Most companies have already committed to their agency partner and marketing strategy for 2022. Surveys reveal that 30% of companies will wait until December before they commit to an agency or their approach to SEO.
SEO is a complex marketing strategy. It is one of the most difficult to master. It is difficult for organizations to find the best SEO agency that has a growth-driven approach. They must also be able to contract with them quickly.
A common mistake brands make when trying to market SEO is believing that it is a one-size fits all strategy. SEO services can vary depending on the sales cycle, price point, and engagement of your customers with content related to your products.
This article is designed to assist CMOs, CEOs, and marketing managers in understanding how SEO should be performed based on their sales cycles and other relevant points of relative consideration.
What is the Main Point of SEO in 2022?
Before we get to the main point of this article let’s first understand how SEO has changed and where it should be going in 2022.
Google’s algorithm has seen hundreds of changes over the years, both major and minor. Google’s primary goal is to match the best content with the query of the user, improving the user experience. This means that content must rank well and be able to resonate with targeted buyer audiences.
Over the years, most companies have focused only on rankings. They would create bland content with keywords to try and get some real estate on Google page one. How can a company grow year-over-year if it ranks high for every keyword but its content is not converting buyers into customers?
The best SEO strategy for 2022 requires content that ranks well and converts readers into sales. Sometimes, several steps must be completed before the sale can happen.
A Multi-Channel Approach is the Best SEO Strategy
You must understand the behavior of your target customers before your agency can create the best SEO strategy. This data is difficult to obtain and requires significant time, effort, and a variety of tech tools that can cost thousands.
Partnering with a growth agency that offers both SEO and inbound marketing is the best way to gather this data, as well as execute the strategy. Let’s not forget the important point: SEO should be part of a multichannel approach for products that have longer sales cycles.
No one makes a split purchase decision when it comes to big-ticket items. Traditional SEO is used to rank content that encourages buyers to convert. This could be very useful if you sell sports equipment or apparel.
If you’re selling custom technology solutions to enterprises, pools, or yachts then nobody will drop that much money just because they like what you read. They will do their research and explore other options during the awareness stage. Once they are clear about what the best solution for them is, they will then research the alternatives and different products.
SEO must be part of a content strategy that not only ranks but also nurtures readers to help them make educated buying decisions.
What is the Future of Content for SEO?
The amount of time luxury product shoppers spent researching in 2021 was more than any previous year. And 2022 will likely see another increase. In 2022, more buyers will not trust salespeople and will instead rely on their research.
Brands must help customers with research by creating content that is relevant to their target buyer persona at every stage of the buyer’s journey. What are these ranking considerations? Use long tail keywords that are needs-based to create solutions for buyers’ pain points.
This is an example of SEO-friendly content that was used in a workflow to convert buyers into readers. The logic behind this strategy:
Let’s suppose that a company creating custom swimming pools is searching for a marketing strategy going into 2022. Their goal is to exceed their revenue target for the year and increase sales by at least 35% over the previous year. They choose to invest in a growth agency that specializes in SEO and Inbound Marketing in Los Angeles.
Men and women between the ages of 28 and 45 who earn $150K+ and have children are the main buyers. According to data, their primary need is to find a way to have fun with the family. You have the option of buying a pool or joining a family travel club to get certified.
SEO strategies will be used in conjunction with an inbound strategy to rank content that helps buyers find out more about their options. Keywords that match their needs are included within content that contextually discusses the products.
If a family is considering options, it is possible to write content that explains why investing in a swimming pool is the best option. This could include reasons such as year-long use, increasing resale values of a home, drawing friends and family, and showing that other options are seasonal or temporary.
If the content ranks well for their target buyers, they will be able to enter a series of white papers, blogs, and buyer guides to help them move on to the next step in their buyer’s journey. Marketing Automation can also send customized emails to buyer personas using SEO and engagement data. This allows them to adjust the timing, content, and cadence of their email messages.
The best SEO strategy for brands that have longer sales cycles is to leverage an organic search strategy with a well-aligned inbound approach that focuses on specific buyers and provides high-quality content with SEO value.
Ask a growth marketing agency in Miami if they offer a modern SEO strategy that integrates with the inbound process. Ask how SEO can be used to increase sales, attract new customers and reach your revenue goals.
