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While long-term efforts are SEO mainstays, contributor Julian Connors suggests more short-term reactive strategies can also have significant rankings impact.
There are two approaches to take when it comes to developing new digital marketing or online reputation strategies.
The first approach sees marketers and SEO strategists creating proactive campaigns that push content to consumers with the intention of soliciting immediate reactions.
The second method is considered to be responsive, where marketers create content that capitalizes on a particular concept or event to improve consumer awareness of their brand and its offering.
An example of responsive marketing is when solar energy companies distribute branded press releases when new tax incentives are approved by federal or state governments.
Proactive and reactive approaches to SEO
The vast majority of SEO strategists’ efforts are going to fall into the active position since they are always reviewing upcoming trends to determine how to maximize opportunities months in advance.
However, there are particular opportunities that allow strategists to combine both marketing approaches to improve brand awareness and solicit consumer reaction.
Consider these opportunities when creating a new SEO initiative.
1. Capitalize on internal events
If your company is on the verge of releasing a new product or service, you’re about to hire a well-known executive from a competing brand, or you’re expanding into new emerging markets, make sure you let the world know about it!
Smaller to mid-size businesses tend to keep these pivotal points of their history quiet, not realizing they are missing out on the opportunity to increase brand awareness, which would generate more traffic on their website.
Notable internal events are excellent opportunities to submit optimized press releases that have the potential to spark stories by local or national news outlets. (Keep in mind that Google considers some press release distribution methods to be link schemes, which are grounds for a penalty or removal from search results.)
When this happens, your company’s online presence is awarded more traffic from new potential customers/clients, a spike in new backlinks that come from reputable sources and an influx of consumer citations.
2. Turn internal events into guest author opportunities
If one or more of your internal events are capturing significant attention, you may be able to use this as a means of improving your brand’s credibility within your industry.
This type of positioning creates opportunities to author content for notable brands and publications that cater to similar audiences. Every piece of content your company executives contribute to industry publications can help build your organic authority, as it gives you a chance to improve referral traffic from relevant third-party sources, while also adding more links to your portfolio.
If you choose to follow through with this opportunity, make sure that you are only working with other industry authorities who have significant organic equity in the markets where your business operates. Working with low-authority sources or social media influencers who cater to foreign audiences will not lead to any organic or transactional growth.
3. Get in front of a new, interesting subject
A quick search for any concept on the internet will show you how hard it is to create original content.
There are millions of content creators throughout the world who are developing lists, how-to guides, buyer guides, white papers and other forms of content that ultimately offer duplicative information on a particular topic.
Coming up with unique ways to present information or being the first to expose new concepts can be extremely beneficial for improving your organic authority, as you will have a chance to:
- improve brand awareness.
- attract new potential customers.
- increase your organic visibility.
- improve your online reputation and industry authority.
- acquire new, meaningful backlinks.
4. Build content around keywords that your competitors are missing
Keyword research continues to change based on the ongoing development of search algorithms. However, there are opportunities for brands to capitalize on emerging keywords that their competitors are missing out on.
Ideally, you can uncover keywords that have significant search volume and little competition, then create meaningful content around them. When you can accomplish this, you are likely to improve your backlink profile, increase site traffic and earn more social connections.
5. Monitor your competitor’s social interactions
If one or more of your competitors use their social media profiles to manage customer engagement, make sure to keep your eyes open for opportunities that allow you to offer their audience a better experience.
When you see customers complaining about their services on Facebook or Twitter, send the user a sympathetic direct message that includes an incentive for working with your brand, such as a coupon or rewards membership.
Capitalizing on these opportunities requires a measured approach that sees you actively monitoring competitive and consumer environments to get in front of upcoming trends.
When such opportunities do arise, it is important that you act swiftly, as your competitors are likely to provide a response at some point.
While following through with one of these concepts will not position your brand as an absolute industry authority, strategically fulfilling all of these recommendations over time will improve your organic search presence to a point where you can notice significant growth.
Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here.