Since Google’s algorithm has changed, making it impossible for businesses to use keyword stuffing and other shady SEO techniques to drive traffic to their website, the focus has shifted towards online audience optimization.
Simply put, OAO means gauging your consumer needs and responding to them in a manner that benefits both the parties. A well developed OAO strategy helps companies pinpoint their target markets online and understand their moves. By reading your customer’s intent and responding to it, you can build a responsive and loyal audience that returns to your website.
So here, we will discuss the ingredients of a successful online audience optimization strategy:
The purpose of your OAO strategy is to attract and connect with your audience but you must not forget that you are communicating with them as a brand. They should be able to connect with your brand when they read your marketing content. What this means is that your content strategy team should identify key phrases that resonate with your brand and use them in the content. This would make it both relevant to the audience as well as the brand, and allow it to become a link between the two.
Your strategy should have a clear intent and purpose and should primarily target potential customers. The goal is to keep potential customers visiting your website and for that reason, you must be consistent in your efforts. Your online audience may be different from your offline audience so it’s okay to create two separate strategies. However, always remember that your content should have a purpose and should provide relevant information to your audience.
Two factors that search engines use in evaluating your website is time spent on your website and the bounce rate, so keep this in mind while creating your content. It may be informative but it should also be engaging and demand participation. Encourage your audience to respond, and reach out to you. Some examples of audience participation content could be polls, quizzes, comments etc.
Mobile browsing is on the rise, thanks to smart phones and tablets with smooth touch technology and free WiFi connectivity. Online-only businesses can increase customer engagement by as much as 85 percent if their content and website is mobile friendly. In order to increase costumer engagement and reach your target audiences, integrate your mobile strategy into your marketing strategy and make sure that your content is mobile friendly and mobile optimized.
OAO strategy is all about leveraging the power of high quality content to not only attract customers but also retain them. Essentially, that is what happens when you produce targeted, informative, and high quality content. Understand that SEO is a dead fish in the marketing sea and what’s rising above the tides is online audience optimization. Use it to establish your online presence and deploy the best strategies of content optimization and content sharing to build meaningful relationships with your target audience.