Search Engine Optimization for IT and other tech industry companies is unique in that there is an entire (and rather sizable) segment of its audience that does not search and consume content like professionals from most other industries do. Although there are plenty of "laypeople" who are part of this field and looking for content that's been simplied, those working in more technical positions often appreciate highly specialized, complex educational content that speaks their language.
The key to success is having a dedicated marketer (or perhaps an agency with solid experience in the technology and SaaS sectors) who can bridge the gap, pair superb writing skills with your subject matter experts' insights, and create content that addresses the needs of all technology company decision makers and influencers at various stages in the buyer's journey. This process begins with identifying what your different target buyers are really looking for.
One piece of this puzzle involves understanding the way your audience conducts its own B2B buying research, what terms they use to describe a problem for which you have a solution, where they "hang out" online, and what questions they need answered. To help you get started, here are some SEO tips you can use to give your technology marketing and website presence a boost!
1. Know Your Audience
As in any industry, it’s critical that you know who your target audience is and what they are searching for. Taking the time to flesh out these “buyer personas” will allow you to tailor your content to their specific pain points. Knowing that your audience is often looking for detailed, specific, highly technical information as opposed to a sales pitch, be sure to do your homework and identify those topics that are of interest.
Creating and maintaining a list of keywords is vital to having your audience find your business via organic search. Start a regular routine of reviewing keywords in Google AdWords (and other keyword research tools) to see what is being searched on the most – you may be surprised to see what is actually ranking high in the search engine results pages. Keeping current tabs on these keywords will help you develop a more effective content marketing strategy, and will drive some of the topics you write about.
2. Regularly Publish Fresh Content
In order to build a solid reputation for specific keywords and topics, you have to be consistent in your messaging and frequency of publishing new content. Maintaining this consistency will help build your credibility and send you on your way to becoming a trusted resource and go-to thought leader in the industry. It will also send signals to Google that your website isn't stale; fresh content is digitally equated with relevancy (as long as its good, of course!).
Worried about being able to produce new content on a consistent basis? It doesn't need to be every week; start off with what your team can handle (perhaps a couple blog posts per month). Just be sure there is enough of a pattern where your audience can pick up on what to expect from you. You'd be surprised at how much content you already have that you can repurpose!
3. Improve Your Page Load Time
Nothing will drive visitors away faster than a slow website – particularly if you're marketing a technology product or service. Visitors today are expecting sites to load within 3 seconds; if not, they’ll move on to the next search result on the page. Plus, Google's algorithms are getting "smarter" all the time, and they're penalizing sluggish sites and high bounce rates.
You can use Google’s tool to analyze your own site and see where improvements can be made. Such simple fixes as decreasing image sizes and optimizing their format for the web can dramatically reduce page load times.
4. Create Geo-Targeted Website Pages
Did you know 20% of searches on Google are related to location? Creating site pages specific to cities or regions, places in which your company has offices, or areas you commonly service will greatly improve your reach and visibility. People love working with other local companies! Check out this article for a few other ways you can brush up on your local SEO.
5. Be Active on Social Media
Social media is a necessary tool to interact with your audience in a more casual way. Promoting your content – blog posts, white papers, company announcments, even current news in the industry – is a powerful way to encourage traffic back to your website. Posting your original content in LinkedIn groups, for example, is a way to get your name and message in front of thousands who may not have heard of you otherwise! Just ensure you're being helpful and posting with a purpose; nobody on social media is going to want to here about your products or services all the time.
6. Don’t Forget the Basics
While you’re focusing on creating content that contains those important keywords (and variations of them), don’t forget to adhere to on-page SEO best practices. Without "keyword stuffing" – which is a big SEO no-no – weave those keywords into the meta description, page title and URL where the flow makes sense. Again, consistency is key.
These are just a few of the ways you can improve your SEO and be on your way to bringing more prospects in the door. Educational content will resonate more with your audience than purely promotional content that's sole focus is to sell your product or service. It takes a little work, but the results will be well worth it!