Making the jump from dealing with small businesses to marketing to large corporate clients can be tough. From the increased budgets and larger projects to the difficulty of getting an ‘in’ with corporate decision makers, jumping from small business to big business isn’t always easy.
However, with the right strategy, you can start marketing your business to large and lucrative corporate clients with ease. The five tips in this industrial marketing guide should form the backbone of your corporate marketing strategy – the ‘blueprints,’ if you like, of your entire marketing process.
Whether you’re targeting nationwide retailers or international corporations, the five marketing and sales tips in this guide are sure to be of assistance.
1. Develop a great sales funnel before you start.
When you’re selling a product or service to a small business or local distributor, you often only need to make one person say ‘yes’ before the sale is made. This is usually a purchasing manager or, in the case of very small businesses, the company CEO.
With a corporate account, however, you may need to hear ‘yes’ from several people before the sale is made. Big contracts often run through a marketing department, a purchasing manager, a regional director, and the company’s CEO or president.
Because of this, your sales funnel needs to be highly optimized and built to reach all of the right people. Before you start marketing your business, spend some time on your sales funnel and optimize it for the long and slow corporate sales process.
2. Be overprepared – you’ll need to be.
Big corporations like to work with other big corporations. Why? Because the bigger a company is, the more likely it is to have prepared for the contract it’s about to take on.
Among corporate purchasing managers, small companies often have a reputation as being inflexible and difficult to work with. In some cases, looking ‘too small’ can hurt you and prevent you from getting the projects and contracts you’d like to work on.
Fight back against the stigma of being a small or medium-sized company by being as prepared as possible. Develop great proposals, brochures, informational documents and contracts – every piece of sales material can make a significant difference.
3. Focus on generating leads, not instant sales.
Large clients take significantly longer to sign on than small ones. After all, the scale of the contracts they’ll be signing on for is significantly larger and the sheer number of people involved can often slow down the process.
Because of this, you shouldn’t judge your success in corporate B2B sales by the total number of sales you close in a certain month or quarter. Instead, focus on getting as many leads as possible and track your sales on a much longer-term timeline.
Rarely will a large B2B account discover your business, negotiate, and purchase the product or service you offer in a week or less. Focus on the long sale and track your short-term progress in terms of leads generated, not necessarily sales closed.
4. Be prepared for a long, slow sales process.
B2B sales isn’t a sprint; it’s a marathon. Because key decisions often are often made by several people within a large corporation, moving forward with a project can be a slow and tiring process for industrial businesses accustomed to quick sales.
Completing the B2B sales process online isn’t always possible. While many clients will be responsive to emails and Skype conferences, some large corporations push for in-person meetings in order to assess your suitability for their business.
From beginning to end, the process of finding and closing a new account can take several months. Be prepared for a long and slow sales process, and don’t panic if some of your leads back out after months – it isn’t abnormal.
5. Build from one corporate client to the next
Making the leap from small businesses to large corporations is difficult, but going from small business to medium-sized business is much less challenging. Think of each corporate client as a stepping stone allowing you to access even bigger sales opportunities in the future.
After every corporate sale, get references and testimonials from your contacts at your new account, and use them in your future sales pitches. The social proof of a large client or customer account is immense, especially when you’re marketing to other companies within their industry.
Viral marketers like to throw around buzzwords, often with little thought to their real value. While some – like engagement and social buzz – are difficult to pin with any type of consistent definition, others are backed in real mathematical analysis and marketing science.
One of these buzzwords is the K-factor. Like viral marketing, its name (and most of its concept) is borrowed from epidemiology – the study of how viruses and disease spread from one person to another. Instead of measuring the communicability of a disease, the K-factor measures the viral potential of content or a business.
Working out the K-factor is simple. If “I” is the number of invitations (or messages, in the case of viral content) sent out by each customer or user, and “C” the percent conversion rate of each invitation, then “K” is the multiple of the two.
K = I multiplied by C. Nice and simple.
This factor can be used to measure the growth rate of an online application, a piece of content, or even a business that depends on viral growth. A K-factor below one is indicative of exponential decay, while a K-factor of greater than one indicates that a business or app is growing exponentially.
Using the K-Factor to calculate your company’s growth rate
Let’s say you operate a company that’s purely dependent on referrals for any new customers. Your business starts operating with 10 customers, each of whom has a network of 10 prospects that it can invite to work with your business.
This gives you a network of 10 customers to market to, with each customer adding an additional 10 people to your business’s network. Depending on the conversion rate of your network’s marketing efforts, your business could achieve a K-factor of greater than one (growth) or lower than one (decline.)
David Skok, of For Entrepreneurs, examines the mathematics behind the K-factor in this blog post. He also adds a new variable to the formula behind the K-factor – the amount of time required for the viral cycle to repeat itself. Using the spreadsheets on Skok’s page, you can calculate the K-factor for different apps and companies.
What does the K-Factor mean for your business?
To businesses that depend purely on direct marketing – strategies like cold calls, direct mail, and online advertising – the K-factor is an irrelevant calculation that is of little value. However, businesses that depend on organic growth – whether it’s viral marketing or simple customer referrals – can learn a lot from the K-factor.
By calculating your business’s K-factor using a sample of users, you can work out whether viral growth is possible or not. Working out your business’s K-factor will allow you to calculate your business’s viral growth potential and chart out average user acquisition trends over months and years.
Whether you develop online apps, offer a helpful service, or sell a product that you think could go viral, understanding the K-factor will make it easier for you to give your business the powerful viral growth it needs for success.
Learn more about the K-factor today! Call 949-229-3454 today!
Bliss Drive has been helping businesses optimize their online presence and maximize returns since 2007. We have the tools, the technology and the experience to get your business found, and to get prospects to take action.
Once a useful tool for visualizing your neighborhood, Google Earth has since grown into a powerful tool for marketers and small businesses. Google’s latest service – an enhanced version of Google Earth known as Google Earth Pro – has immense value for realtors interested in enhancing and growing their businesses.
While other Google services like Maps and Google search are valuable for sourcing new customers and clients, Google Earth Pro has a different key benefit for realtors and estate agents: the ability to pinpoint homes, prospect for new customers, and build a powerful database of local real estate information.
Google Earth Pro: How it Works
Traditionally, realtors would have to look at their neighborhood from above to get a full view of its amenities and features. Today, all it takes is a couple of clicks. Travel through the air above your neighborhood using Google Earth and view everything from retail stores to public parks, transportation lines, and highways.Once a useful tool for visualizing your neighborhood, Google Earth has since grown into a powerful tool for marketers and small businesses.
Think of Google Earth Pro like a local model – a full three-dimensional model of your neighborhood. Instead of driving customers from one property to the next in order to showcase the neighborhood’s amenities and benefits, you can quickly fly over the entire neighborhood from the comfort and convenience of your office.
Showcasing Properties Using Google Earth Pro
Real estate buyers need to know about amenities and services located close to their dream homes. Realtors can create customized fly-through tours of their area using Google Earth Pro, avoiding the long hours spent in traffic driving customers around a neighborhood.
Google Earth Pro can also be used to pinpoint nearby retailers, transportation hubs, and other conveniences. Google Earth even allows you to identify homes direct from the MLS and calculate the distance to schools, retail stores, and other conveniences.
This means you have important information like school zoning, distances to nearby public transportation, access to retail centers, and other key data at your fingertips. Instead of searching for important information that customers need to know, you’ll be able to access it immediately using Google Earth Pro.
Google Maps Pro includes three data sets that are of interest to realtors. The first is a listing of information for locations and buildings, including zoning information. The second includes census data and future housing projections. The third includes local traffic information, allowing you to calculate commute and travel times.
Finding Prospects Using Google Earth Pro
As well as being a powerful tool for creating fly-through tours of properties and neighborhoods, Google Earth Pro is a highly useful marketing tool for realtors in need of new customers. Since it connects with the MLS, Google Earth allows you to quickly identify and connect with potential sellers in your neighborhood.
Since Google Earth Pro allows you to search areas for average income information, you can also quickly identify target areas that contain buyers and sellers that match your business’s template. This level of pinpointing makes Google Earth Pro just as powerful for prospecting as it is for showcasing properties to customers.
Once a useful tool for smartphone users, Google Maps has grown into one of the best marketing platforms for local businesses seeking new customers. From citations and reviews to claiming your listing, marketing your business on Google Maps requires a series of steps, tactics, and strategies in order to be successful.
In this guide, we will look at the value of Google Maps for different businesses, how the mapping and navigation platform can be used to secure customers, and today’s most effective strategies for claiming your spot at the top of Google’s local listings.
Google Maps: A Brief History
Google launched Maps for Mobile in 2005. In the nine years since its introduction, Maps has grown from a useful mobile application into one of the most popular of Google’s services. It’s now available on a wide variety of platforms, from Google’s own Android operating system to the latest Nintendo Wii-U gaming console.
In 2007, Google launched Street View – a new maps feature that provides panoramic images of city streets. Aside from some concerns regarding privacy (that Google has since addresses) Street View has grown to become one of Google’s most popular and acclaimed services.
Who Uses Google Maps?
Google Maps is used by hundreds of millions of people. In 2011, Google announced that over 150 million users had accessed maps throughout the world. This massive audience makes Google Maps a potentially lucrative marketing platform for small businesses that depend on local customers.
Does your business depend on local customers? Do you primarily market to people within 20-30 minutes of your location? If so, increasing your rank on Google Maps is likely to increase your sales.
How Can You Increase Your Google Maps Rank?
Every time you search for a local keyword, Google will list Maps results in what’s known as the seven-box. This is a listing of local businesses related to the keyword you’ve searched for.
For example, searching for Los Angeles dentist brings up a list of dentists located in and around Los Angeles. Narrowing down your search keyword – for example, from Los Angeles dentist to Pasadena dentist further narrows down the Maps results.
One of the best ways to increase your ranking on Google Maps is to fill in all of your business’s local information. Make sure your address, your phone number, and your company name are prominently displayed on your website. The more local your site looks, the better your local rankings are likely to be.
It’s also worth adding your business to Google Places. This is Google’s index of local businesses – an index that it uses to find content to populate the Google Maps search seven-box. Add your business (as well as your relevant information) to Places and you’ll benefit from better rankings in Google’s Maps search function.
Google Maps allows users to review local businesses. These reviews have an impact on your company’s ranking. By encouraging customers to review your business, you can improve your ranking in Google’s seven-box and attract more traffic from local search queries.
By studying the Maps content for your local area, you can even find the top Places reviewers in your region. By reaching out to these reviewers, you could build a far more visible Google Maps listing that attracts new customers to your business.
What Businesses Can Benefit From Google Maps?
Any type of business that depends on local customers can benefit from a prominent listing in Google Maps. From big-box retailers to small restaurants, any local store is going to see serious benefits from being listed higher in Google’s local index.
After all, with over 150 million active users, Google Maps has a huge audience. Like other aspects of Google search, the Maps audience is also specifically looking for the products and services your business offers whenever they search for keywords that are related to your business.
From automotive service centers to costume stores, big-box consumer electronics retailers to small pizzerias, any type of local business can benefit from improving its Google Maps listing. The benefits include new first-time customers, a strengthened brand, and a far greater level of visibility in your local community.
Take a proactive approach to Google Maps marketing and your business could see real benefits from its actions. From new walk-in customers to increased attention from local publications, the benefits of a greater Google Maps presence are many.
In 2007, the New York Times shocked readers by revealing that we see over 5,000 advertising messages per day. It’s a staggering number, and a revealing admission that of all the advertisements we see each day, very few are memorable.
Local businesses can report much the same: of their billboards and display ads, only a few of the thousands of people that walk past them every day can remember what they were advertising and why they offered value.
Offline advertising, it seems, just isn’t as effective as it once was. With customers in major cities paying less and less attention to billboards and flyers, businesses are taking their ad budget to a more measurable medium: the Internet.
Read on to learn about the five biggest advantages that online advertising mediums such as Google Adwords offer that traditional local advertising methods simply can’t match.
Adwords is measurable
Measuring the customers you get from a billboard is tough. While some customers might mention where they heard about your business, the vast majority fail to tell you where they heard about you – or in some cases, where you found them.
Adwords, on the other hand, makes it incredibly simple to track visitors from search keyword to advertisement, from advertisement to landing page, and from landing page to checkout. Every step of the process, and it’s all in one simple platform.
Adwords is scalable
Scaling your Adwords budget from $20 per day to $200 per day is simple. Scaling your billboard campaign, however, requires a series of phone calls, several weeks, and a considerable budget for artists and raw materials.
One of the biggest advantages of online advertising is its scalability. Whether you’re aiming to rapidly expand your local customer base or sell lots of inventory in a huge discount sale, online advertising makes it easy to expand your audience in a hurry.
Adwords is affordable
Online advertising is very lucrative for businesses with the skills to optimize their campaigns properly. With the right conversion optimization, you can source new customers online for a fraction of the cost of acquiring customers via billboards.
While online PPC is undoubtedly an expensive venture early on, once you’ve found profitable keywords and effective ad copy, you can source new customers at prices that make radio, offline display, and newspaper ads seem very overpriced.
Adwords is easy to use
From setting your budget to testing different advertising images, using Adwords is far from difficult. While offline advertising is also easy to set up, you’ll often spend most of your time waiting for other people to take action on your campaign.
Adwords gives you a hands-on, user-friendly interface for managing your search and display campaigns. If you aren’t interested in managing them yourself, it’s an easy process to set up Adwords campaign management with a marketing agency.
Adwords is flexible
Want to capitalize on a hot new trend? While billboards and other offline display ads would take weeks – if not months – to set up, a timely new Adwords campaign is up and running in minutes.
Adaptability is key, particularly in today’s economic climate. Search marketing gives you the ability to rapidly adapt to new challenges and capitalize on opportunities – a process that’s far slower and less effective in the offline advertising world.
From phone numbers to the right search keywords, certain items are ‘must-haves’ for local businesses to achieve their targets online. Thanks to the synergy that can be achieved with the right design, the right SEO strategy, and the right conversion optimization, taking an itemized approach to online marketing is a great idea.
In this mini-guide, we’ll share the six must-have elements for local online marketing success. From simple yet effective design to vital location data, read on to learn what your local business does and doesn’t need for online marketing success.
A visible, memorable phone number
Many small businesses make the mistake of directing their online traffic to a ‘contact us’ page for online lead generation. While this is a great way to generate leads in the background, it can often result in a terrible hit to your total conversion rate.
When it comes to local business, most customers want to talk to you instead of just receiving an email response. List your phone number prominently on your website and you’ll encourage prospects to call you instead of simply message you.
For optimum branding, you may want to invest in a premium 1-800 number for your business. This makes it much easier for customers to remember your phone number, helping them to choose you over a competitor for any repeat business.
A light, clean, and simple design
If your business offers several services, you don’t need an overly complicated or flashy website. Stick to something simple – a small, accessible website that shows prospective customers and clients what you offer and how to contact you.
Many businesses make the mistake of thinking that their design will have a huge impact on their business, and that they need to use something complicated to be competitive. Stick to a simple and professional design for optimum results.
An intuitive, user-friendly contact form
While your first goal should be to close prospects over the phone, your second goal should be to have a clear, easily accessible contact form ready to capture leads that aren’t interested in talking on the phone.
Create a large, user-friendly contact form and link to it from your product/service pages, your homepage, and other parts of your website. A good call-to-action at the bottom of your page content can have a huge positive effect on your conversion rate.
To simplify your online lead generation, it’s also worth installing a plugin that sends all of your contact form enquiries to a specific email address. If you don’t have time to monitor this, consider sending them directly to a member of your sales team.
Sales-driven, keyword-focused content
Every website needs to be optimized for both search engines and customers. Avoid falling into the trap of optimizing your website purely for search, and using boring, overly keyword optimized articles that scare away potential customers.
Take a light-handed approach to SEO, using keywords intelligently but not so much that customers feel alienated and ignored. By combining smart SEO with good sales copy, you can convert visitors while still achieving success with search engines.
A branded, non-SEO domain
Over the last five years, web users have grown used to seeing keyword-optimized domain names in the search results. These domains tend to be exact matches for a certain keyword phrase, giving them a rather ‘spammy’ look that’s associated with cheap and quick SEO.
If you’re aiming to build a powerful, memorable long-term business, avoid using a keyword-optimized domain name. While there is a slight SEO bonus from having your target keywords in your domain name, it’s been reduced significantly in the last few years, and the spammy look can often do more harm than good.
An address and Google Maps listing
If your business deals primarily with local customers, it’s worth adding a Google Maps listing to your business profile. Publish your address information on your website and ask customers to leave reviews to improve your local visibility.
Thanks to the immense popularity of smartphones, a lot of customers now search for local businesses while on the go. This makes Google Local a huge priority for a variety of local businesses, particularly those that offer food or services.
While some businesses will benefit more than others from Google Local, it’s always worth spending the small amount of time required to optimize your website for this potentially lucrative traffic source.
Regardless of how many visitors you can attract to your website, you’ll fail to make any sales without an action-driven design. From phone numbers and contact forms to sales-driven copy, piecing together an action-driven website is an important yet frequently ignored aspect of online marketing.
In this five-step marketing guide, you’ll learn how to add elements to your website that make it easier for customers to contact you, and easier for you to contact any prospective customers.
Place call-to-action buttons and information above the fold
Call-to-action buttons are simple web buttons that your visitors can use to sign up for your service, send their contact information to you, or request more information about the products and services that your business offers.
Not only are these buttons helpful for grabbing the attention of visitors, but they’re immensely valuable for increasing your website’s conversion rate and making the most of your traffic.
Place call-to-action buttons above the fold – in the visible part of your website and not in a position that requires any scrolling – alongside actionable information like your sales team’s phone number or your business’s contact form.
Use lead capture forms to generate names and phone numbers
Lead capture forms are smaller, less intrusive versions of the standard ‘contact us’ form that you’ve seen on business websites. Instead of requiring you to write up a full email, they ask for two simple details: your name and your email address (and occasionally, your phone number).
These lead capture forms can be immensely valuable to your business, especially if you have a driven and capable sales team behind you. Place a lead capture form in a prominent position on your home page and pass the data on to your sales team for telemarketing.
Got a sales team? Add live chat to close sales while they’re live
Live chat boxes can be labor intensive, but they’re capable of generating excellent results for your business. These helpful chat boxes sit in the bottom corner of your website and allow customers to interact directly with your sales team.
Because of this direct access to customers, you have an excellent opportunity to answer questions and sell your product or service – albeit indirectly – to people visiting your website. Test a live chat application on your website and use it as a permanent sales tool if the earnings justify the use of your sales team.
Use action-driven sales videos to your business’s advantage
Video is a very powerful marketing medium, especially when paired with a highly optimized website design to capture leads. Just like you’d use a television advertisement to sell your product to a new audience, use an online ad to catch the attention of your visitors and sell them on the benefits of your product or service.
A one-minute marketing video is an excellent ‘primer’ for getting your audience in the mood to make a decision. One of the best ways to convert visitors into valuable sales leads is by installing a lead capture form beside your video, allowing visitors to enter their contact information after learning about your product’s benefits.
Place call-to-action fields below blog posts and informational pages
A lot of businesses make the mistake of keeping their blogs and websites separate, either in form of in design. Since many of your blog readers will be interested in the products and services that your company offers, it’s worth installing a call-to-action field or lead capture form on your blog as well as your website.
Simple call-to-action buttons below blog posts alerting your readers to your latest products and services are excellent for driving traffic. A lead capture form in your blog’s sidebar is also an excellent tool for generating warm sales leads that can be used for direct marketing campaigns.
Ask an SEO how they source target keywords and you’ll probably get a variety of answers:
“It’s intuition – I know what will convert, and what people will search for.”
“I use Google’s Keyword Tool and choose results with high search volume.”
“I search for obvious keyword and pick the one with the most results.”
While intuition can be very useful in online marketing campaigns and Google’s free Adwords Keyword Tool is immensely valuable for SEOs, neither of these popular and established methods of selecting keywords are the best for SEO success.
The best keyword research tool for effective SEO isn’t free, but it works. It’s Google’s very own Adwords advertising platform, and with the right strategy it’s the ultimate keyword research and testing tool for data-driven SEOs.
Why SEO campaigns without Adwords data often fail:
A lot of SEOs are hesitant to invest in paid search marketing. Since SEO traffic is free – aside from an obvious investment of time and energy – they reason that it’s a much better idea to choose keywords with strong traffic and optimize solely for them.
If traffic is your only goal, it’s an intelligent strategy. After all, keywords that attract a large number of searchers can put your website in front of a large audience, and a large audience is bound to be filled with buyers – right?
Not so. As any PPC marketer can tell you, not all keywords are winners. In fact, a very large number of keywords that might look like winners at first glance are the direct opposite – popular yet worthless search terms that attract tire-kickers, not buyers.
Starting an SEO campaign without proven data on which keywords will bring you customers and which will bring you tire-kickers is a recipe for disaster – a recipe that, in this case, could cost you a significant amount of wasted time.
How Adwords can rapidly speed up your keyword research:
Never build links or optimize your on-site content without conversion data for your target keyword. This lets you know exactly what you can expect when your website reaches the first page of Google for your target keyword – a roadmap, if you like.
Before you add a new keyword to your SEO plan, run a small test using the Adwords Search Network (preferably with partners disabled) and a modest budget. As little as $100 can often buy you actionable data that proves a keyword is worth targeting.
During your keyword test, use a headline that’s similar to – or better yet, exactly the same as – the headline used on your organic results. This guarantees that you’ll see the same conversion rate from organic traffic as you will from paid search traffic.
A great way to quickly assess keywords is to start a small Adwords campaign with ten of your highest-traffic organic keywords. Let them rack up a few hundred clicks each and then check your conversion data to find the winners.
You might be pleasantly surprised by which keywords convert, and which don’t. A lot of the keywords that you might have thought were profitable might not be, and keywords that you previously ignored might be lucrative, attainable assets.
Expanding your SEO campaign using data from Adwords:
One of the best ways to expand your SEO campaign is to gradually turn off your paid search ads as your organic results begin to move up the rankings. As you move from the second page to the first for “online marketing” – as an example – delete the target from your campaign and let your organic result capture the traffic instead.
Then, take the budget that you were spending on “online marketing” and move it to another keyword. You can keep repeating this process as you find great keywords, expanding your campaign by actionable data rather than by optimistic intuition.
Adwords data is by far the most reliable information for SEOs, which is why it’s very surprising that so few SEOs invest heavily in Adwords. By arming yourself with this valuable research tool, you’ll be able to rapidly craft effective SEO campaigns.
There’s nothing worse in the world of Los Angeles SEO than wasted time. Drive your campaigns forward using data and for a small cost, you’ll be able to reach the top of the search results in a fraction of the time that your competitors will need to catch up.
It takes more than just horsepower to build the ultimate vehicle. From steering to braking power, there are hundreds of important components that go into building an exceptional automobile. Invest too heavily in one aspect and you produce a car that isn’t balanced – a high-speed machine that’s incapable of turning a corner.
A lot of SEOs make the same mistake when they’re building campaigns. Instead of aiming for balance – on-site optimization, diverse inbound anchor text links, and a high quality link profile – they spend all of their resources on link building without ever thinking of the other elements of SEO.
A great SEO campaign is rounded – it uses many concepts, but never veers too far in one direction. Today, we’ll be covering one of the most frequently ignored yet vitally important aspects of SEO: on-site optimization.
Before you build a single link to your website, write a single guest post, or publish a single directory listing, make sure your website possesses these eight essentials for successful on-site SEO:
1. Optimized Page Titles
Are your titles descriptive, keyword-oriented, and useful? A good page title should include your target keyword prominently. For example, if your website is targeting ‘blue widgets,’ your page title should use ‘blue widgets’ as part of a sentence.
2. Click-Friendly Meta Descriptions
When you think about it, SEO is the art of getting Adwords ads for free. As such, you should apply the same optimization principles to your search listings as you would to an effective Adwords search advertisement.
Use action words like ‘click here’ or ‘enter’ in your meta description to encourage visitors to click through to your website. Also, remember to include your keyword as part of your meta description for a simple, user-friendly SEO boost.
3. Non-Excessive Keyword Inclusion
The days of extreme keyword density are, quite thankfully, behind us. Today, there’s little value in stuffing your content with search keywords. Take a modest attitude to keyword inclusion and try to aim for 2-3 target keyword uses per page of content.
4. Relevant Complementary Keywords
Google’s search algorithm takes a variety of factors into account when it judges a page for relevance. One of these is the usage of related keywords – keywords that, despite not being your exact target keyword, are related to its subject matter.
If your page is about ‘soft mattresses,’ for example, it makes sense to include a range of complementary phrases like ‘comfortable mattresses’ and ‘bed mattresses.’ While these aren’t your exact keyword, they will help Google determine your page’s theme.
5. Enough Content
In the early days of SEO, 200 words of relevant content was enough to achieve top-ten rankings for the toughest keywords. Today, it’s barely enough to crack the first twenty results for a low-traffic, non-commercial keyword.
Aim to have at least 500 words of content on each page of your website. If your page targets an exceptionally competitive term, having upwards of 1,000 words of useful content – better yet, over 2,000 – will give you a large SEO advantage.
6. Images, Videos, and Rich Media
There’s more to SEO content development than just text. Include images, videos, and other media on your website and you’ll experience a far better improvement in your search rankings once you start building inbound links to your page.
Try to create the ultimate resource for your key phrase. Again, if your business sells ‘soft mattresses,’ try to include a video guide to picking the ideal mattress, complete with prices, recommendations, and other relevant information for customers.
7. Tags and Categories
One of the best ways to quickly theme your page for search engines is to include tags – descriptive words about your page’s content – and categories. If you use a CMS like WordPress, this is as easy as creating custom tags and categories in the Dashboard.
As well as post tags and relevant categories, remember to add descriptions to your images. Use the ALT text section to include relevant information – preferably with your search keywords – about your on-site images.
8. Relevant Interlinking
Your website sells hard mattresses, medium mattresses, and soft mattresses. Every piece of content on your website is an opportunity to interlink to a different internal page, boosting your on-site SEO in the process.
On your ‘soft mattresses’ page, include a link to the ‘hard mattresses’ page in your copy. Not only will this give visitors a better idea of your product range – it boosts your internal page themes by giving Google a greater idea of each page’s subject.