So you’ve launched your website…but you’re still feeling a little bit like a needle in a haystack. Sound familiar?
The truth is, if you want to get found online it takes more than just a website. It’s all about strategically positioning yourself where your audience is actively searching for answers and solutions. SEO strategy is a big part of the game, but keyword research is just the beginning.
You can take those keywords far beyond your website – in recent years, social media platforms have evolved into mini-search engines in their own right. That means if you want to get found online it begins with your website, then branches out into other areas. Let’s talk about how to get found online, and how you can give your online presence a visibility boost.
How to get found online
Whenever one of my clients wants to get found online, one of my first questions is always, “What’s your current content strategy?” That’s because in order for people to find you online, you need to be putting helpful content out there for them to find!
Step one is always keyword research. Why? Your ideal client is searching for the information they need, right now. Keyword research is how you know which words and phrases they’re using in their searches.
Once you know which keywords people are using, you can start layering those keywords into a full-scope marketing strategy. Let’s talk about where you should show up to get found online with SEO.
Want to get found online? Here’s what to do.
Once you’ve figured out which keywords you want to target with your content strategy, there are two main categories of content you’ll want to create: macro-content and micro-content. The TLDR is that macro content is longer-form content that covers a topic in-depth (like a blog, podcast, or YouTube video), while micro-content is more bite-sized (think social media and Pinterest).
Here’s the key: you’ll use the same keywords throughout all of the content you create, which boosts your visibility to more ideal clients.
Getting found online with SEO is like growing roots. Initially, you will plant lots of tiny seeds in many areas. You’ll do that with keyword-focused content creation in a few key places. With consistent care and pruning, your content will start to take root and sprout into growth for your business.
Let’s talk about macro and micro content and how to use them to get found online.
Macro content
Macro content is a long-form piece of content that is findable in a Google search. The three main places for creating pillar content are podcasts, blogs, and YouTube.
Blog
At Southern Creative, we are huge cheerleaders for a blog-first content method. What’s that mean? It means that we are all for posting regular, fresh content on your website that answers your ideal clients’ questions about the things you’re an expert in.
By pairing user-focused content with keyword strategy, you can drive more traffic to your website. And when people are on your website, it’s easier to lead them to the next steps you want them to take with your business.
Even if your pillar content is a podcast or YouTube video, there’s still value in repurposing it into a blog. Why? Blogs are an additional chance to show up in Google search results and bring people into your sales funnel. And – bonus! – blogs, YouTube videos, and podcasts can all rank separately for the same keywords.
Where to put keywords in blogs
- Headline/H1
- The URL slug
- The first paragraph
- At least one H2
- A minimum of 2-3 times in the body copy
- In the meta description
Read more about blogging strategy for SEO here.
Podcasts
According to Pew Research Center, 42% of Americans have listened to a podcast in the last month – and some of them are almost certainly your ideal client. Podcasts make for excellent pillar content because they are engaging and easy to consume. They’re also a great way to position yourself as an expert in your niche and build know, like and trust with clients.
Pro Tip! Post each new podcast episode to a new page on your website. Each new post is a chance to rank for more keywords.
Where to use keywords in podcasts
- In the episodes
- Episode descriptions
- Show notes
- Transcriptions
- Show title
- Post title (when posted on your website)
YouTube
Producing long-form content on YouTube is typically the most time-consuming way to create long-form content. But if you want to produce content that relies heavily on visuals or tutorials, it could be the best choice for you. To make video creation easier, some people record podcasts with audio and video at the same time, then post each episode to YouTube and the podcast feed on the same day.
Where to include keywords for YouTube
- Video file name
- Video title
- Description
- Transcript
- Tags
- Say them in your video
Whichever type of macro content you choose, it’s a must for forming a strong content foundation. Macro content sticks around on the internet far longer than a social media post stays in user feeds. And, it has more potential to rank on Google for your target keywords. From there, you can sprinkle keywords and main takeaways into social channels to supercharge your efforts to get found online.
Micro-content
You may have noticed that Instagram wasn’t on the list of macro content above. That’s on purpose! Instagram is fabulous (more on that in a moment). However, I see all too many people focused solely on their Instagram content strategy and not taking into account the power of using long-form content in their overall strategy.
Once you’ve pinned down your long-form content strategy, drive more traffic to that content (and your website) by creating micro-content on Pinterest, Google My Business, and social media.
Blog posts and Pinterest are like peanut butter and jelly. 31% of adults in the US use Pinterest, so it’s a HUGE way to drive traffic to your website. It’s a great addition to anything else you’re doing to get found online.
Long story short, Pinterest is a separate search engine in its own right. That said, your keyword research still helps you get found online on Pinterest! Once someone has found you on Pinterest, you can link them directly to a blog post, lead magnet, or anywhere else you want them to go.
Read more about SEO for Pinterest here.
Where to use keywords on Pinterest
- In the graphic, you’re pinning
- In the pin title
- In the pin description
- In your profile
- In board titles
Google My Business
Google My Business is a quick and easy way to boost your searchability and online visibility. You can list your products and services (SEO optimized, of course) as well as blog posts that share what you’re all about.
Setting up GMB is also a fabulous way to start showing up in more local search results – even if you’re an online business.
Where to use keywords on Google My Business
- In your description
- In your service listings
- In your Categories
- In company updates (blog posts + titles)
Read more about setting up Google My Business here.
Social media
Social media can get overwhelming…and it can take up all your content energy if you’re not careful. I recommend picking ONE social media platform to start with, whether that’s Instagram, TikTok, Facebook, or LinkedIn. How do you choose? Pick one that you know your audience hangs out on – but also pick one that you like to use! Choosing a place where you can show up consistently is more important than finding the “perfect” platform for your audience.
Sprinkle your keywords throughout post captions to draw more people to your content.
Read my blog about building a custom links page to drive site traffic here.
Where to use keywords on social media:
- In captions
- In images
- In hashtags
- In your profile
Ready to get found online?
It doesn’t have to be hard! With good keyword research, SEO strategy, and consistency, you will get found online. Just remember: it all comes down to using your keywords in both macro content (blogs, podcasts, and YouTube) and micro-content (Pinterest, Google My Business, and social media).
Need help with your SEO strategy?
We’ve got you! Set up an SEO Strategy call now.
