Many companies feel unable to compete on the Internet because they do not have marketing budgets. There is an incredible amount of opportunities for small or massive companies to win on Google without spending a penny on paid advertising. Hence, we created this article for you to help your business compete online to digitalize more and more customers.
The consumer is changing; Do not miss
Before we get into the strategy, we would like to emphasize why your digital presence is so important. According to Google, 71% of B2B researchers start their research with public research.
In the United States, approximately 13 million people search for construction equipment-related terms every month, three-quarters of which come from mobile devices. This means lots of opportunities for winning businesses in organic search. However, to win this ‘search-war,’ you have to appear on the first page of organic results on Google. You should note that 75% of all clicks on a given Google search go to the top three organic locations.
Position 10 on the first page, which is the final result on the page, has a 3% clickthrough rate (CTR).
What if you come out of the front page? THE total CTR on Google’s second page is 0.78%.
Let’s summarize these data:
- 71% of shoppers start online shopping.
- 75% of them click on Google’s first three organic points.
You cannot buy these customers. Does Google Adwords have an average CTR for sponsored results in the Business to Business (B2B) category? Yes, it’s 2.41%.
This means that you have a better chance of attracting customers to your site if you are the 10th organic site than you pay for a sponsored result. So how do you get to the first page of Google? This is called Search Engine Optimization or SEO.
Now, we’re ready to delve into the next steps in marketing your business company, and they all start with one thing: content.
You may have heard of the term “content marketing,” but talk about why it is so important for online competition and ranking in Google’s organic search.
Remember:
- 71% of shoppers start online shopping.
- 75% of them click on Google’s first three organic points.
- You have a better chance of attracting customers to your site if you are the 10th organic site than paying for a sponsored result.
The goal of content marketing is to turn your business into a resource for the most valuable customers. By implementing SEO content strategies in this content, you improve your ability to produce better results when potential customers and customers search for topics related to your business.
How to decide what to write
Making content marketing relevant turns your site into a magnet and attracts potential customers, not by directing your products to them. Before you start writing, you have to take several steps that focus on producing the most valuable content for your most valuable customers.
1. Identify Your Number 1 Major Customer
Start by identifying customers. Be intentional in this step and think about the person and not the business working with you. The next step is to determine who the number one most important customer is and the unchanged requirements of that customer.
Analyze your audience by asking these questions to yourself –
- What are the basics? That is, demography, geography, role
- What is really important to them?
- What work is to be done?
- What will buy them?
- What hesitation or problems do you have to overcome?
The best way to gather information is to ask your customers and ask them these questions. You will be surprised to see what you know.
2. Mapping Customer Issues to Customer Intent Stages
It is a common misconception that search is a strictly “bottom of the funnel” strategy, or in other words, only for customers who are thinking to buy a particular product or service. However, there are three other stages of intention or mindset that usually begin with a Google search.
The search types follow the same pattern for each stage of intent, and if the customer matches the intent stage, the clickthrough rate increases significantly:
- Discovery: These are additional questions about getting the job done.
- Explore: These are usually looking for a list of the best products to get the job done.
- Evaluate: At this stage, customers have limited their search to a few options that may suit their needs.
- Purchase: These are product-specific searches that most people think of when considering search engine marketing.
Start writing the questions from your most important customer’s perspective and map the questions into four steps of intent.
3. Conducting keyword research
The time has come to confirm this list of questions with keyword research. Keyword research helps determine what customers are looking for, how often they search for a word. Which keywords should you target?
Each keyword can be divided into three groups:
- Highly Searched: “Equipment Rental”
- Tail Center: “Equipment Rental near Dallas”
- Long Tail: “Scissor Lift Rentals Near Dallas”
While the first inclination will be to target the most demanding words, their chances of ranking are extremely low. SEO has a complex effect. It means that the more keywords you rank, the more likely you will rank for the most competitive keywords. Therefore you need to pay attention to long-tail keywords.
There are many ways to find out which long-tail keywords customers are searching for. Start with the previously searched questions:
- Check out the related search section at the bottom of the Google search page.
- Look at the “People also searched for” section of Google’s search results.
- Find relevant topic forums.
- Sign up for a Google AdWords account and use the Keyword Tool.
Make a list of long-tail keywords that relate to the questions in the previous section. To identify keywords, one has to find long-tail keywords to rank, which have relatively little competition and are worth having enough monthly searches at once.
Some Important Things You May Know:
- Low cost-per-click (CPC): Although CPC is the currency in which paid search is purchased, it can still be a useful SEO indicator. A low CPC means that some companies bid on it. The higher the CPC, the more companies will target this keyword.
- Low keyword difficulty score: SEO tools like SEMRush usually have a scoring system to determine the difficulty of ranking a particular keyword. This is measured by considering how authoritative the sites currently ranked for that keyword are and likely to outperform.
- Low traffic: Long-tail keywords have relatively low monthly traffic. In general, the more traffic a keyword generates, the harder it is to rank.
4. Identify your content property
A lot of content revolves around writing marketing articles. However, not all keywords are served by blog posts. You need to determine what assets you have and what deficiencies you have. In the case of construction equipment or component suppliers, common material elements are:
Blog: Here, you can create useful resources for customers who are in the pre-search, discovery, and exploration stages.
Product Page: The goal should be to become the best content for any of the products you offer and the best resource for customers looking for your particular type.
Category Pages: Category pages must contain rich information about a product category. Category pages can be a resource for customers who are in a search and discovery mindset and want to see which product meets their needs.
Video / YouTube: Video is excellent for shoppers in the discovery phase. Google recognizes the search’s intent and displays the video as the first result of the exploratory search. It is one of the main areas of opportunity for the construction market.
Frequently Asked Questions: Frequently asked questions can directly answer the questions described in this guide. Ask your salespeople which questions they like best and create a FAQ section with a separate entry for each question.
Review: Positive customer reviews have a significant impact on your SEO and measure Google’s credibility.
5. Create a Content Web
It’s time to put all the pieces together with your so-called content web. The content web is a tool I like to use to combine these different web centering steps around the customer. This tool allows you to track the content you create, the purpose of the content, and the creation of the following content. Content is the anatomy of the web:
- Focus on your primary customer.
- Second layer: topics you come up with in the past that interest your most important customer. This layer is about a piece of “column content” to regulate everything for a subject. This column content serves as an anchor, and any additional topics refer to this column content. When we connect to internal linking, we will get more from it.
- Third Layer: The keywords you research that customers are searching on the topics they care about the most. You need to support this layer with keyword research to know the search terms and search volume.
- Fourth layer: We have included content items targeting each keyword in the third layer, although there may be multiple content items for a given keyword, which may justify the fourth layer.
The essence of the content web is to avoid the workflow of creating content based on perception. There are many ways to make such content web.
How to Create Site Content that Ranks on Google
Over 4 million blogs are published every day. So how can you write content that Google considers worthy in the first place?
1. Quality of content: become an expert
Google 2020 updates focus on EAT. (Expertise, reliability, and reliability). Eat. Google sees this as a measure of quality. Content quality includes both the content of the content and the readers’ experiences with the content. Below are the primary factors involved in Google’s evaluation of the quality and experience of your content.
A) Depth of Content
A few things determine the depth of the content. Previously, they found that longer entries were more likely to end up in the top three than shorter ones and that the sweet spot of longer articles was about 2,000 words. A longer post does not mean better quality. Google checks how extensive your content is. So, the more you address a single topic in your post, the more likely you are to rank for that particular keyword.
B) Specification of content
Content must be unique for ranking. Google has recognized the recognition of repetitive content very well. You may be surprised to find duplicate content:
Copied Content: All thoroughly copied and pasted content is indexed.
Multiple Editions: If your site has two versions of www.examplecompany.com and zytalinfo.com, you have essentially copied your entire site.
Boiler Sheet Text: The text of any boiler sheet that you have copied over several pages is considered a duplicate.
Thin content: Thin content or pages with very little content are often considered repetitive content.
Beware of syndicated content: Beware of syndicating content to other sites. As long as your content is published initially on your own web property and the syndicated content links to your original article, you are considered the original author.
Duplicate Meta-Content: Metatags and descriptions are text in HTML at the back of the page to steer Google from your page in the right direction. Duplicate meta titles and descriptions trigger a duplicate content alert and risk ranking.
C) Freshness of Content
Google holds several patents to determine the content freshness score, a key indicator of their efforts to measure the content’s freshness. The fresher the content, the higher the ranking in general. Freshness base:
Creation Date: The date the content was published.
Changes: The number of changes to your site, the number of changes, the freshness of the changes, and how important it is to refresh the changes.
New Pages: The no. of new pages added to your site over time, such as adding a new post to your blog.
Engagement: It includes audience participation, i.e., the number of comments, quality, and freshness
D) Content Readability
The reader’s experience with the content is an essential consideration in the quality of the content. The material is considered more readable if it contains:
- Bullet and numbered lists: i.e., 11 reasons why the construction industry needs e-commerce
- Pictures and multimedia: Take photos of your workplaces and customers to provide libraries
- Proper grammar and spelling
- Enough Spacing: No more five-paragraph essays!
Google often rewards content that includes lists, images, and content tables with highlights on their search results pages.
2. Relevance of content: the owner of the subject
Google’s gives priority surface the highest quality content, which is also the most relevant resource for a given keyword. The following optimizations can help Google determine which topic is relevant to your content in the right direction.
A) Keyword Density
Keyword density refers to how many places the target keyword appears in your content. It is not strictly about how often the target keyword appears. Google wisely figured out how to fill in keywords that injected the target keyword behind the target keyword differently and led Google to think that the content was rich with the target keyword. You want your targeted keywords to appear in several places:
- Title and title label
- In the header and H1 tag
- Material as a whole
- In the first 100 characters of your site content
- Keywords related to semantics must be completed
- In the content URL
- In meta title and description
B) Waiting time and bounce rate
Dwell time determines how much someone spends on average before visiting your site. Bounce Rate is the percentage of people who visit your page and leave it without clicking on any other page. It is a common misconception that high buoyancy rates are always poor; However, a high buoyancy rate only worsens when coupled with a short residence time.
For example, a good quality article may have a high bounce rate but a long wait because the reader searched for a topic, found the article, stayed long enough to read it, and left without clicking elsewhere. Therefore, it is essential to look at the combination of the two, and if the content is relevant, the dwell time will eventually be won.
Several factors can lead to short residence times and high buoyancy rates:
- The content for the keywords you ranked was written on an irrelevant topic.
- Slow site speed can cause the reader to lose patience and leave.
- The user experience of the content is poor, affecting the reader badly and bouncing back.
- The content is of low quality.
3. Linking Content: Create Authorization
One of the most significant SEO concepts is building a domain authority by linking content. In general, the better your content is internally and externally, the more it signals to Google that the higher your content is and the higher all your pages are. The rising (provincial authority) tide lifts all (material) ships. The types of links that help Google indicate that your content deserves a number one ranking:
A) Backlinks
A backlink is the name of a situation where a third-party website uses your content as a reference and links to your piece of page.
High-authority backlinks: The higher the referring site’s domain authority, the higher the backlink will affect your ranking. More high-level authority links from sites like ForConstructionPros are better.
Keywords in anchor text: An anchor text is a word or phrase that links to its content. If the anchor text contains the keyword you are targeting, then this backlink carries more weight than the irrelevant anchor text.
Link to PR: Company-related content on reputable news sites or industry publications is a great way to get high-quality backlinks.
Directory Links: There are many ways to get backlinks through paid services, directories, and websites quickly. When it helps, they have low-quality links, and they do not load very much.
Guest Comments: Contributing content to other publications as a guest writer is a great way.
Nofollow vs. Dofollow: The no-follow and do-follow tags are indicated by the HTML of the page, which tells Google to ignore the link or not. If you get a link back, make sure you don’t have any unpublished tags; otherwise, it doesn’t count in the ranking.
There is no better way to store high-profile backlinks than to write consistently high-quality, relevant content that is ten times better than anything on the web.
Internal link
This is where your content web appears. While not as effective as to third-party links, internal links to your content on your site help build domain ownership. In some way, the internal linking structure must mimic the content web, with the essential pieces acting as nodes for the content web. All content associated with a column must be intrinsically linked to a single column content. Any increase in the ranking that Webmail receives will pass this right to the branches for the column’s content. This concept is essential for pages beyond the blog.
You must write killer content for your product category because all product pages within the category can be used to return to the category page that typically uses a scanner found on an eCommerce site. This gives category pages a higher chance of ranking.
Outbound link
Outbound link refers to the links you provide to third parties when they link to your content in writing. Google believes that well-researched, in-depth content contains links to external sources, so Google prefers content that contains these external links.
Conclusion:
Google is committed to searching the most relevant content for any search on the web with the highest level of expertise, credibility, and reliability. To create ranked content on Google:
- Become an expert: Create high-quality, in-depth, unique, and fresh content while providing the best experience for your reader while reading your content.
- Own the topic you wrote: Create high-quality content that is highly relevant to your customer and, therefore, to your targeted keywords.
- Create Authority: You can search for high-quality backlinks for your content and link your content in a targeted manner to continuously increase your domain authority.
Many companies are accustomed to paid methods to get website traffic. The problem with toll traffic is that as soon as the cash valve is closed, so does the traffic. It can kill a business. A killer digital marketing strategy can be implemented without a penny of paid advertising.
We made Zytal, so we know how difficult it is to do it alone. Fill out the form below to find out how Zytal can handle all your marketing issues. We are working hard to do this. Happy Marketing!