Shining a spotlight on certain things can help you attract business. Inbound marketing refers to things you can do to draw people to your business. Typically, this consists of attracting the attention of search engines that drive human traffic to your website pages.
Then your website needs to do two things: capture their information so you can add these visitors to your database for future marketing opportunities; and convert those visitors into paying customers.
The first step in this process is, of course, optimisation, which tells search engine spiders what your site is all about so they can then direct people using relevant search terms to the pages. Let’s examine SEO and its relation to inbound marketing a bit more closely.
SEO Targets the Right Market
When you think about it, the internet is huge. It consists of billions of websites and billions of visitors looking for specific information. How can you possibly pull out just those people who are interested in your products or services and make them visit your page in the hopes they will make a purchase?
The answer is SEO. Through the use of on and off page optimisation, including keywords, meta tags, headlines and various types of content, search engine spiders can crawl your site and determine the topics it best represents. It’s your job to figure out which keywords you need to optimise so those spiders can index your site properly; it’s the job of the search engine to match those keyword searches with your website. In this way, the traffic you gain from internet searches is targeted to your ideal consumer.
Forms of Inbound Marketing
There are a couple traditional ways you can further capitalise on SEO to gain more visitors and more sales for your products or services via inbound marketing: PPC and organic optimisation.
A PPC (Pay Per Click) campaign is a paid source of targeted traffic to your website, most often using Google AdWords. It requires good research to find the right keywords to bid on and a fairly substantial advertising budget to sustain the effort for more than a month or two.
The second option is organic optimisation – those things you can do outside of a paid advertising campaign to drive traffic to your site. The most important factor here is finding the right keywords and using them in the meta tags, meta descriptions, headlines and content on your site. The more a specific keyword shows up throughout the pages, the better search engines will rank it for those search terms. You can capitalise on keywords easily by adding new content on a regular basis (that’s why so many businesses have blogs) and building inbound links to your pages from blogs, article directories, social media sites and the like with keyword anchor text.
If your business could benefit from an inbound marketing campaign, contact us to get started right away. We’ll start with SEO and take your website even further so you can gain an increase in visitors – and sales.