Search Engine Optimisation (SEO) is a critical aspect of online marketing. Optimising your website for the right keywords can improve your position in Google search rankings, taking your website to page 1 and enabling it to attract more visitors. The more visitors you have, the more prospects enter your sales funnel and the more chances you have at closing new business.
So if you want to get more traffic, improve your website quality, build credibility and increase your market share, you need to invest in SEO.
1. Make SEO a long-term strategy
You cannot build a successful SEO strategy overnight. And if you have a successful strategy, you also cannot turn it off and expect to have the same results as before. If you want SEO to help you increase market share, you need to make your investment a long-term one to improve your competitiveness.
So, what is the relationship between market share and a long-term SEO plan?
Increase traffic to your website: When you are placed favourably in Google’s search rankings, people are more likely to click on your website and convert to prospects and paying customers.
Improve your brand awareness and reputation: People will repeatedly see your brand name, reinforcing that you are a leader in that particular topic or industry.
Gather insights for improving your content: When you begin ranking for a long time, you can see which keywords trend upwards, what you should re-optimise and which to create more content for.
Gaining more traffic is critical, but these clicks mean very little if your website is challenging to navigate or the content fails to engage your buyer personas.
2. Publish content that creates value for your buyer personas
High-quality, relevant content, made for SEO, is essential to success in any online endeavour. When you publish content relevant to your buyer personas, you can heighten your chances of increasing market share. There are a few reasons for this:
- When you write relevant content, you speak directly to the needs of your target customer. You show them that you understand their problems and can deliver a solution.
- Relevant content builds trust. When your target customer sees that you are an expert on the topics that matter to them, they are more likely to engage further.
- In a world where everyone is trying to get their message in front of potential customers, relevant content helps place your brand ahead of the competition by delivering value to customers rather than attempting to win clicks.
By understanding your buyer personas – who they are, their needs and challenges, and what kind of information they are looking for – you can create content that will attract them to your site and help you increase market share.
In addition to helping you reach your target audience, relevant content also helps you rank higher in search engine results. That is because search engines like Google do not just look for relevant content; they prioritise high-quality content.
3. Use SEO to structure your website for easy navigation
There is a direct relationship between market share and having a well-structured website. Your website is frequently the first interaction potential customers have with your brand. A visitor that cannot find what they are looking for becomes frustrated and is unlikely to convert. Someone that sees what they are looking for, and finds that it is relevant to them, is more likely to convert.
SEO can be a very valuable tool in structuring your website. By optimising your website for specific keywords, you can attract more traffic to your site and improve your visibility in search engines. Additionally, it can help you to create a more user-friendly website that is easier to navigate and use, making your site more enjoyable for visitors. This can lead to increased sales and customers.
Partner with Resonate to enhance your SEO play
We are a full-stack B2B marketing firm. We specialise in the B2B sector as that is where our passions lie, and that is what we are good at. If you would like to improve your market position through SEO, please reach out to us. We are experts in optimising websites and content for SEO and believe in taking a strategic approach to improving your rankings.
Please visit our Marketing page for more on our services.
