Are you an SEO professional and would like to optimize the websites of your clients in a better way? If yes, you must implement the strategies that the best SEO company uses these days. Proper optimization can improve the ranking of your clients’ websites and help to generate more traffic. One such technique is connecting your SEO strategy to the insight gained from the audiences.
In this article, we are going to discuss in details these new technique SEO experts are using to optimize websites. # Knowing the concept of audience enrichment –
Audience enrichment involves combining third-party data collected from various sources, with first-party data from the website of a particular client. This helps SEO professionals in getting a better understanding of the visitors of a specific site. All flourishing businesses now want the SEO experts they have hired to follow audience enrichment in their search engine optimization strategy.
# Understanding the impact of audience enrichment –
There are many pieces of evidence that show the impact of audience enrichment. Social media sites are the ones dominating the scenario. The best benefit of this strategy is gained by social media websites like Facebook and Twitter. This new transition had a huge impact on the revenues of social media sites. It must be noted that these sites are being mostly used on mobiles these days. Hence, the professionals from an SMM company keep that in mind, while optimizing them.
Programmatic channels are also using the strategy of audience enrichment. Therefore, within paid channels, the programmatic ones are gaining importance. You must keep this in mind if you are doing search engine optimization for a similar client.
Among programmatic and paid social, it is a common strategy to connect first party website data to third party audience data. For this, you can take into consideration the audience data gathered from social media sites, such as Facebook.
However, this audience data is still not used much for the betterment of other digital marketing channels.
# Remaining gaps in the implementation of audience enrichment strategy –
As a professional in an SEO company, you are going to find that most of your clients are new in adopting the multi-channel strategy and keeping the audience in mind simultaneously. Several gaps remain in this strategy till now. One such gap exists in connecting the search intent of popular search engines like Google and Bing to the individual user. Audience enrichment strategies are undertaken to identify these users. This gap is even more on mobiles.
We can look at a few instances to understand this better. For example, it is a well-known tactic to identify various points in a purchase path in search engine optimization, by going down the long tail or grouping up terms whose meanings adhere to a stronger buy intention. But, this can be done in other ways. You can possibly form an alignment between intent-led strategy and the audience data of a website, to find out who its organic searchers are.
In this way, you can also find out the actual wants and requirements of the organic searchers.
# Integrating audience enrichment strategy –
Let us now take a look at how digital marketers can match the intent-strategy to audience data and integrate themselves with it. The strategy led by the audience is the future of multi-channel marketing. So, without filling the gap mentioned above, SEO professionals cannot bring driving force in their strategies.
Till the recent past, it was almost impossible to join this channel-specific strategy and unique audience identification. A professional from the best SEO company had to align different data for the purpose and be cautious in drawing lines between intuiting connections and sessions.
Nowadays, there are advanced and affordable tools, especially ones for machine learning, that can help you in building your own stack of analyzed data and find a solution for the identification of individual audience.
You can also do data analysis by using certain basic components. This analysis can leverage machine learning, form connections between separate customer behaviors and give you the scope of creating different marketing channels.
Once you cover this gap, you can easily look up historic data and go through transaction timelines to understand the true value of each customer.
To join third-party audience data to SEO data, you need to perform numerous A/B tests. These tests can help you to know whether a person going through a particular mobile organic data is the same person who shared a certain Facebook post earlier and checked another post on your website previously.
The tests can also help you to know how the person is going to respond to certain content. Accordingly, you must edit your meta descriptions and highlight particular advantages, benefits or features.
As a professional in an SMM company, you must know these details of connecting SEO to audience enrichment strategy. This can surely help you in optimizing the websites of your clients effectively.