There is no company with an online presence that cannot benefit from search engine optimization (SEO), but the approaches for every industry are unique and dynamic. For the tech sector, this uniqueness is noticeable in the industry competitors and how the audience consumes content.
Most of the audience consists of professionals who seek technical content. Yet you want to adapt to the needs of enthusiastic laypeople as well.
Therefore, creating search-engine-optimized content for the tech audience involves discussing highly specialized and complex topics in a simple but thorough way.
It’s also important to note that SEO only guarantees long-term results, so you need a lot of patience.
First Things First: Keyword Research and Optimization
Before setting out your SEO strategy, analyze your niche to understand what your audience needs and adapt to their peculiarities. After a series of market research, create buyer personas that reveal the specific personalities and needs of your audience.
This will help you define your goals, which could be increasing lead generation, sales conversion, branding and reputation management, or simply gaining more organic traffic to your website. Make sure to set goals that are specific, measurable, attainable, realistic and time-bound (SMART).
Ranking No. 1 on Google is only a means to an end, not an end in itself. If it was about that, anyone could rank No. 1 for any unsalable keyword. But what is important is the value of the keywords you are ranking for. The best keywords have high search volumes, are not too competitive, are relevant to your audience and suited for your business goals.
For that, you need a good keyword research tool such as SEMrush, Moz, Google Trends or BuzzSumo. Make a list of keywords that match your business goals and audience needs, and craft content around them to be published.
Build A Reputation And Authority
Once the preliminary stages are set, it is time to start publishing. Your aim should be building a massive reputation. Authority websites such as Forbes, The Next Web and TechCrunch have their content consistently rank on the first page.
The road to SEO success is not so smooth for new tech companies, so you may want to work with an SEO service provider. The reason is that most of your competitors have built a massive online reputation already, and edging them can be difficult.
First, aim at consistency and quality. Publish thoroughly researched, high-quality content regularly and frequently. Also, make your content stand out by developing a unique tone, informed by your audience’s demographics.
In addition, don’t limit yourself to written content; try to vary your strategy to include infographics, videos and podcasts. If you have trouble coming up with fresh content, you can simply repurpose an existing post into a different format. Multiple channels for interactions help you reach more people.
However, the work is not finished yet. One of Google’s most important ranking factors is backlinks. Google’s bot crawls pages by following links, so the more high-quality backlinks to a page, the higher it ranks on the search engine. Many people linking to your content suggests that it is relevant and of high quality. Build authority by building backlinks.
Ordinarily, the best way to build links is to let others reference your content organically. Therefore, you need to build links yourself by promoting your content on multiple channels, writing guest posts on other websites and linking back to your page, or simply requesting that other journalists and writers link to your content. Of course, in all these, the quality of your content has to be top-notch.
Improve The Visitor Experience
While you build your content around satisfying your audience, you should also aim to provide them with a great experience when they visit your website. If you don’t, your rankings will not soar. Dwell time and bounce rate are important SEO metrics.
Dwell time is the length of time a visitor spends on your website before returning to the SERPs. Bounce rate is the number of users who visit your site and go back to the SERPs without interacting with any element on the page.
Your aim should be to post relevant and engaging content on your website. The longer a visitor spends on your page, the higher the value it attracts. To increase the dwell time and reduce the bounce rate on your site, certain methods must be adopted.
Google began prioritizing the mobile versions of webpages for rankings with its mobile-first indexing update. This became necessary because mobile devices have become the primary way by which internet users access the web.
Another important method to improve visitor experience is fixing page speed, or how fast the contents of your webpages load. There are different methods for measuring this. The longer a page takes to load, the higher the bounce rate.
Google PageSpeed Insights is a free tool that assesses the load time of your webpages. To make a page load faster, you should consider compressing the page’s files, optimizing images, reducing redirects and leveraging browser caching.
Since the COVID-19 pandemic, most companies have been forced to pause business operations while having some employees perform the most important business operations from home. When it comes to SEO, there are work-from-home SEO trends that can be employed during this period, and it’s advisable for companies to use this time to get ahead of competitors.
It is important to understand that SEO is not a once-and-for-all strategy. To sustain momentum, it must be an ongoing process. The results may not be visible right when you begin, but as long as your methods are right, the gains will become increasingly massive.
The 2020 Guide To SEO For Technology Companies