As a follow-up from last week’s blog, SEO – You Need to Know It, I will discuss three different possible tiers of keyword strategies that are based on consumer familiarity of your brand, keyword saturation (how many other sites are using/ranking for your keyword), and the reach of your brand.
- Focus on brand, keywords as supplements
- Dual-focus on location and service
- Primary focus on service
Note: there are likely a lot more possible strategies based on a number of different factors.
1. Focus on Brand
At this stage, people will only search for your brand if they know who you are. You are likely a small brand just starting out and/or do not have a physical location.
Do not expect to rank high for your keywords. For example, with my personal brand, I do not expect this website or blog to rank with anything significant for keywords such as SEO, blog, social media, etc.
There’s simply too much competition (saturation) for those keywords. Instead, my strategy is to associate those keywords with my brand by using them with my content. When people search for Nathan Lorentz, those extra keywords supplement my brand.
People who search for me know my brand’s name, and may want to look more into what I do. When they search for just my brand name, they may or may not find me. If they’re slightly familiar with me than they will add a supplemental word to the search query to find me.
2. Dual-Focus on Location and Service
At this stage, you’re likely a small business with a physical location. Your consumers may not necessarily be familiar with your brand, but will be searching for a service that they are not familiar with. For example, if I were to create a company that is focused on SEO and web design, I would optimize my website to be heavily focused on the services I offer.
I would also focus a bit on my location by talking about what is going on in the community. The most important thing to ensure success with this strategy is to get your business information fully updated on Google My Business.
Google tends to prioritize local results over things that may rank better otherwise. So if someone were to search for “SEO consultant” or “web designer”, Google will likely show local businesses first. If someone searches for “SEO Peoria”, if your website is optimized properly, that gives you an even better chance of ranking higher.
And of course, if someone is familiar with your business name and general location, they can Google search you to discover your hours and location and more details about what you do.
If you want your social media channels to be discovered too, LinkedIn, Twitter, and Facebook all have location options. Facebook has options more similar to Google My Business that allow you to input your hours and pricing information as well.
If your social media is optimized properly for keywords, then there’s a chance your social media channels could be ranked too.
3. Primary focus on Service
Finally, if your brand has enough familiarity in the industry, is not necessarily limited by location, and/or does not have to worry as much about keyword saturation, then you will likely fall under this tier.
I consider my employer, Jump Simulation, to be under this category. Jump is becoming increasingly well known in our field, we work and partner with companies across the country, and “healthcare simulation” is a relatively unsaturated industry.
People do not necessarily think to search for Peoria or Illinois for health care simulation. Therefore, we do not need to worry about the dual strategy of location and services. Instead, we want to focus on ranking high for our services – what we do – to position ourselves as industry leaders.
Currently, Jump ranks on page 2 for “healthcare simulation” on Google, and my goal is to get it to page 1. We create content that further establishes our expertise in the field.
However, keyword strategies alone will not get us to page 1. We’re competing against websites that have been around for a lot longer that have a lot higher PageRank. On my next blog I will begin discussing some other elements of SEO.