and titles. – Chris Christoff, MonsterInsights
10. Analyze Your Data
The internet is noisy. It would be best if you designed a search strategy to break through that noise, and you do that by analyzing data. Depending on your business, you’re likely not going to compete with the big guys. The good news is that you don’t have to. Use analytics to develop niche topics geared toward your target audience. – Jared Weitz, United Capital Source Inc.
11. Continually Publish Fresh Content
Add a blog or product review system so the content is constantly changing. Fresh content not only helps with SEO, but it also helps by positioning your website as an authoritative and relevant source of answers to your customers’ questions. Blog posts also allow you to use a variety of tactics that also boost SEO, such as using a catchy title or adding visuals with captions. – Shu Saito, Fact Retriever
12. Solve Your Customers’ Problems
Always remember to focus on your audience’s intent and needs to drive your SEO strategy. Many business owners make the mistake of using SEO to answer the question, “How can we make more sales?” Instead, an SEO strategy that helps people and creates sales is one that focuses on a customer’s intent. Figure out the problem a user faces and let that guide your keyword choice and content decisions. – Syed Balkhi, WPBeginner