Essay on Search Engine Optimization and Content Marketing

• Discuss the process of keyword research including potential tools and measures. Include reference to how this connects to the user journey and put this in the context of a business-to-business organization.

Keywords are very vital for every business organization with a website since they increase targeted web traffic at no cost. In selecting a keyword for a business, it is critical for the involved parties to put some time and thought into researching keywords. According to Rowles (2017), keyword research entails analyzing and finding terms that individuals feed into search engines. Once those search terms have been found and analyzed, they can be used for a specific purpose such as general marketing or search engine optimization (SEO). The process of keyword research can help businesses uncover customers and major fields to target based on the popularity of the searches. In other words, keyword research provides business organizations with insight into the queries of the target audience helping them formulate a branding and marketing strategy.

A well-executed keyword research process can help an organization to establish major search terms to target. In that way, the business organization can implement a strong keyword strategy that assists them to find the most relevant search terms. To kick off the process, businesses need to establish a list of the most vital topics based on what they offer. For instance, a car components wholesale and retail shop can use specific topics such as rims, engine, and shock absorber to come up with some specific keywords since these topics are probably what the target audience will search.

The second step in keyword research is to understand how the customer’s intent influences the keyword research and analyze accordingly. Every customer seeks the help of search engines hoping to find a solution to their problem. Therefore, any business web page needs to address the customer’s problem. Keywords need to create value, both for the business and target audience (Rowles, 2017). Through digital branding, an organization can bridge the gap between the business objectives and the value proposition of the target audience (Rowles, 2017). By matching consumer’s intent and value, the business can rank well on search engines like Google.

The other step is to research related search terms. This process entails thinking of common keywords searched by people about a specific topic and look at the search terms that appear when a keyword is entered into Google. Suggestions will appear after the search and they can be used to create other keywords. Lastly, it is crucial to use keyword research tools such as Answer the Public, Keywords Everywhere, Google Trends, Ubersuggest, and Google Analytics to get more insight on alternatives for the keywords.

Answer the Public is a keyword research tool that combines various searches from search engines such as Bing and Google and organizes them into categories based on queries made by people on search engines (Answer the Public, 2021). This tool is invaluable for business-to-business organizations because it allows them to know their target audience and their preferences. More importantly, instead of the user going through a vigorous process of looking for a perfect keyword, the tool helps the user target the keyword research. This not only optimizes long-tail keywords but also saves time.

The other vital tool that significantly simplifies the keyword research process for businesses is Keywords Everywhere. This keyword research tool allows the user to find the appropriate keyword and provides accurate search volume, cost per click (CPC), and competition data (Keywords Everywhere, 2021). With this tool, users can save a lot of time that could have been spent researching and comparing keywords on multiple search engines. Generally, Keywords Everywhere provides organizations with a huge competitive advantage.

Google Trend and Ubersuggest are also essential tools that aid in keyword research. Google Trends provides its users with information on how people search and shows trends over time and compares search terms (Rowles, 2017). With that information, businesses can optimize their processes to match customer needs. Consequently, Ubersuggest helps businesses discover new keywords. It helps its users to increase traffic by providing them with an insight into strategies used by competitors so that they adopt, improve them and gain a competitive edge in the market (Neil Patel, 2021).

Lastly, Google Analytics as a keyword research tool shows multiple search term variations within a specified time. It is an important tool for businesses since it allows them to create a list of the most relevant keywords that can be used to optimize their web pages. by using this tool, users can select the best keyword that drives leads and attracts more customers.

Analytics in e-commerce for example remains instrumental in allowing businesses to view and understand its activities on its websites and on apps, allowing them to understand the sources of traffic. The use of analytics equally allows businesses to track the desired outcomes to some extent, allowing companies to determine the onset of factors that may limit or inhibit their operations (Rowles, 2017). However, it is essential to underscore that web analytics primarily takes use and cognizance of the last click approach that allows firms to focus on its activities that include the number of downloads, the traffic generated, and the preceded downloads. Rowles. (2017) states that.” It is however uncertain that analytics does not provide all the necessary steps before completing the last procedure. Just because clients visit a company’s website from a specified search engine and download content may not translate into the fact that the search engine is responsible for the downloads”. Customers may have visited other websites severally before arriving at the decision to download content from one of the sources. Businesses therefore need to understand these factors and features to remain competitive.

• Describe the role of content at different stages of the user journey and how you would apply this to a product-based e-commerce business.

In the current business world, competition continues to increase due to the increased usage of the Internet that has resulted in more online customers. As a result, content marketing is vital for businesses to achieve a leading position in the market. Despite these advancements, many businesses are still lagging in promoting their products. Businesses need to develop a digital branding strategy that is aligned with the user’s journey to gain a competitive edge in the market and attract new consumers.

The primary challenge for many e-commerce businesses is to deliver engaging content to consumers that are at various phases of the user’s journey. These stages include awareness, consideration, decision, and loyalty respectively. For businesses to deliver relevant content at each of these stages, they need to understand the main concepts of digital transformation in a radically changing environment (Rowles & Brown, 2017). In doing so, they can have a clear understanding of user’s wants and preferences enabling them to create an effective brand and marketing strategy.

The first stage of the user journey is awareness, and at this stage, a consumer has a problem or a need that requires attention. Content made during this phase should grab the attention of potential customers and entice them to buy the organization’s products. A product-based e-commerce business during this stage can use content like blog posts, social posts, giveaways, or Facebook and Youtube videos to inform the audience. By publishing awareness content on the business’ website and social media platforms, the business will establish itself as credible. In doing so, more potential customers will be encouraged to visit the website and share the content, improving the business’ ranking in search engines. In addition, an e-commerce business can use the awareness stage to reveal to potential customers what it can help them achieve in terms of efficiency and satisfaction.

The second stage of the user journey is a consideration. At this stage, customers know their needs and are considering their options based on product prices and the best company. They may not be ready to buy a product, but need to narrow down their choices. During this stage, a product-based business needs to create brand awareness by using content techniques that differentiate them from competitors. For instance, businesses can use podcasts and demo videos to offer convincing arguments and educational facts. According to Rowles (2017), brand awareness builds brand image which may result in the business establishing stronger relationships with potential customers.

The decision is the third stage of the user journey and entails a customer deciding on which product to buy and makes the purchase. Since the buyer is already educated it is upon the business to convince the customer to select their product. Therefore, it is important for businesses during this stage to address the concerns of the buyer with more targeted content. A product-based e-commerce business can use this decision stage to create content that convinces buyers that its products offer the best solution to their needs. Such content can include product reviews, customer testimonials, and return policies. The business needs to ensure the content communicates value.

The final stage of the user journey is loyalty. At this stage, the customer has already made a purchase. However, it is vital to provide them with enough value so that they can make a purchase again. Hence, a product-based business needs to regularly remind consumers of experience, encourage retention and create brand advocates (Court et al., 2009). Buyers need to know why they value your business. As a result, during this stage business needs to create content that expresses that you care about them. Such content can include loyalty discounts, contests, and user-generated content.

Content at different stages of the user journey plays a big part in making a sale. However, not any content will be relevant to a potential customer. As a result, product-based e-commerce businesses need high-value content that appeals to customers and convinces them to advance through the stages. With high-value content, a business can achieve a competitive edge in its operating industry since it can satisfy customers’ needs and at the same time, address their problems.

Put into context as imbued in the views of Rowles (2017), several of the provided cases herein depict how a myriad of digital channels may provide an organization with value. However, the author establishes the need for a proper understanding of a targeted audience as this marks the first journey to the achievement of value through the use of analytics. Digital branding therefore serves as the sum total of the experiences that companies encounter online, a provision that relies on value. Value in this case is generally driven from the developed content that may provide educative substances informing individuals about issues and building their trust on a product.

References

Court, D., Elzinga, D., Mulder, S., & Vetvik, O. J. (2009). The consumer decision journey. McKinsey Quarterly, 3(3), 96-107.

Discover what people are asking about. Answer The Public. Answerthepublic.com. (2021). https://answerthepublic.com/.

Keyword research on the go. Accurate metrics right where you need it. Keywordseverywhere.com. (2021). Retrieved from https://keywordseverywhere.com/.

Neil Patel. (2021). Ubersuggest. Neil Patel. https://neilpatel.com/ubersuggest/.

Rowles, D. (2017). Digital branding: a complete step-by-step guide to strategy, tactics, and measurement. Kogan Page Publishers.

Rowles, D., & Brown, T. (2017). Building digital culture: A practical guide to successful digital transformation. Kogan Page Publishers.