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Search Engine Optimization – Bringing people to a website that offers unique services and products through research and good decisions
The world in which Heatbrain finds ourselves, is a world full of customers who have genuinely unique services and products to offer. While this is a great thing for us (unique marketing objectives, great challenges for designing and developing solutions that are truly outside of the common ‘box’) This means, quite often, that our customers are selling things that people don’t quite know to look for. How is one to bring users to a website that offers services and solutions to the problems they have in a way they aren’t considering? The answer is actually quite simple.
Before we get to the answer, however, let’s talk about what research actually is when it comes to search engine optimization. As a note, this article is written for new website owners, long standing website owners have a unique research process that they can use if they have Google Analytics installed in their website (for researching ‘historic data’). Research for a search engine optimization campaign revolves around figuring out, through thorough analysis, exactly what people are searching for, and how competitive those search terms are in consideration of optimizing them into your website. This takes the form of analyzing keywords via data producing tools such as WordTracker. It also takes the form of doing literal searches on Google, Bing, Yahoo, etc. As a researcher you try to paint a picture of what the landscape looks like for the words, phrases, and
"keywords" that are associated with the website and webpages you are going to be optimizing for organic search engine optimization.
Now, to answer how one brings users to a website that offers services and solutions to the problems they have in a way they aren’t considering: bring them in just like a brick and mortar store does during a sale. Let me explain; when a brick and mortar store holds a sale, while they would love to sell the item they have on sale, the real goal is to simply bring people into the store to purchase everything else that isn’t on sale. Consider your lucrative keyword opportunities as the coupons or sale items for your website. They bring people
in who are looking for one thing, allowing you to present them with a plethora of other related offerings. Essentially, When your website is offering a unique service or product, you have to bring people in through conventional means and introduce them to your niche offerings in a
richly informative environment that gives them the information they are looking
for, and introduces them to things they may not have considered, or known to
consider.
Case in point: while doing research and generating a keyword analysis for a recent project that we have been working on, our customer needed to figure out how to convey their special style of psychiatry to patients who are suffering from common diseases and disorders. We discovered that while no one was searching for the
unnique words and phrases that 'best' described the [niche offerings of their] organization, people were searching for information on their health problems, treatments, diet recommendations, etc. Since our customer helps their patients solve all of these problems with their unique style of psychiatry, all they need to do is generate content that puts information on those commonly searched terms infront of the people looking for them. If they write compelling content that introduces these searchers to their brand of medicine, they have effectively brought someone in looking for information on their disease, and introduced them to this organization’s special offerings. To summarize: while no one was looking for ‘holistic psychiatry’, everyone was looking for ‘medication for [pick a disorder]’
and other similarly generic terms (offering high search results, and
surprisingly low competition, thus qualifying these "generic phrases and terms"
as excellent optimization opportunities). All they have to do is write content on medication for that disorder
(or any number of possible topics) and simultaneously introduce them to their services. It’s a win win situation! Bring in people who are looking for exactly what you offer, make a compelling argument for your services, and you may have just found yourself a new customer.
Much of this comes down to understanding and interpreting the context of searchers. An obvious example of this is (referring back to our psychiatry
organization) when people search for information on ‘depression’, are they searching for information on economic depressions? Or how about the great depression? It would do us no good to bring in those users, as they have no interest in what this website is offering; and it’s downright misleading. Thus, research isn’t just about stacking numbers together to figure out ‘lucrative search phrases’, it’s about combining the science of research with the art of understanding the human experience. Do it well, and you’ve got an incredible combo for a successful website and SEO campaign.
