From beginners to experts and everyone in between, understanding how search engine optimization (SEO) works can be tricky. Not only do you need the right keywords to soar to the first page of the search results, but you need to satisfy Google’s everchanging SEO requirements, too. And even after following the rules, there’s a chance you may not see any results from your efforts.
But what if we told you we have a completely different way to get your business to rank higher without the technical confusion? At Zero Gravity Marketing (ZGM), our digital strategists understand that there are all kinds of lenses that you can look through for SEO. One of them is peering down at the search engines past the top of mind perspective.
To begin, let’s take a closer look at top of mind thinking:
If you have read our recent blog post, Top of Mind Series Part 1: What Questions Should We Be Asking Our Audience? you have a new, in-depth understanding of top of mind thinking. Haven’t read it yet? We can fill you in. Top of mind thinking is exactly what you think: all of the information you already have at the forefront of your mind. And what many companies don’t realize is their marketing strategy may be struggling because their entire plan includes top of mind thinking.
So why is this a bad thing? Well, when a shopper sees a website, advertisement, or social post providing them with what they already know, they lose interest. Of course, an extremely important part of marketing your business is establishing who you are and what you do, but once the groundwork for your company has been laid out, you want to begin pushing past that top of mind thinking.
Your goal is to use your brand’s messaging to go past the top of your audience’s minds into their subconscious and provide solutions to questions they didn’t realize they needed answers to. If you think your marketing is only scratching the surface, there’s a good chance you’re not making a connection!
Your messaging can make the difference between a lead becoming a loyal customer or deciding they relate to a competitor more. Let’s dive into four ways you can push past top of minding thinking to improve your SEO efforts:
There is no better way to succeed in SEO than by writing quality content. Creating blogs, case studies, and more specifically intended for your target audience increases site traffic, improving your website’s authority and relevance. That is why it is important to push past what your users already know and educate them on your industry or why they need your product or service. When you do that, you are that much closer to making a personal connection and establishing loyal customers.
Of course, when you write high-quality content, you have to ensure it stays fresh and up to date with industry changes. You can do so by refreshing your older content to show to your potential leads and the search engines that your website is still relevant. Continue finding new ways to understand site visitors’ motivations and provide them with the user experience (UX) they’re looking for through regularly updated content.
While it is essential to ensure you’re not using top of mind questions and answers to connect with your audience, keywords and metadata are still incredibly necessary for SEO success. Your goal is to have great content that engages readers and includes top-ranking keywords related to your industry throughout it. You don’t want too few search terms, but you don’t want too many to avoid keyword stuffing — it should be just right.
Pictures and other graphics are important to give your audience a visual of your company and elements site visitors can relate to. However, you need to make sure the sizing and formatting of all images you use are optimized for your website. By doing so, your site will have faster load times, helping to improve your ranking. Plus, having imagery on your landing pages is a great way to sneak in keywords. You can add them to the title or description of your products or services.
When you drill deeper into your intended users’ subconscious, you find brand new ways to target them with unique content they didn’t realize they needed. By pushing past basic marketing tactics and making personal connections, your company will succeed. All it takes is a balance of avoiding top of mind thinking and incorporating expert SEO strategies.
To find out more about ZGM’s SEO services, contact us today!