Successful telecommunications companies have been around a bit longer than the requirement for high-impact SEO techniques. This may leave you wondering if it’s actually necessary. Well, the answer is yes and you can use it to drive your SpeakIntelligence store growth through the roof.
Generally, the better you rank engines, the more clicks your company site gets. The more clicks, the more leads, and then more customers you get. Eventually, this means more referrals and testimonials which in themselves are customer generating tools. And with everything, comes authority. This all feeds the search engine machine and the cycle is repeated while your company grows.
With such vast competition and noise on the internet, there’s no way to deny that your telco needs SEO. If you’re not on page one, most people are not seeing your site nevermind clicking on it. You need to be ranking high, especially if the query is ‘where to buy a business phone number’ and you’re a telephony provider.
And that’s just it – people aren’t searching for ‘telephony provider’. You need to undertake extensive long and short tail keyword research and ensure your landing pages are optimized to include them. But don’t stuff them in – use synonyms and deploy A/B testing to see what works for your customers.
SEO will definitely improve your visibility, and a high rank brings trust and credibility. This element of inbound marketing is critical because organic search is the principal source of website traffic – and gaining traction is critical to lead generation and activation.
One of the best things about SEO is that it’s relatively cheap. For businesses in ultra-competitive markets like telecoms, where margins are continuously squeezed, you need to do what you can to weather the storm (check out our whitepaper on this). It makes little sense to pay above the board for huge outbound campaigns. At least not when there’s an effective, long-term strategy that will generate warmer leads and benefit your bottom line, waiting for you to take advantage of it.
So how do you get started?
Getting your website to rank highly depends primarily on two things:
- Improving your discoverability and relevance through high-quality keywords and optimized landing pages.
- Building high authority by getting quality and relevant backlinks to your website.
Yes. Okay. But how do you do that, right? First of all, you need to get to know Google under-the-hood.
Bots, on behalf of the search engine, scan your web pages to find out exactly what’s on them. This is called crawling. They then use this data to determine how relevant your pages are to certain search terms by indexing it. Already, you can see why keywords and copy that relates to what people are actually searching for, is important.
After you’ve been crawled and indexed, the bots decide how authoritative your site is. This is where your behind-the-scenes strategy really matters. How many people are linking back to your website? How many outbound links do you have? When was your page last updated?
Having sites linking back to you establishes you as a trustworthy and credible source because it shows that other people are referencing your services. The opposite is also helpful for your company – by linking back to someone else’s site, you show transparency and reliability. Little tricks like updating your website and landing page copy often can push you up the ranks because a more up to date page is more appealing to searchers – and Google’s algorithm means if more people click your link, it’ll push you up further.
Crawling, indexing and ranking are heavily dependent on one another. If your pages aren’t relevant to the search query, it won’t rank no matter how many credible backlinks you have. And if it’s not credible, it also won’t rank despite its relevance. If your website can’t be discovered anyway, there’s no chance of ranking at all. It’s important to optimize all elements of the cycle to ensure you’re generating organic traffic for high-quality lead generation.
Growing your telephony store can be easy
In today’s market, you probably don’t have an inbound marketing strategy or the time to create and deploy one. SEO isn’t a one-size-fits-all solution but optimizing landing pages is crucial in your discoverability.
That’s why SpeakIntelligence has made it simple for our users to optimize their pages and take that to the next level, with a fully packaged marketing service for your store.
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