SEO is one of those everchanging and evolving tactics for generating organic traffic. As brands and marketers, we have to make adjustments and evolve as well. In some ways, it has become easier to rank well within search queries.
Instead of competing for specific keywords. Marketers and brands can now focus more on user intent. The search engines have advanced. Where they can glean from search inquiries. Intent instead of forcing searchers into a specific search result box.
This comes from having enough data to extrapolate intent. Based on follow-up inquiries to narrow down search results. Re-inputting queries to get more accurate results. The search engines have expectations to meet with users.
Expectations that if they don’t meet and can’t deliver. Will drive people to use other methods of finding answers and solutions. This helps the process. Users/Searchers get smarter and more educated in how to search and get the answers that they need.
Brands get smarter in their strategy to provide titles and content. Content that brings them to the forefront of search results. But SEO is about more than ranking well once. It’s about providing quality content that will tell search engines that you’re a go-to resource for FAQs.
Create content that has a shelf life. Content marketing is a strategy that businesses and brands know is an option. But for the most part, they’re not sure how to use it . The thought of needing to come up with new articles and content can feel overwhelming.
How does someone find something new to write about their business and or industry? How do they continue to find something relevant that they haven’t already touched on? The short answer is that you don’t have to find new topics every single time.
You can add to the shelf life of existing articles that may have ranked well. Articles that have lost a bit of the buzz behind it. By updating the content. Keeping it up to date is a way of breathing new life into content that is already in circulation.
This saves you from worrying about broken links. Trying to come up with something trend-worthy day after day after day. Breathe life back into an article, listicle and checklist by making sure it’s still relevant.
A common mistake is to write an article based on the year. When creating content for my brand and clients I tend to steer clear of that kind of limitation. As someone that has spent years working in the music industry. I equate it to adding a year into lyrics of something that could become a timeless song.
Trendy in that moment and relevant but as the years go by it loses its quality. Instead depreciates like a new car driving off the lot. From the moment it hits the airwaves it is aging.
Mind you I did say I tend to steer clear instead of avoiding it altogether. If I’m pairing the article with a long-term marketing strategy. That changes things a bit. Annual lists and rankings can work to a brand’s benefit if marketed by making it an annual thing in mind.
This opens the door for piggybacking the popular list by referencing it in the new list. Passing the following generated over to each new addition. Adding links to new articles can help with historical references. Adding to the shelf life of previous articles.
So when you’re writing with that strategy in mind and marketing around it. That is a use case that can work. Speaking to progress and growth over the years. How things have changed for the better or worse. Taking people back to the beginning. So that they can better understand the present and forecast the future.
The other use case that I keep in mind when creating and sharing content that dates itself. Would be when I’m planning long-term laying the foundation for Nostalgia marketing. This strategy is something that I like to use for local SEO. As an example “We’ve been serving customers in The Bronx since 19..”
Nostalgia marketing allows brands and businesses to speak to. How long they’ve been a trusted partner or provider. Leveraging their years of service and operation as a differentiator from competitors. The ability to reference marketing strategies of old. A reminder to the existing customers. As well as the ones lost to the churn of the journey that they have taken together.
Highlighting what brought the brand together with the consumer. How they’ve grown with them. Listened and applied their feedback to grow and evolve with them. A form of framing brand loyalty, not to existing customers. It also serves as a reminder of what once was to those that may have opted for other options. Who now find themselves feeling like they want someone that understands their need. A brand that values its voice.
When thinking through marketing strategies. How often are brands and marketers thinking through scenarios? Scenarios that put them in the best light? Where am I going with this? Let’s start by explaining what I mean by situational SEO.
When competing for the opportunity to provide a solution to the problem or need of a consumer. There are different stages of when a business can get involved.
Some brands want to get in from the start of the journey. Top of the funnel and become the source from start to finish. While other brands market to a consumer that is more educated on the options. Focused on what differentiates them from their competitors. Focusing on the solution and results. As opposed to the early-stage questions a prospect may have that aren’t close to making a buying decision.
The more established businesses that have achieved their authority and credibility. Can afford to join the customer journey later in the process. Because part of their advantage is their reputation. A reputation for delivering results and being a viable option.
The marketing focus for more established brands is on their reputation. Promoting and marketing results and feedback. Testimonials and reviews in their ad copy and posts.
Let’s take a look at situational SEO from a platform and device perspective. Marketing strategies focused on mobile. Are based on consumers being out and generating foot traffic. This is a strategy that should be prioritized for brick and mortar businesses.
Mobile-minded marketing is another marketing strategy that benefits local businesses. A local SEO strategy that can generate foot traffic. Mobile SEO and marketing strategies address the costs of doing business. The leases, the employees, the bills that come with having brick and mortar location(s).
Marketing the convenience of we’re in the area. With the ability to address the issue with a solution sooner rather than later. This can range from restaurants to local services. The in my area searches on mobile are worth the investment. They can get the best returns for businesses with a storefront.
Whereas if a business is only online. They will still think mobile-first but the strategy changes a bit. The focus shifts to stock availability, shipping. The convenience of being a few clicks away. As opposed to being a few blocks away.
Situational SEO is based on the brand and the resources. As a marketer and brand developer. These are things that are deciding factors. Factors that weigh heavily into strategies. The one-size-fits-all approach can get results. Yet it’s not customized in a way to meet specific goals or businesses.
Thinking through goals as a business and brand. Customize strategies to a business to get a better return. Whether it’s free organic traffic or paid advertisements.
The evolution is history repeating itself. The days of the customer is always right haven’t gone away. It has evolved. Consumers are still driving the process and setting expectations.
Stability and growth come from deciphering trends that come and go. From what is going to be worth investing time and effort into. Time is money and effort takes time. Get a return on that investment by making smart and strategic decisions.
The better you understand the target audience. The better you can plan for when to join the customer journey. How to join the customer journey and what you want to convey to get the desired results. Not for your business but the consumer. The sweet spot that suits your brand and helps you convert.