Important combination here, because you can show up in front of a client while they're looking for similar services from another company they're already considering. A structured way to look at the content you need here is a typical marketing funnel: Awareness - top of the funnel Outreach content will usually be your blog and informational articles. We help your potential customers understand the problems they are facing and illustrate your experience and credibility in solving them. Blog posts Information articles Webinars Complete Guides FAQs Consideration -
middle of the funnel Review stage content helps your prospect compare you to other available offers. It is usually practical content that helps the customer make a decision. Case studies Product or service information Product Demo Videos User guides jewelry retouching service Conversion - bottom of funnel Bottom-of-funnel content drives conversions and should gently encourage a sale or lead. Comments Testimonials Free try Free consultation Remember that customers will be searching across this spectrum of content types.
Therefore, ensuring that all of these areas are covered makes it easier to find via search engines, take up and convert. SEO nuts and bolts As you can see, there's a lot to consider before even looking at the more familiar elements of optimizing your site and pages. We should only really start thinking about keywords and basic on-page optimization once this solid foundation is in place. And hopefully, if we have everything structured correctly, then the actual on-page optimization becomes much easier.