allerlayIf a website does not appear in the top search results when you search for your name or company name, this is not necessarily bad. Nor do you have to rethink your entire SEO strategy because of that.
Branded Searches: They already know you
Such searches are so-called “branded searches”. This means that people who search in this way already know you or your company. They then reach you and your website via detours, for example via LinkedIn or with a little scrolling on the search results page.
Keyword strategy: search from the perspective of others
More important than branded searches are non-branded searches on topics and keywords that are relevant to you and your business. If you want to determine which keywords are relevant to your business, please keep in mind: Your potential website visitors may use different keywords than you do. So, when creating this keyword list, you must try to look at the topics from a non-professional’s point of view.
Know your target groups and their goals
For this to succeed, you need to know your target audience and their needs and intentions. So before you even think about whether to advertise or revamp all the content on your website, take a step back and develop a keyword strategy.
Ask yourself the following questions:
- What are my target groups looking for?
- What are their intentions?
- Which search terms do my competitors rank with?
- Which keywords have the highest potential with the smallest possible effort and investment?
The keyword strategy as the cornerstone of further measures
As soon as this strategy is in place, you can derive concrete measures from it. These measures could be landing pages on different topics, regular blog posts, a restructuring of the existing content (with on-page optimizations), or even the placement of advertisements.
How can I help?
You don’t know how and where to start or you need a sparring partner for the outside view? Then we should discuss your needs in a free initial consultation.