Rank Higher, Increase Website Traffic and Convert More Prospects
Organic search rank can be one of the most powerful tools for growing a business.
You’ll meet potential customers seeking information specifically related to your products or services in their time of need. And that aligns well with the concept of inbound marketing, which aims to understand customer pain points and challenges to provide a tailored solution to meet those needs.
To reach customers searching for information related to pain points, you have to know those pain points and know your customers. And you’ll need a plan for what happens next once you win the SEO game and start generating organic traffic on your website.
That’s where an inbound marketing strategy is invaluable because it doesn’t just focus on generating website traffic. With a holistic strategy, you’ll have a plan for getting prospects to your website, collecting their contact information, nurturing their interest in your company and converting them into customers and then advocates.
Benefits of Increased Organic Search RankWhile there are some obvious benefits of increased organic search rank, you might be surprised at some of the related benefits.
- Brand awareness even for those who don’t click to visit your website but see it in the top search results
- Greater visibility for your brand because more people will be introduced to it when seeking and finding answers to questions
- Quality leads come through your website, and they often convert better than other forms of traffic
- Greater customer retention and loyalty due to customers being able to find information related to ongoing challenges or product use information
- Cost-savings on advertising to attract new customers
- Sustainable ongoing traffic and leads once you start ranking for various related keywords
How Inbound Marketing Impacts Your Organic Search Rank
Let’s take a step back for just a moment and do a refresher on what inbound marketing is. HubSpot outlines inbound marketing as a method that “attracts customers by creating valuable content and experiences tailored to them.”
So instead of the company advertising on TV or a billboard where the company initiates the conversation, inbound marketing puts the power in the consumers’ hands to seek solutions when they are ready.
OK, now that we have that out of the way, here’s how inbound marketing impacts your organic search rank.
Your first step in an inbound marketing strategy is to get to know your customers. You can’t create valuable content and experiences for them if you don’t know them and their needs.
You’ll take some time outlining customer personas and diving deep into what you know about the challenges they face and the frustrations they’ve had with other solutions.
That knowledge of your customer will inform everything you do – every email, blog post, pay-per-click (PPC) ad, chatbot response, website headline – you get the idea.
Once your website and blog content reflect those pain points and serve as a resource for customers, search engines will see their value for answering queries.
The relationship between knowing your customers’ needs and developing content to respond to those needs and the way users seek out information via search engines is how inbound marketing and search rank are closely related.
Engaging Users Once They Arrive on Your SiteRanking for relevant keywords and search queries is just one element of driving highly qualified leads through your website. Inbound marketing helps you take SEO one step further and focus on engaging users once you’ve generated traffic.
SEO focuses on the strategic use of keywords within content. But inbound marketing is all about generating content designed to answer common questions or solve pain points a customer experiences, which makes the content more engaging. There’s still an element of SEO involved in inbound marketing content, but it isn’t content for the sake of keywords. It’s content for the sake of customer needs, which makes it more engaging.
When you write website and blog copy targeted at helping customers, your engagement will be far better, and you’ll likely experience the following benefits.
- Improved user experience
- Increased conversions
- Greater chance of repeat traffic
- Customers are more likely to become advocates
- Sales cycles are shorter
Delivering a Higher Google Ads Quality Score
Once you understand your customers and their needs, you’ll see another benefit: a higher Google Ads Quality Score. The higher your Quality Score, the lower your cost-per-click will likely be for that keyword and the higher your ad will rank.
GA Quality Score comprises three crucial elements:
Google evaluates how relevant each of those elements is to one another. A landing page and ad that include keywords you’re targeting will score well. Ultimately, Google wants to see that your ads are converting well because it shows that you’re delivering what the customer wants.
When placing Google Ads, you should target a Quality Score of 5 or higher, otherwise, you’ll pay more for your ads and your ads will rank lower.
Starting with an inbound marketing strategy and formatting your website accordingly will provide a firm foundation for a high Google Ads Quality Score because your site will have relevant keywords based on common search queries.
Driving and Converting Organic Website Traffic with Inbound Marketing
Inbound marketing focuses on more than just search rankings but on customer engagement and building a conversion funnel that makes website traffic more valuable.
Still unsure whether inbound marketing might be right for you, check out the CRO ROI Calculator to see how conversion rate optimization could bring greater value to your website traffic.
If you’re considering inbound marketing and seeking the right team of experts to make it possible, request a free consultation with Diaz & Cooper.