Search engines have revolutionized the way we see marketing and advertising. A few decades ago, the only way to reach potential customers was by using word-of-mouth referrals, coupons, flyers, billboards, TV infomercials, and radio ads. All of those methods have no input about how the audience perceives the marketing strategy, and you don’t have any other metric apart from a phone line ringing and sales.
Modern marketers would be pulling their hairs one by one if they only had these metrics to work with. Technology has made it much more convenient to place ads and create a buyer persona for each individual that’s using social media and search engines. Click here to read more.
Nowadays, you get to choose where ads will appear digitally and get the proper metrics. That can be inside the chat on a messaging application, as a popup on a website, or on top of the results on a specific search engine.
Plus, there’s also the option to do a pay-per-click campaign, where you only pay whenever your site or ad gets clicked on. This gives much more information compared to the traditional approaches, where you don’t know who’s watching. Companies like Facebook store a lot of data from their users. This includes age, gender, ethnicity, marital status, and interests.
The last one is the most important since the algorithm wants to push more news and posts regarding interests, which hooks people to stay on the platform a bit longer. On the other hand, Google has a completely different approach.
They don’t care about customer information such as gender, marital status, and age. They only care about interest and intent. Whenever you use their search bar, they want to broadcast you the best possible content that aligns with what you’re searching for. If you’re looking for the best watches in a specific price range, that’s exactly what you’re going to get.
If you’re looking for places to visit nearby, you’ll see a map and reviews of a couple of restaurants that are a few miles in the radius. It’s all based on keywords, and most of the time, there’s no ad that’s being shown to you.
These are organic results that provide the most value, which is why they’re on the top. The companies that get presented to you didn’t pay a single cent to be in that spot. It’s all due to trial and error, hard work, and consistency when it comes to creating content.
More people will find your website
Since people are already actively searching for thousands of keywords every single second, it would be a waste not to try and rank for the ones that are related to your niche. Before buying anything, every single individual will search for information for a specific topic.
This could be a product or a service that they need. Google knows more secrets about us than anyone else. Whenever we want to learn more about something, we enter a question. Whenever we want to make a purchase, the same search bar is used but with different intent.
Increases your authority and perceived credibility
The sales process has shifted completely in the past couple of years, and companies have adopted the change. Many organizations now focus on selling through the internet because it’s the place that can reach the widest audience.
Now, customers have access to a multitude of useful information that assists them in learning about alternatives before speaking to a sales professional. This gives them more power in terms of negotiation, but it also gives you a peek into your competitor’s finances.
When you see their price ranges, you can start marketing yourself as better service or product, which will set you apart as a premium alternative. On the other hand, if you have lower prices, then you can also use that to your advantage.
When you combine content marketing with Searchific, the results will impress both you and the consumers. Useful and relevant content gives you the opportunity to establish credibility and trust, which sets you apart from everyone in your niche. All the clients that are in the early stages of the buyer’s journey will think of your brand whenever they start going deeper into what interests them.
What does the buyer’s journey look like when it’s combined with SEO?
Let’s say that you’re selling hiking equipment and a visitor wants to know about the benefits of spending time in nature. They land at one of your blog posts, and you perfectly describe the physical and psychological benefits of climbing a mountain and watching animals in their natural habitat.
Even though the visitor is not a hiker, they subscribe to your email list because they plan to start when summer ends. The sales process stagnates for a moment here since the customer already has a decision in their head. For the next couple of months, they regularly visit your site to look for new updates, but they don’t take any action.
For anyone that has been accustomed to the typical sales process, this might be quite frustrating in the beginning. However, every article, blog post, infographic, video, and newsletter you publish gets consumed, which increases your reputation and makes you reputable.
When summer ends, the visitor that has been lurking for a couple of months will contact you and know exactly what they want. The entire process will be streamlined, and you’ll think that you got a client out of nowhere. That’s the power of content marketing when it’s combined with search engine optimization. It helps you to be one step ahead of your competition.
Improved user experience
Sites like Google want to present their visitors with the most relevant results. The algorithm is based on advanced artificial intelligence, which ranks usability, mobile-friendliness, and other technical variables. Of course, it pays attention to backlinks and content structure. This means that the content with the most influence will be in the first position. The more people want to stay on your site, the better it’s going to be.
