Search strategy is integral to making sure your company is discoverable by potential clients and customers. While no one knows all the secrets of the universe (like the search algorithms Google and Bing use), it’s our business to know how to optimize your content to be presented to searchers. This goes beyond post-tagging, and doesn’t require a major outpouring of advertising money in order to make sure your content is seen.
Your search strategy should be modeled after the known aspects of how search engines work. Search engines take a lot of things into account to call up the most relevant results, including keyword searches, word count.
So, what is a keyword search? Simply put, it’s when someone uses a search engine to find a result using a particular word. Whether they’re looking for that term specifically or just use the term in their search query, if you optimize your site or post for that keyword, the hope is that your site will fit the algorithm used to search for it. From choosing the right keywords, to knowing how often and where to use them, your keyword strategy should reflect how search engines react to their presence on your page.
The more relevant information you have on your website, whether that consists of blog posts, tips from your line of work or interviews with your CEO, the more chances you have to return as a search result on the topics that fit your company’s expertise. The more your site ends up near the top of search engine results, the more people will choose to read your content. This brings more customers, press opportunities and leads to your website. More views and clicks on your site also makes for better search engine optimization, creating a positive feedback loop for your metrics.