Content Marketing for Contractors
Content Marketing is critical if you want to improve your search engine results.
The fundamental component of a successful digital marketing campaign hinges on a robust content marketing strategy. When constructing content for your website, simply providing information about your services is not enough.
Why Is Keyword Research Important?
Our digital marketers conduct keyword research to identify important words and phrases shared within the industry and are of interest to those searching for the service and product. They also engage in industry research and identify an organization’s competitors, review their strategy, and evaluate their rankings. In order to identify the best keywords for a campaign the team considers the following:
- Search Volume: The number of times a word or phrase is searched per month<
- Keyword difficulty: This is how difficult it is to rank for a keyword. This scale is usually logarithmic. Keywords with a difficulty of 0-10 are considered easy to rank for; 11-30 is considered medium; and anything over 31 is considered hard to rank for.
- Cost Per Click: This metric shows the average cost of a click for this keyword on a paid search.
By evaluating these metrics, we are able to generate quality content that search engines, such as Google, will be more inclined to provide to searchers. When coupling this knowledge with industry research, we are able to ensure the content is posed to target the right audiences searching for your product or service.
Google is widely used and is a popular choice because users can rely on the search engine to provide them with the information they are looking for. When the content is high-quality and it is relevant to the target audience, Google rewards the page and website with higher rankings, meaning that the website or web page appears before other search results. This is important as studies show that less than 1% of searchers click on results on the second page of Google. Each Google page populates ten search results so positions one through ten is the front page of Google, positions 11 through 20 appear on the second page of Google, and so on and so forth.
Informative Content Can Build Backlinks
Over time, the content that is published on your website gains backlinks. A backlink is created when a website links to another website. In this scenario, a backlink would be leading an end-user back to your website. Backlinks are also referred to as inbound links, incoming links, or one way links. These backlinks provide Google with an idea of how informative and relevant your content is within a particular industry and its users. Oftentimes, backlinks are described as a vote of confidence from another website verifying that the information you are sharing in the content is valid.
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In summary, the content that you are producing should be relevant to your audience so that others in the industry share the information and your domain builds authority with search engines. Our content marketing strategy aims to build awareness with a customer who has a specific need and is looking for a solution for that need. By systematically generating relevant content for these customers, you can impact your rank in search engines, thus maximizing your chances of being seen online. Once a customer is able to better understand the landscape of service offerings, the customer will make their buying decision. And it is usually with a company that appears towards the top of the search results.
If you are looking to enhance your business development efforts in the digital world, make sure you consider having a content marketing strategy in place. The team at Hercules SEO can assist with building your campaign to turn your website into a lead generating machine. Call us today at (202) 949-2713 for a consultation.