No plan makes sense if it is not part of a strategy.
Making a lot of noise and positioning in Google will not necessarily help us to increase sales or to position the brand for our public. More and more, we need a strategy that allows us to set the course we are interested in.
Analysis of the environment and competition
The best insights or keys to our strategy are to be found in the competition. From the companies that are succeeding, we will extract their best practices, from those that do not take 100% care of their strategy, we will take advantage of the opportunities they leave us.
The Internet is an ocean of information, sometimes interesting, sometimes irrelevant, and sometimes absolutely revealing. In marketing, we must navigate this ocean, but we must also know where to look.
Positioning of branded and geo-localized terms
Let anyone who searches directly for you, find you. Simple, isn't it? It's really common to find brands that don't appear in Google for their own searches.
The first step of the plan has to be to position ourselves adequately for all the searches that have to do with us, so we will make it easier for our audience to interact with us and give the right impression.
On the other hand, we must understand that Google adapts to the places from where users search. If we search, for example, for 'Italian restaurant', the search engine will show us restaurants in our area. In addition, users also adapt their searches to their needs. For example, if they search for apartment in Tenerife, they will search for 'apartment for rent in Tenerife (or the city)' but they will not search for 'apartment for rent in Canary Islands' or just 'apartment for rent'.
This opens the opportunity to position ourselves with less competition for geolocalized searches. Interesting, isn't it? Does your company have any opportunity for localized positioning?
Positioning of long tail opportunities
Less general user searches and more specific or 'niche' searches open the opportunity for vertical positioning. What is vertical positioning? Well, it is the exercise of positioning for a very specific search and, therefore, not very competitive.
With long tail positioning we will achieve results in a short time and start building our traffic source. In addition, if we are smart, we will position for queries that, although they have a low search volume and are very specific, are from highly qualified users with a high probability of becoming customers.
An example: it is not the same to position for 'cheap mobiles', than for the model 'Huawei Mate 10 Porsche Design'. The latter has fewer searches, but everything seems to indicate that those who search directly for the model are really interested in the product.
Can you think of long tail opportunities for your business?
Positioning of highly competitive searches
The strategy will define what our first big goals are on Google: cheap cell phones online? best sustainable experiences in the Canary Islands? digital strategy consultancy? food delivery?
We will gradually get to compete for the most competitive and highest volume searches on Google. Sometimes it's a challenge, but it's those challenges that motivate us the most. What do you think, are we going for it?
