So, it just becomes the first step to success for an organisation to create curiosity in its product or service in today’s digital ecosystem. That interest in your website converts into meaningful traffic for growth in your business. Be it paid advertisements, a social media campaign, or word of mouth; business opportunities created through external demand translate into action only through your SEO strategy.
In this blog, we are going to dive into how Search Engine Optimisation (SEO) can convert external interest into high-value website traffic.
What is External Demand?
External demand means your brand or product interest starts from outside your website. It can be encouraged through several mediums. These include:
- Social media marketing (e.g., Instagram, Facebook, LinkedIn)
- Influencer partnerships
- Paid advertising (Google Ads, Facebook Ads)
- Offline marketing (fliers, radio or TV advertising)
- Media coverage and PR
These are great for getting the conversation started at a higher level of awareness and interest, but aren’t typically enough to get people to visit your website. That’s what SEO is meant for must help search engines like Google bring that interested party to your website so they might convert this curiosity into a lead.
How SEO Captures External Demand
SEO is a constant process of optimising your website to rank better for specified keywords on search engines. Once an external demand is created, a large number of users start using search engines to gather information about some product or service. Thus, if your website can do well with regard to these searches, you may capture that interest and convert it into organic website traffic.
For instance, if a user residing in Sydney happened to see an advertisement from a digital marketing agency, they’d likely look for “SEO Sydney” or “best SEO services in Sydney” to get information about it. So, if your business has optimised your website for such search terms, then you’re quite likely to attract this user to your website.
Steps to Convert External Demand into Traffic Using SEO
1. Optimising for Branded Searches
One of the first things a prospect may do when external demand is triggered is to search for your brand name in Google. The branded search takes place. So, you need to ensure your website comes up high in the ranking results for branded searches for you to take advantage of that interest.
It’s realised by making your website optimised with the name of the business, the names of the products, and even general terms referring to your brand.
2. Targeting Non-Branded Keywords
Not every one of your users will try to find your brand. Most of your users are looking for the products or services you offer, just not under your brand name. Instead, they might search for non-branded keywords. These are the more general terms describing what your business does.
Optimising your website for the above non-branded keywords can help capture the potential customers searching for your offerings but perhaps are not aware of your brand. Carry out good keyword research and identify the relevant and competitive search terms in your market.
For businesses in the largest cities of Australia, local SEO then becomes a core part of your strategy.
3. Landing Page Creation
After a potential customer clicks through to your site, relevant, high-quality landing pages must be there to keep them engaged. Each landing page should be optimised for the most relevant keywords to the user’s intent. That is, in the instance when someone is searching for the term “SEO Sydney”, they must land the landing page with a focus on SEO services that are offered in Sydney, the relevance of testimonials, case studies, and a clear call-to-action to encourage contact or further consultation.
The key elements of an optimised landing page include:
- Clear relevant headings and subheadings
- Relevant content addressing the needs of the user
- Fast mobile responsiveness
- Clean, user-friendly design with great calls to action
4. SEO Targeting Regional Areas
A very essential tool for business when pursuing local demand is through local SEO. You will be an enormous service provider to individuals who want your services within their vicinity.
Some ideas to improve your local SEO:
- Claim and optimise your Google My Business profile
- Make use of local keywords on the content of your website
- Obtain and display reviews and testimonials from locals
- Add location-specific pages to your site
Local SEO will highly assist you in converting external demand into traffic, especially if the leads seek nearby and easily accessible businesses.
5. Blog SEO Content Optimisation
A blog strategy is designed in a way that will enhance your overall efforts of SEO. As you create content tackling the concerns and questions that exist in the minds of your target audience, you can capture demand at various different stages in the customer journey. Blog posts need to be focused on common queries, helpful tips, and positioning your business as an authority in an industry.
Adding the relevant keywords naturally into the content of your blog increases the chances of ranking for relevant searches and brings more traffic to your site.
6. Internal Linking and On-Page SEO
Finally, good internal linking on your website will help retain visitors for longer periods by pushing them toward conversion. For example, you link the blog post to service pages as well as any other related content so that you will try to keep the visitor on your website and thus increase the chance of conversion.
In addition to the above internal linking process, your page SEO needs to be in order. Add keywords in your title tags, your meta descriptions, header tags, and your content.
Conclusion
A good digital marketing strategy is complete without the ability to capture external demand and translate that into actionable website traffic. Branded and non-branded search optimisation, local SEO, and creating great landing pages are some of the key contributors in turning interest generated via different channels into meaningful traffic high converters.
If you have a business based in a competitive market, then maximising these SEO practices will give you a better edge over your competitors. Implement these strategies and watch as your SEO effort flows into traffic, converts into leads, and then boosts your bottom line.
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