NASA Women's Hoodies: Combining Fashion and Science

Introduction

In the world of fashion, there's a growing trend that beautifully marries the realms of science and style: NASA hoodies for women. These hoodies have taken the fashion industry by storm, offering a unique blend of comfort, self-expression, and a deep appreciation for space exploration. One such hoodie that has gained considerable attention is the "Southern Sisters Women's Hoodie." In this article, we will delve into the fascinating world of NASA-inspired fashion, explore the appeal of the Southern Sisters Women's Hoodie, and discuss why these garments have become more than just clothing—they are symbols of a generation's love for both fashion and science.

The NASA Fashion Trend

Fashion has always been a form of self-expression, a way for individuals to showcase their interests, beliefs, and passions. In recent years, one particular passion has taken center stage: space exploration. NASA, the United States' space agency, has captured the imagination of people around the world for decades. It's no surprise, then, that NASA-inspired fashion has become a phenomenon, especially among women.

NASA hoodies for women offer a unique opportunity to merge the worlds of science and style. They allow wearers to express their admiration for space exploration while looking effortlessly chic. These hoodies often feature iconic NASA logos, space-themed graphics, and bold designs that appeal to both space enthusiasts and fashion-forward individuals.

The Southern Sisters Women's Hoodie

Among the myriad of NASA-inspired fashion items, the Southern Sisters Women's Hoodie stands out for several reasons. Available on Amazon, this hoodie has garnered attention for its quality, design, and the message it carries.

• Quality and Comfort: When it comes to hoodies, comfort is paramount. The Southern Sisters Women's Hoodie is crafted with high-quality materials that are both soft and durable. It's designed to keep you warm during chilly evenings while feeling cozy against your skin. The attention to detail in the stitching and construction ensures that this hoodie is not only fashionable but also built to last.

• Stylish Design: The design of this hoodie is where it truly shines. Featuring the iconic NASA worm logo on the front, it pays homage to the agency's rich history and contributions to space exploration. The design is bold and eye-catching, making a statement that you're proud to support NASA's endeavors.

• Versatile Wear: NASA hoodies are incredibly versatile, and the Southern Sisters Women's Hoodie is no exception. Whether you're heading to a casual gathering with friends, running errands, or simply lounging at home, this hoodie fits the bill. Its relaxed fit and functional hood make it a great choice for various occasions.

• Unique Message: Beyond its stylish appearance, this hoodie sends a unique message. By wearing NASA-inspired clothing like this hoodie, you're not just showcasing your fashion sense; you're also expressing your admiration for science, space exploration, and the pursuit of knowledge. It's a statement that science is cool and should be celebrated.

Why NASA Hoodies for Women Are a Hit

The appeal of NASA hoodies for women goes beyond their design and comfort. Here are some reasons why they have become a sensation:

• Inclusivity: Space has always been a symbol of unity, transcending borders and bringing people together. NASA hoodies embrace this inclusivity by offering a fashion trend that anyone can enjoy, regardless of age, gender, or background. They are a symbol of unity among science enthusiasts and fashion-forward individuals alike.

• Educational Value: NASA hoodies serve as conversation starters. When someone sees the NASA logo or space-themed graphics on your hoodie, it often sparks curiosity and questions about space exploration. This provides an opportunity to engage in educational discussions about the wonders of the universe and NASA's role in exploring it.

• Empowerment: For many women, NASA hoodies represent empowerment. They send a powerful message that women can be passionate about science, technology, engineering, and mathematics (STEM) fields while also embracing their personal style. These hoodies challenge stereotypes and encourage women to pursue their interests fearlessly.

• Timeless Appeal: The fascination with space is timeless. NASA hoodies have a classic quality that transcends passing fashion trends. They remain relevant year after year, making them a worthy addition to any wardrobe.

Conclusion

NASA hoodies for women have captured the hearts of fashion enthusiasts, science aficionados, and everyone in between. The Southern Sisters Women's Hoodie, with its exceptional quality, stylish design, and powerful message, exemplifies the essence of this trend. These hoodies are more than just clothing; they are symbols of unity, empowerment, and a shared love for space exploration.

So, whether you're stargazing on a cool evening, attending a science-themed event, or simply looking to express your admiration for NASA, consider donning a NASA hoodie for women. It's a fashionable way to show the world that you're reaching for the stars while staying grounded in style.

In a world where fashion often evolves rapidly, NASA hoodies for women remind us that the beauty of space exploration is timeless, and our love for it can be proudly displayed on our sleeves – or, in this case, our hoodies.

As the saying goes, "Fashion fades, but style is eternal." And NASA hoodies for women are eternally stylish.

What Is Link Building?

 

Link building is one of the most crucial search engine optimization (SEO) techniques that are often overlooked by website owners. It’s about building connections between your website and other high-authority sites in your industry or niche. The process involves creating valuable content that can be linked back to other websites. This approach not only helps to increase the reputation and authority of your website, but it also drives organic traffic and ultimately improves search rankings.

Link Building Basics

The idea behind link-building and link-building services is to make your website as valuable and informative as possible so that other websites want to link back to your content. When other websites link back to your website, search engines take note and understand that your website is authoritative and worthy of ranking higher. The more high authoritative links you can secure, the more recognition you will get from search engines, leading to increased visibility and better rankings for your website.

Your First Link Building Campaign

If you are looking to improve your website’s ranking on search engine results pages, then link building is a crucial aspect that you cannot afford to ignore. A good link-building strategy should aim at attracting high-quality links from authoritative websites. These links act as powerful signals to search engines that your website is trustworthy and provides valuable content to its readers. However, it takes more than just creating valuable content to achieve this goal.

Optimizing your website’s structure and organization plays a significant role in building a robust link profile. Search engines use bots to crawl and index websites and a poorly structured site can impede their ability to understand the content it contains. This can result in lower search engine rankings, and fewer authoritative websites linking to yours. Therefore, it is essential to ensure that your website is structured in a way that is easy for search engine bots to navigate and understand.

To achieve this goal, you need to consider factors such as website speed, mobile responsiveness, and proper use of header tags, among others. A well-structured website not only makes it easier for search engine bots to crawl and index your content but also improves user experience. This, in turn, can lead to increased engagement metrics such as longer dwell times and lower bounce rates, which are also important factors in improving search engine rankings.

Additionally, a good link-building strategy should leverage a range of tactics to attract relevant and authoritative links from other websites. These tactics can include guest posting on authoritative platforms, broken link building, and influencer outreach. Each of these techniques requires specialized knowledge and skills, and working with a team of link-building experts can help you create a custom-made link-building plan that meets your specific needs. Such a team can help you generate high-quality links quickly and efficiently, saving you time and resources that could have been spent on ineffective strategies.

Investing in a Link Building Strategy

Investing in link-building practices is a crucial aspect of any website’s SEO strategy. The relevance of link building cannot be overstated as it helps to establish a website’s credibility and authority in the search engine results pages (SERP). The practice involves strategically acquiring high-quality backlinks from reputable websites and blogs that directly link to your pages.

With the help of expert link-building professionals, you can ensure that your website is consistently attracting new links that not only help to improve your search engine rankings but also direct traffic your way. Link building helps to create a strong network of connections that boosts your website traffic and establishes your brand as an authoritative resource in your industry. While link building can take some time to show visible results, it offers a long-lasting effect that is unmatched by other SEO tactics.

In conclusion, investing in link-building practices is a wise decision that should be considered an essential part of any website’s SEO strategy. With the right team of professionals, you can feel confident that your website is on the right path to long-term success in the ever-evolving digital landscape.

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Employee Development Program: What is The Benefits and How to Implement It

 

Employee development can be understood as a human resource development program to prepare employees to have better work performance. Employee development is not only aimed at improving employee skills. It also prepares employees so that they are ready to occupy higher positions. In other words, this development program also supports employee career development.

 

To achieve business goals, companies need professionals who are experts in their fields and have various skills. This is because the employee development program is at the forefront of producing quality and skilled human resources.

How To Implement Employee Development Program?

The employee development program needs to be carefully planned so that the implementation runs smoothly and gives satisfactory results. So, what can the managerial or HR team do to develop an employee development program? Here are some of the methods that they usually do.

1.   Provide Training

Conducting training is one method of employee development programs that is commonly carried out in various companies. Training is provided to train and improve employee skills so that they are more skilled in carrying out their duties.

 

In addition, training also aims to provide new insights to employees or new abilities that suit the needs of the organization or the company. This training program can be carried out both internally and externally.

 

Internal training is carried out within the company environment with trainers from internal companies as well. While external training is carried out by sending selected employees to certain agencies or institutions to take part in the training. Managerial or HR can also bring in trainers from outside the company to provide training to employees. The various employee development programs through training include:

 

●     Skill training: skills training to improve employee skills.

●     Retraining: retraining whose purpose is to provide employees with the skills needed to deal with changing job demands.

●     Cross-functional training: cross-functional training involves workers carrying out work activities in fields other than their jobs.

●     Team training: training to train teamwork in completing work to achieve common goals.

●     Language training: training to improve foreign language skills so that they can compete globally.

●     Technology training: technology training to support company needs such as digital marketing, programming, and so on.

●     Creativity training: training that provides opportunities to be creative, and trigger ideas as freely as possible on rational values ​​that drive the company's business development

 

2.   Education programs

The next employee development method is through educational programs. Sometimes companies provide formal educational facilities to potential employees.

 

Managers can encourage potential teams and provide recommendations for obtaining a certain level of formal education. For example, employees who graduate from high school or vocational school are given educational scholarships to undergraduate levels. With the opportunity to take education provided, employees are expected to gain broader insights. That way, they can carry out their duties optimally and competently.

3.   Job Rotation

Employee development programs are not limited to activities outside of work. Managers can also encourage human resources to continue to develop their capabilities by rotating jobs. Job rotation is carried out to provide opportunities for employees to be able to handle new jobs. So that they can experience a variety of jobs other than their own job description.

 

In addition, job rotation also provides opportunities for employees to find positions that are more in line with their interests (passion). Job rotation can be done by moving employees from one division to another.

 

When implementing an employee development program through work rotation, employees certainly need to receive instructions and guidance first so that their new assignments are completed properly.

4.   Coaching

Another employee development that is also often carried out by companies is coaching. Coaching is usually held to motivate employees. With increased motivation, skills are also expected to increase.

 

Increased skills will result in a better quality of work. In addition, coaching can also be a means of sharing knowledge and strengthening bonds between employees.

 

Employee development is a must if the company wants to get a good image and high trust from employees. Some of the employee development methods above can be applied to bring out the hidden potential of employees.

 

Aside from paying attention to the employee development program, to ensure high productivity of all employees - paying attention to workspace cleanliness is as important. By hiring commercial office cleaning SG - the company can effectively increase employees' productivity, and support them to focus better on their work.

SEO Content Marketing: How to Set Up a Successful SEO Content Strategy

 

Just about every business feels pressure to publish content that boosts its presence on search engines — and thus get potential customers through the door — but there are still some misconceptions about what SEO content marketing actually is and how it differs from regular old content marketing.

Put simply, SEO content marketing refers to the production of content (articles, blogs, whitepapers) geared toward terms and topics being searched online, with the ultimate goal of promoting the business that published it.

Companies of all kinds can benefit from SEO content marketing. They just need to know where to start.

 

What Is SEO Content Marketing?

SEO content marketing focuses on producing keyword-targeted content that drives qualified traffic from Google to a company’s website. Qualified traffic refers to visitors who are likely to find the content useful and relevant to their situation. In some cases, it may mean the visitors are ready to buy the company’s product or service.

WHAT IS SEO CONTENT MARKETING?

SEO content marketing is when a brand publishes content targeting specific topics or terms searched online by potential customers, ultimately driving these potential customers to the brand’s website, where they might make a purchase.

To better understand what SEO content marketing is, first consider the purposes of both SEO and content marketing services.

WHAT IS SEO?

SEO is the process of improving a webpage’s organic (non-paid) traffic from search engines. It is done by applying techniques both technical (making sure the site can be crawled and indexed by Google) and content related (making the page useful and reader-friendly). These techniques increase the chances Google will surface the page for users who might find it helpful and relevant, based on their search query.

WHAT IS CONTENT MARKETING?

Content marketing is a form of marketing in which companies create content for a target audience. It builds brand loyalty by educating consumers on a product, service, or relevant topic. Content marketing encompasses blogs, social media, email, and video.

How SEO and Content Marketing Work Together

While it’s certainly possible for content marketing strategies to prioritize other distribution channels — like social media or email marketing — most will have at least some focus on search. Many prioritize it heavily.

“I don’t think it’s possible to be a good [content marketer] and not concern yourself with search,” said Mordy Oberstein, head of communications at Semrush. “There’s an intrinsic relationship between your website and search engines.”

“The way modern digital consumption occurs — people go to search to consume things,” said Adam Tanguay, head of SEO and content at Jordan Digital Marketing.

Content marketing and SEO increasingly go hand in hand. Even so, it’s important to remember that SEO-focused content only really works when the brand or publisher creates content about topics related to its expertise and that pinpoints keywords that its target audience is searching for online.

Carol Lyden, the director of search content at Search Engine Land, published by Third Door Media, recalls a time when a client wanted to rank high on Google for the phrase “glass shower doors.” The client manufactured glass shower doors and sold them to architects by the hundreds.

Lyden had to tell the client the tough news: It would be pointless to invest in creating content they hoped would rank for that keyword. That’s because the typical person typing “glass shower doors” into Google is someone who wants to shop for one at Home Depot or Lowe’s, not an architect buying in bulk. Creating search-engine-optimized content about glass shower doors would fail to achieve what the client really wanted — more traffic and leads.

Indeed, SEO content marketing is all about meeting your brand audience’s search intent and sticking to specific topic areas of interest.

Even if businesses aren’t trying to acquire new users through non-branded search terms — say, “glass shower doors” — consumers still often search for brand names on Google instead of typing out a website. So from a reputation management perspective, it’s important for brands to at least be aware of what shows up when someone searches for their name.

At the most basic level, what makes content SEO-friendly is that it provides people using Google with the best user experience, 

Google wants people’s searches to yield helpful results, she explained. That way, people will keep coming back to use it. And enough of them will click on the ads listed atop the search engine results, which is how Google makes money. So Google is incentivized to deliver content that best matches the query intent.

Content marketing that is good for people using Google search is typically content that is easily understood, answers people’s questions comprehensively and speaks to them in understandable language free of jargon. It meets them where they are.

How to Create an SEO Content Marketing Strategy

To develop and execute a successful SEO content marketing strategy, businesses need to invest in both the technical and content-related aspects of SEO. (And perhaps hire a content marketer or two.)

That said, it’s first worth noting that not all companies need to engage heavily in SEO content marketing. Local brick-and-mortar businesses, for example, probably just need to make sure their websites work, their Google My Business information (address, phone number, hours of operation) is up to date and their online reviews are being engaged with. Trying to rank for “best pepperoni pizza recipe” should not be where a neighborhood pizza place invests its efforts, because that’s not how it will get customers.

With that caveat out of the way, if you’re looking to create an SEO content marketing strategy from scratch, the steps below will help you get started.

HOW TO CREATE AN SEO CONTENT MARKETING STRATEGY

1. Define your target audience.
2. Pinpoint content topic areas.
3. Correct technical SEO and website issues.
4. Create helpful, engaging content.
5. Optimize your content’s page structure and layout.
6. Treat your content like a resource library.
7. Diversify your content distribution.

1. DEFINE YOUR TARGET AUDIENCE

It’s important to start with understanding your target audience. That’s who you’re creating the content for.

You should at least have an idea of who your customers or users are, or what your product-market fit looks like. Maybe you’ve made user personas or empathy maps too.

You are trying to empathize with their context, and their situation, asking questions like: Where are they in their user journey? What problems do they have? What questions do they need to be answered? Try to put yourself in the audience’s shoes. With some intuition, you should start to notice what topics — and questions within topics — are relevant to them.

 

2. PINPOINT CONTENT TOPIC AREAS

There are SEO tools — such as Semrush and Moz — that can help you figure out what keywords within topics to target.

Google these keywords. See what is ranking at the top and pay attention to how it’s presented, and what thematic patterns emerge. That will help clue you into what Google thinks users want to know about those keywords. It tells you what people want. You can use these findings to build out an editorial calendar.

As a general rule, businesses should not try to rank for keywords that are outside of their niche or expertise. Just because you make software that helps people buy baseball tickets does not mean you should be trying to rank high on Google for baseball terms. Because even if you succeed in ranking high for that, the vast majority of your traffic won’t be qualified — it won’t be people interested in using your software. It will amount to empty traffic.

It’s important to understand that topical authority is built over time. It takes a little while to start ranking for competitive keywords, especially if you’re starting your SEO content marketing program from scratch.

Because of this, Oberstein suggests thinking of SEO content marketing as dating.

“You wouldn’t ask someone to marry you after the first date,” he said. “You create one page, Google’s not going to rank you for the next page automatically. Google needs to understand who you are, what you are about, what kind of content you write about, what kind of audience [you have], how authoritative you are, how reliable you are, and how consistent you are. Google needs to have the understanding to feel comfortable with you to rank you.”

From a purely SEO point of view, Oberstein suggests brands consider starting with one niche topic and writing toward specific keywords within it, and working out more broadly from there.

“If you’re writing about heart attacks, don’t go after the keyword ‘heart attacks,’ you’re not going to rank for that,” Oberstein said. “Go after something really specific — ‘Does drinking more X combined with eating Y contribute to heart disease?’”

You’ll have an easier time ranking for that. And over time, Google — like a reader — will come to understand you have some authority and expertise to write about (in this case) heart health.

3. CORRECT TECHNICAL SEO AND WEBSITE ISSUES

It doesn’t matter how good your content is if it can’t be found on Google or if your site takes forever to load. So taking care of the basic behind-the-scenes work of technical SEO should be the starting point for any search-focused content strategy. That way, Google can actually crawl your site and show your content in its search results.

“That’s heavy upfront,” Tanguay said. “And then it’s basically managing it over time [and] putting that into the core of the web development process for the company.”

 

4. CREATE HELPFUL, ENGAGING CONTENT

Good content matches the intent of the user. What information do they need? How do they need it? Write toward that.

“When Covid hit, Google came out and said, ‘If you’re going to write content about Covid, you don’t necessarily want to make it hyper-complicated,” Oberstein said. “That’s not good for the user. Your average person needs to be able to walk away and understand what the hell you’re actually talking about.”

A common temptation within SEO content marketing is to get too fixated on the keyword for which you’re trying to rank. Too often, that leads to content that’s not all that useful.

That’s why Tanguay doesn’t want content producers on his team to think about keywords during the writing process. Even if they are writing SEO-focused content.

“I try to tell writers [to] spend the time thinking about the persona and the audience and writing something unique,” he said. “This is a competitive advantage: Being able to write something that is exceptionally better than the other things that are being delivered when someone searches for that query.”

“This is the competitive advantage: Being able to write something that is exceptionally better than the other things that are being delivered when someone searches for that query.”

With a topic in mind, Tanguay says to focus on making the first draft of any piece of content “the best piece of content and the unique voice for that persona and for that brand.”

The second draft is the time to tweak the language so that it reflects the keywords used in relevant search queries, Tanguay added.

Along those lines, keyword placement is important when you’re trying to rank for a certain one. Naturally, when you’re trying to explain a topic, you will want to include the keyword in the headline and the opening paragraph. That’s not keyword stuffing, that’s just intuitive writing.

“Back in the day, when Google was just getting started, [and] you had a shoe website, you were stuffing in … ‘shoe shoes’ over and over again,” Oberstein said. “You weren’t offering the user the best experience. You were writing for a search engine.”

That’s changed since then. Google has improved in its understanding of what is and what isn’t quality content. So writers shouldn’t think they’re writing for a machine. They should write for humans.

5. OPTIMIZE PAGE STRUCTURE AND LAYOUT

Reader-friendly page structure is helpful for readers (obviously) but it’s helpful for Google too.

Put yourself in the user’s shoes. When they type something into a search bar, they’re not looking for a dissertation. And while they may want to read something comprehensive, they certainly don’t want to read something difficult to understand and a strain on the eye.

For this reason, SEO specialists recommend content marketers use plenty of headers (H2s and H3s) and paragraph breaks to make for clear, digestible reading. Bulleted lists and tables and images can often help as well. The exact presentation depends on the topic and what state of mind the user is likely in. There’s no silver-bullet format.

You also want to include links to other relevant pages on your site. That helps users — and Google, by extension — understand, topically, where other pages fit in and how different pieces of content connect together.

 

6. TREAT YOUR CONTENT LIKE A RESOURCE LIBRARY

Unless you’re a news publisher, you should think of your SEO content marketing efforts as building a library of evergreen resources.

“People, for the most part, are not saying, ‘I can’t wait to see what the next update is from this brand,’” Tanguay said. “They’re like, ‘I’m trying to learn about this topic,’ and so they enter the library, trying to find that piece of information ... from your blog.”

That means you should probably focus less on what your blog homepage looks like, Tanguay said. Instead, focus more on what your individual article pages look like — and how they naturally nudge people toward reading the next article or signing up for your newsletter, or downloading some tool or resource.

“Those are the important moments to think about with content marketing,” he said.

 

7. DIVERSIFY YOUR CONTENT DISTRIBUTION

Pages tend to rank higher on Google when other people read them and link to them on their own websites. So content marketers should consider including additional distribution methods in their content strategy. That way, the content finds a larger audience outside of search (which may, in turn, help it find a larger audience on search).

“A lot of people think link-building is like stupid and it’s from 1990 and you don’t need to do it,” Tanguay said. But he thinks that baking additional distribution methods into the content process can go a long way toward giving pieces of content the boosts they need.

That could mean partnering with other publishers for alternative distribution channels or including content collaborators on the project who can eventually share the final product with their networks.

“A lot of people dismiss or actually don’t do it,” Tanguay said. “I think that’s the biggest mistake people make.”

Track Your SEO Content Marketing Success

SEO content marketing is not a “set it and forgets it” operation. It requires ongoing web analytics monitoring, testing, and iteration — both to see if your SEO content marketing strategy actually works and to find ways to replicate and improve upon your successes.

 

MONITOR TRAFFIC AND KEYWORD RANKINGS

Track the organic search traffic and search engine rankings of your content marketing pages after publication. You can do this using tools like Google Analytics, Ahrefs, Semrush and plenty others.

If it’s important to your business that readers click-through a content marketing page to get to a product page, for example, you’ll also want to track conversion rates. That way, you can see what percentage of organic search visitors perform the actions you ultimately want them to take.

 

OPTIMIZE YOUR CONTENT

See where your content marketing is lacking in traffic and search rankings, and try to pinpoint the reasons for their poor performance. Maybe the keywords aren’t used in the meta title and headline. Or perhaps the content was written as a long-winded explanation and all the top-ranking articles for the same keyword are tactical how-to guides. Whatever the case, it’s important to make your best bet and tweak the content. After that, continue to monitor the performance and see if traffic and rankings improve.

On the flip side, it’s equally important to pay attention to the successful pieces of content you publish. What do they do (editorially, structurally, etc.) that makes readers — and by extension, search engines — find them relevant and useful to their queries? Identify those takeaways and fold them back into your content marketing strategy.

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Is SEO Worth the Investment?

 

  Like any investment, time and effort spent on search engine optimization has risks — it might pay off, or it might not. Read on to see how to make a safe bet on SEO

As someone who has been doing SEO for the last fifteen years, many potential clients are surprised when I tell them to ignore SEO. For some, this is because I think that the business will not currently generate a return on its SEO investment. For others, I think the timing is just wrong.

Search engine optimization is a marketing channel just like any other channel, and there is never a reason to invest in every channel all at the same time. I have never met a CMO who thinks it’s a great idea to run a print media brand campaign “just because,” but somehow SEO has become something that can never be neglected.

What Should Businesses Expect From SEO?

There is a fundamental misunderstanding as to exactly what is expected from SEO, and its opaque qualities, promoted by marketing agencies, make this channel seem almost magical. SEO is not a slot machine where you drop in your change and expect to land on triple 7s with the first pull of the lever. It is an investment in which, from the outset, the company should have a reasonable sense of whether it will work to drive increased business or not. 

This means that investing in SEO requires a strategic approach to attract users. Churning out blog posts to capture keywords might achieve some search engine visibility, but it won’t guarantee profitability. 

There should always be a KPI goal attached to an SEO investment — even if that goal is not financial, but something simple like user awareness. Along those lines, making a website perfectly compliant with SEO best practices also does not guarantee a result, and making technology investments to achieve this outcome might not be the wisest use of resources. Improving website infrastructure for best practices is an investment in time and resources that could be used elsewhere, so this investment should, of course, be justified by the anticipated outcomes.

        

  

2 KEY TAKEAWAYS FOR SUCCESSFUL SEO

1. Know your user, what they want, and how they’d search for it.
2. Build for your user and show how you’re unique.

Know Your User, What They Want, and How They’d Search for It

As a first step for determining whether an SEO investment makes financial or business sense, a marketing leader must first understand the desired user persona and whether this persona is even viable. There are many genres, for example, long-sales-cycle B2B products, that will simply never have a persona seeking them out on the search. While B2B tools are incredibly useful in the workplace, the problem they solve might not be important enough to have the potential buyer using a search engine to find a solution.

Understanding who this searcher might be requires placing yourself in the shoes of the buyer and thinking through how they might find you. Armed with the knowledge that there are users likely to be looking for your product and service on search engines and not finding you, you can then brainstorm ideas on how to be visible to those users. 

Build for Your User and Show How You’re Unique

There are many approaches for building an entire product offering around prospective users, but this isn’t a one-size-fits-all solution. The right tactic will be contingent on the business category, user persona, and most importantly, what the users might be seeking on a search engine. 

The best SEO efforts I have ever seen go to market with the same messaging approach that works for every other channel. That is, if there is something that makes your product unique, this should be a key part of the SEO effort. There is no reason to have different personas and performance metrics than from any other marketing channel.

Your users’ search requirements could be addressed with a handful of blog posts, a photo library, a video series, or long-form content. All users and all businesses are different. Even if you think an approach works for a competitor, there is no guarantee that it will work for you. Don’t judge yourself by competition, your only metric is the goals you set at the outset. In many cases, a competitor might be highly visible on search due to the investments they have made, but it may be only driving eyeballs, not sales. 

All of your efforts should be focused on user experience and not search engine requirements. Search algorithms can change overnight, but your buyers and users will not typically be as fickle, so long as you have put the research in to understand them. The business impact should be paramount and should drive all of your decision-making. Don’t worry about slow growth, day-to-day search engine rankings, or the latest search engine algorithm update. 

SEO is not a requirement for a successful marketing strategy and should only be undertaken if it adds value and marginal impact to your user acquisition efforts. If you have determined it doesn’t, there’s no need to do SEO. However, if there is a fit for SEO, it could be one of the most valuable acquisition channels you will have.