Every second, Google processes more than 80,000 search queries. Of course, only a fraction of them has anything to do with your business’ niche, but you get the idea: millions of people every day are using the Internet to find a solution to their problems. If you want to succeed, you should not just provide this solution, but also make sure that they find it. Love it or hate it, but SEO is the only way to be visible in today’s Internet-centric world. So what can a tech company do to ensure its visibility?
Create Topic Clusters
“Content is king”. Although SEO gurus repeat this phrase ad nauseam, few understand what makes great content. The latest development in this area seems to be the so-called topic clusters. They work as follows:
First, you create a piece of high-authority, high-quality content comprehensively covering a particular topic (pillar page). Then you start creating supporting pieces of content and connect them to the pillar page. Your purpose is to create a piece of valuable, shareable, bookmark-worthy content connected to a number of articles covering more specific topics. Make sure your pillar page contains as many different types of content as possible: video, infographics, illustrations, case studies, instructions, etc. Anybody interested in the topic should be pumped-up enough to read it in one go and left wanting more. Here are some examples to give you an idea of what you should aim for.
The first thing to understand about SEO is that tailoring your tactics to any search engine that is not Google is a waste of time (unless you focus on highly specific regions with a high share of local search engines, like China, Russia or Czech Republic) – it takes up more than 92 percent of the market. This means that your SEO should follow its criteria (other search engines usually follow suit anyway), and currently one of the most important Google’s criteria determining the website ranking is the number and quality of backlinks leading to it.
How do you achieve this goal? There are many ways to do so, but guest posting is probably the most straightforward and is accompanied with greater additional advantages. You not just get to choose websites to be associated with, but also create important relationships with influencers in your industry and build up a reputation as an expert in your niche. The importance of this can never be overestimated for a tech company. You can do all this either yourself (here is a detailed guest post pitching guide by http://luckyposting.com to get you started) or hire a specialized service so that you can focus on your business’ core competencies.
Optimize for Voice Search
Voice search used to be little more than a curiosity just a few years ago. Today it is expanding rapidly: nearly half of consumers use voice search, and as the sales of smart speakers and other similar devices continue to grow at explosive rates, this share is only going to get bigger. This calls for special optimization aimed at voice searches. Use more natural, long-tail keywords resembling phrases people are likely to pronounce rather than type. Use shorter, simpler and more common words whenever possible.
Build an MVP
A tech company can get certain advantages from promoting itself before it has anything real to offer in terms of products or services, but any public interest you build up at this stage will soon peter out if you do not have anything to show for yourself. This means that while you build up your online presence and reputation, you should have something substantial for your visitors to see and evaluate. In other words, you should have an MVP, a version of your product with an absolute minimum of features, which, nevertheless, solves the customers’ problem. However, make sure you plan well for this – although MVP development cost is substantially lower than that of the final product, it still costs a pretty penny.
Focus on Video Content
It may be embarrassing for the human race as a whole, but out attention span is getting ever shorter, especially among the younger generation. Most people will avoid reading if they get a chance to watch, and you should consider it when planning your SEO strategy. Video content is going to play an even greater role in the coming years, especially for tech companies. Therefore, focusing on video guides, tutorials, animated presentations and product releases is a viable and promising approach – you should provide a steady flow of engaging and easily digested video content if you want to grasp and retain your customers’ attention, at the same time getting high grades from Google.
Follow these suggestions, and you will be able to lay the foundations of your SEO strategy for the next few years.