As you may know, SEO is a long-term play and going through some changes with ChatGPT replacing a lot of search queries, but it is still a major player in driving awareness.
If you have a lead magnet, a compelling offer, conversion optimized landing pages, social proof, etc. SEO can work well as part of an ecosystem.
At a high-level, this is how I would approach it:
Site Audit
First, I would do a site audit. Essentially, figure out what deficiencies may exist (page speed, dead ends, meta descriptions, proper structure, etc.), and then create a plan to fix those issues.
Content Pillars
Then I would map out the content pillars you want to rank for, i.e. some number of categories (e.g. 3-5) that you want to target. For instance, if you are selling protein bars, you may want to create content for – nutrition, fitness, mindset. So all your content will be about one of those categories, or pillars. Think of a capital T – the top line is your content pillars, the bottom part of the T is how deep you go into each pillar.
How Google Ranks Sites
Google search engine results pages (SERPs) show content that is trusted and relevant. You build trust and relevancy by showcasing you have a depth of knowledge or expertise on a particular subject – also known as content batching.
Another a major trust signal for Google is backlinks – in other words, do you have reputable sites that link back to your site?
With these two things, you can create what’s called ‘Domain Authority’ – the higher your domain authority on a particular subject, Google will trust your brand in the future to show people in SERPs.
Keyword Research
Next, I would do keyword research to figure out the key phrases related to each of those pillars, looking at search volume and difficultly to rank.
Here, we’re looking for high search volume, low difficulty (i.e. low competition).
Content Calendar
I would create a content calendar to figure out who is going to write each topic, when is it due, etc.
Content Strategy
Then I would put together a content strategy and promotion plan, also known as distribution. Essentially, once we have the content, how can we amplify it? How can we repurpose it into other mediums and platforms. I would set aside a small ad budget ($20-$100 per post) to amplify each post. With just a $100, you can get thousands of your target audience to see your post.
Indexing
Once a post is live, I would index it on Google so that it will appear in search. This will eventually happen automatically, but you can speed up the process in Google Search Console.
Blogs don’t usually convert people, but they are great for brand awareness. Think of them like a billboard – people see it and become aware of you, but they may not take a direct action afterward.
Retargeting
Once someone is on your site, you can create a retargeting campaign (i.e. paid ads) so that anywhere they go, they’ll see your brand. With enough exposure, if they are in market and ready to buy, they may think of you first.
E.A.T.
Developing strong brand presence and market leadership is about establishing E.A.T. or Expertise, Authority, and Trust.
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