The internet is used for varying purposes, including networking with peers, researching products and making purchases. Marketers may not realize it, but they have the ability to influence all aspects of consumer engagement online when it has to deal with their products or services. Search engine optimization (SEO) obviously helps a company boost its rankings online, but what exactly does that entail?
Consumers use websites like Google and Bing to initiate the purchase cycle. When buyers want to learn more about products they've heard about, they head to the web and make basic queries. Professionals can influence the type of information these buyers engage with by implementing a content marketing strategy.
When a buyer completes the preliminary research and understands what exactly he or she wants, the next step is for him or her to visit Google or Bing to find a retailer that sells the desired product. In this situation, professionals need a second-tier content marketing campaign that drives traffic to their web pages so they can capitalize on spontaneous purchasing behaviors.
It's important for marketers to take a step back and understand why people use search engines. In most cases it's to solve a problem, and when the concern can be resolved by purchasing a product, it's important for brands to influence search results so their services can be the ones that buyers choose to go with.