Website content that fulfills consumer needs is a big part of SEO success, specifically in the banking sector. But it takes more than just good content to ensure that organizations rank high in Google’s search results.
Effective SEO needs compelling content to lure its readers and the kind that search engine notices. The traditional approach to content-creation focuses more on optimizations and less on consumer engagement. A change in perspective could solve this issue. Organizations have to work towards making their marketing strategy beyond SEO. Organizations need to recruit people or experts who have STEM skills- Science, Technology, Engineering, and Math. Advanced marketing techniques involve statistics, metrics, analytics, formulas, and patterns.
Here are three steps that can help to master the art and science of SEO.
1. Keyword Analysis
Understanding keywords are the foundation and essential step of developing a great SEO. While creating a search program, marketers must establish their market landscape concerning the keywords, their customers are searching for and more importantly what’s the intent behind searching them.
Financial marketers need to build up a strategy around customer personas which will help in thinking the keywords in the required sense. For instance, a person is likely to research the neighborhood before they choose between homes and filling out an application. In this case, companies can focus on how their brand can become relevant in providing the required searches.
This kind of content not only enhances SEO but also establishes the brand as a trustworthy source. The more information a brand provides the more impact the search results will have and will also build brand equity.
2. Conversion Mapping Guides the Strategy
It is essential for the marketers to understand what leads to information searches to influence the entire purchase journey and capture a large percentage of that search volume; this knowledge can help in improving the content as well.
Analyzing actual customer behavior may uncover search patterns and unique terms that are more effective. To maximize efficiency, companies need to focus on the purchase paths that lead to the highest-margin conversions and work backward. This step involves groups within the organization beyond marketing and working together to understand the digital conversion funnel and comprehensive understanding of their product margins.
It can also be useful to identify channel mix that produces sales, and what is the combination of marketing message a customer sees on their path to purchase. Financial brands spend more on paid search than SEO
3. Revenue Modeling
Search is an extremely valuable acquisition channel; therefore, it is essential to determine the model that will have the most impact on search rankings. Organizations need to make sure that these higher rankings are also resulting in more engagement. More top position on the search engine result page almost always has a higher click-through rate (CTR); this is where STEM background plays a crucial role.
Through the CTR graph of a brand’s target keywords, brands can identify the areas where their content development should be focused. By understanding which keywords can lift CTR, brands can determine how an increased rank position would lead to traffic.
Google algorithms have a complicated relationship between content, engagement, and search results and mapping all of them in a comprehensive model can lead to insights that increase conversion and client acquisition.