Regardless of the industry, regardless of the niche, you need to market your new business online. Yes, even if you’re making homemade cookies in your spare time but have the goal to make it your full-time job. Why? Because using Instagram stories to promote your business will only get you so far in this competitive digital marketing landscape. Everyone is online nowadays, which means that you need to leverage effective marketing tactics to stand out, build a recognizable brand, and guide customers to your company.
One of the essential marketing tactics you should employ to achieve these goals is, of course, search engine optimization. This is a time-tested tactic that has proven to deliver tangible results, albeit only with meticulous and continuous optimization over time. Instead of trying to grow your startup with paid advertising, you need to focus on building awareness, recognition, and brand reputation, so let’s take a look at the most cost-effective SEO tactics that will give your startup that much-needed boost.
Capitalize on the relevant keywords
First and foremost, understand that keywords are one of the fundamental pillars of successful SEO. They help Google rank your site for those key phrases that people are typing into the search box, they drive your content strategy and give you ideas on content topics, and they will even influence the way you choose your domain name. What’s more, keywords are the cornerstone of your link-building strategy, which we’ll cover in a minute or two.
So, how do you capitalize on your keywords?
- Research relevant keywords and pick the right ones for your business. It’s not just about trying to rank for the keywords with the highest search volume – it’s about choosing the keywords that aren’t that competitive, but are highly relevant to your business and niche.
- Learn about search intent. You need to know what people are expecting to find by using certain keywords. This is called search intent, and it will help you weave various different keywords into your content.
- Update your keywords regularly. Don’t just run a one-time keyword search, instead, be sure to research relevant keywords on a regular basis, and update your content strategy as needed in order to stay relevant.
Start making quality SEO-driven content
Speaking of your content strategy, one of the pillars of SEO-driven content is, of course, value. The value your content brings to your audience, your customers and the industry as a whole will have a big influence on your brand’s perception in the competitive online world, and help Google rank you higher on authority and trustworthiness alone. When your content delivers value, your audience will visit your site more frequently, stay longer, and share and mention your content across the web.
To achieve all of this, you will need to focus on creating quality in-depth content on a regular basis, weaving relevant keywords into the headings and body of the text, and diversifying your content offering. Don’t just stick to articles, but expand to videos, infographics, podcasts, and more.
Boost your local exposure
Ranking high in the local SERPs can push a startup forward as a whole and help it become an authority figure in the local marketplace. In turn, this will not only generate a stable influx of fresh leads, but it will also drive customer retention, brand recognition, and trust, and it will set the stage for expansion down the road. Take the Australian digital marketing scene as a prime example.
In highly-competitive regions across Australia, startups need to focus on local optimization to stand out. That’s why companies operating in Melbourne need to rely on specialized SEO for Melbourne to drive their business up the local SERPs and establish a strong presence in their region, instead of appearing somewhere around Sydney where they don’t have a single customer. Take this example to heart, and focus on your own local SEO strategy to build local brand authority, and slowly but surely expand into other regions and even abroad.
Focus on your backlink strategy
Every website that shares a link that leads online traffic to your site will become a part of your backlink portfolio. However, it’s not just about getting your link published, it’s also about getting a do-follow link, and getting your links published on authority websites that enjoy a positive reputation with Google, and the online community.
Be sure to research authority sites in your industry and niche, check their standing in the SERPs, and then reach out for a potential guest post. It’s important that you only use white-hat SEO tactics that will generate links organically, as you don’t want to get penalized by Google and discredited in the process if you use any shady tactics.
Capitalize on user experience metrics
And finally, be sure to leverage those all-too-important UX metrics to boost your site’s ranking. Google puts emphasis on:
- Websites that are responsive and easy to navigate.
- Sites that use Accelerated Mobile Pages to optimize browsing for mobile devices.
- Sites that have fast loading times.
- Simple and straightforward site structures.
- Websites that safeguard customer data and have the certifications to prove it.
It’s not easy to make your marketing strategy effective or cost-worthy when faced with fierce competition, let alone when you’re the “new kid on the block”. That’s why it’s important to choose only the marketing tactics that have the most sense financially and strategically. Make sure to focus on your SEO efforts in order to give your startup the boost it needs to establish a foothold in the market.
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