Unleash the power of discoverability: How to boost your online reach with SEO & Digital PR
So, you’ve got the right product to sell but you’re not going to get very far if just sit waiting for customers to come knocking on your digital door.
That’s where discoverability comes in, making sure your business is in the right place at the right time online.
But clearly, you’re not the only business out there thinking that and probably not the only business in your sector. So where do you start?
Experts at SEO agency Dark Horse told us it’s not all about money, even those with the deepest pockets can get it wrong online. Whilst throwing wads of cash at the problem can help, not many businesses are exactly rolling it right now.
Digital marketing experts are using a five-prong attack to boost their businesses online through the power of SEO which will not only drive traffic to your site but will convert into sales.
Five key SEO elements
The lynchpin of SEO is the Google algorithm which is rather like a puzzle wrapped in an enigma, unless you know what you’re doing.
It is because the search engine is so complex that it needs a complex solution and digital experts have identified the five elements that companies need to get right so your business can win the Google game and be presented as the winner when potential customers search for products like yours.
Winning the game means your business will be served ahead of others, putting you in front of more customers than your competitors, giving you a greater online reach than the rest. Giving you the power of discoverability.
After all, there’s no point in just taking part, you must be in it to win it and rank on page one.
1. Content marketing
The famous five starts with content marketing which is all about knowing what key words your potential customers are searching that you can harness throughout your marketing.
Eat, sleep and repeat, but there is a catch as other businesses can buy those words (PPC or pay-per-click to give it it’s full name) and make it hard for you to have any impact or ranking.
Google will prioritise what it thinks is organic or what it thinks isn’t organic, meaning a good content marketing campaign also must appear ‘earned’, which put simply, is that consumers value your content.
2. Technical SEO
Technical SEO can’t be warm and fussy. It is the forensic analysis of your website and other online portals to fix any glitches that might be hampering your ranking success.
It involves a team of brainiacs who will crawl over every word and link and repair any minuscule problems that are stopping your business from ranking in search results.
Probably best left to the experts, Technical SEO is a necessary evil if you want to make sure your online reach is fully maximised.
3&4. International SEO and local SEO
We’ve bundled elements three and four together because they are different sides of the same coin.
The beauty of SEO is that it can help you target local people on a local level if that works for you, meaning that you can woo the customers that you really want. So, if you want to be King or Queen of your own hill, you can be.
Conversely, international SEO can make the world your oyster. Allowing your business to go global and opening new markets, making your online reach international.
But again, it’s not easy. You need to have the skills to understand how Google and other search engines click in different geographical territories and how to, literally, speak their language.
5. Digital PR
Google is a complex beast and Digital PR & link building campaigns is emerging as a key weapon to tame it. In fact, it often means the difference between ranking on page three and page one.
This is all about links and telling search engines that these are the best backlinks possible as they come from respected, media sources.
It’s quality over quantity, choosing online media platforms that have a high domain authority (i.e.: Google thinks they’re good) and getting a coveted backlink from them.
But again, it’s not an easy sell. Lots of other businesses are aware they need to get their Digital PR on point which is why you need a Digital PR team that knows what it’s doing, supplying news and stories that are gratefully received and used by targeted media publishers.
Overwhelmed?
SEO is a maze and if you’re feeling overwhelmed that’s because there’s not just one easy fix. It is a complex and continual wrestle to keep all the plates (i.e., the five key elements) spinning.
But one thing is certain. If you want to boost your online reach you need it.
