Four SEO Tactics to Capture Customers’ Searches
Guest Blogger: Dealer Spike
If you’re frustrated by your SEO campaign, you’re one of many businesses feeling the same. The top three 2022 SEO challenges surveyed by HubSpot are 1) keeping up with search engine algorithm changes, 2) ranking highly in relevant search results, and 3) knowing which keywords to use.
“But these are the same SEO problems I’ve always had!” That’s true because SEO is a moving target and brands have struggled to make sense of it since its invention. The only permanent expectation you can have for SEO is that it’s going to keep evolving.
But all is not lost! You can harness the power of SEO by focusing your content on the questions shoppers are trying to answer when they search online. I’m sharing four SEO tactics to align your content with customers’ enquiries:
1. Well-Developed Sub-Headers
In 2021, Google began focusing on parts of the webpage (which it calls “passages”) instead of scoring the webpage as a whole. Webpages that are already organized into descriptive sub-headers are more likely to score well with search engines. If you’re not in the habit of using sub-headers, I encourage you to review your website content for areas that could be separated into sections.
2. Voice & Mobile Search Optimization
About 46% of people who use voice search look up a local business on a daily basis, as reported by rank tracking tool Serpwatch. The majority of voice searches happen on mobile devices, which means your website needs to be mobile optimized to get found by customers who prefer to search by sound. Mobile optimization requires fast page load times and an overall website design that adapts to all screen sizes.
Another opportunity to capture voice searches is to insert common shopper questions into your content. When shoppers type their questions, they use a shorthand such as “aluma trailer dealer near me.” Voice searches, on the other hand, usually include a complete sentence, such as “Where can I buy an Aluma trailer?” You can capitalize on these full-length questions by including long-tail keywords, especially in your headers and sub-headers, that relate to your shoppers’ common questions. This could look like Should I buy a new or used trailer? and Explore 2022 trailer models.
3. Video Search Results
Have you ever browsed search results and noticed a lot of YouTube videos? Videos in search results is especially common when consumers are asking “how to” questions and want to see step-by-step instructions. You can optimize the videos on your website and in your YouTube channel to get picked up by search engines and featured in the results. If you have longer videos, you can break them into chapters that feature on a specific topic per section. Segmented videos are easier for search engines to crawl the contents and identify clips that relate well to the search inquiry at hand.
You can also use Closed Captions (CC) to increase the accessibility of your videos. This is beneficial to both your audience (some of whom likely appreciate the ability to read captions), and it also helps search engines “read” your video contents. You can automatically generate captions on your YouTube, though these auto-generated captions may not be entirely accurate. If you have the time, it’s best to manually enter your own.
When creating your videos’ titles, descriptions and tags, take advantage of keyword usage to increase your videos’ searchability. Just as you would with your webpages, enrich these areas with descriptive keywords that align with online searches.
4. Target “People Also Ask” Content
In 2015, Google launched a People Also Ask (PAA) feature to show related questions and help users expand their searches. PAA pops up in most search results, and you can use this as an opportunity to drive more website traffic. Most questions featured in the PAA section lead with “why,” “what” or “when.” You can answer common questions on your webpages and in your blog articles, as well as feature corresponding keywords, to help your website pop up when someone clicks on a PAA result.
The metrics of SEO are always evolving to deliver better search results, and this can make it seem as though you have no control over your SEO strategy. However, you can keep your hand firmly on the wheel by targeting how shoppers search and the answers they want to find. By aligning your content with online search inquiries, your website can satisfy search engines and greet shoppers at the top of search results.
About Dealer Spike:
With Dealer Spike, NATDA members can increase their online leads up to 30% or get your money back! A Google Premier Partner, Dealer Spike offers custom-designed websites to draw in business, drive traffic and increase your web leads. In addition to custom-built websites, Dealer Spike offers in-house marketing, targeted digital advertising, marketing automation and search engine optimization. Visit Dealer Spike at the 2022 NATDA Trailer Show (Booth #1125).