Targeted Content: Know Your Audience

In a previous blog post, we talked about the importance of creating content designed specifically for the people in your niche, whatever it may be. By creating content tailored to the people who are most likely to buy your product or service, you’re creating a much more efficient and useful collection of information.

The next step is improving your reach when it comes to your niche. As specialized as your company may be, you still need to play the digital game in order to show up in search results. Remember, few people go beyond the first five or six google results, and they rarely click multiple pages into the results. Use the unique parts of your company as tools for standing out among all the noise.

Develop A Keyword Strategy

Make a list of some of the terms or phrases that most adequately represent your business. As you create content, keep the list handy as a reference tool. The more you use those terms in your content, the more visible you’ll be. Make sure to pepper in plenty of location-based language, too; when folks are searching for a product or service in their area, they usually include their city or region.

Use Non-Traditional Terms

The reality is that bigger companies will always rank better when it comes to highly-used industry jargon. We at Araymus have experienced this ourselves, and it’s the reason we don’t show up to work every morning and try to write content for “digital marketing in the United States.” While it is important to include the standard language associated with your industry, it’s also a good idea to coin a few terms or phrases of your own.

Instead of a blog post about customer service, you could release a short statement about your commitment to “Customer Gratification.” That’s just a basic example, but try to come up with one of your own that replaces a highly common term within your industry.

Inform Content With Analytics

It’s not as hard as it sounds! Even a simple program like Google Analytics can give invaluable insight into how you’re ranking for certain keywords. For some terms, you may be so far from ranking that it’s not even worth the trouble of creating content around them. For others, you may rank so well that it’s not even necessary to sink a bunch more time into boosting them.

The terms you really want to focus on are the ones that you’re almost ranking well for, but aren’t capitalizing upon quite yet. That means second, third, or fourth page results that are findable, but only for the most dedicated of searchers. Those are the keywords with the most potential and the easiest path to higher traffic.