Remember That SEO Goes Beyond Google
Your search engine optimization tactics likely focus almost extensively on Google. It’s a natural move for most businesses, as Google has the biggest market share. After all, some reports credit Google with as much as 90 percent of organic traffic. Even if you debate that exact statistic — it can differ depending on the study and the year — it is still clear that Google is the industry leader.
That said, the internet is always changing and expanding, as are consumer search methods. It is very important not to get so focused on Google that you do not consider your audience and the other ways you can use SEO to drive traffic.
Of course, this process starts with investigating tactics to rank for Bing, Yahoo and other search engines. Though their percentages may be far smaller than Google, that’s still potentially valuable traffic. To some degree, ranking highly for a smaller audience can still be more beneficial than an average ranking with a larger potential audience, at least as it relates to conversions. You see this with niche keywords, for example. While you may see a fraction of the potential of the more common keywords, it’s often easier to outrank the competition because there is simply less competition to consider. This can turn into more overall traffic despite being a niche focus. In the same sense, ranking highly on a less popular search engine is still very important because it can funnel traffic to your site.
However, do not just consider search engines. You also need to look at specific audiences and the platforms they use, depending on your product. Examples include marketplaces like the App store or Amazon, along with content platforms like YouTube.
Purchasing through apps is increasingly popular, to the point that many consumers do not bother to use Google — or any other search engine — to look for the products and content they want. They know exactly where they’re going to find those things, they use those specific platforms and they run their searches within them. That doesn’t mean Google doesn’t still produce traffic, but you really do have multiple sources. If you’re trying for conversions and sales, traffic within these popular apps and specific websites may be even more valuable because those people are already committed to making a purchase. They just need to find your product to do it.
Addressing All Avenues
As you can see, it’s important to address all potential traffic avenues when considering your SEO tactics, keyword strategies and much more. We can help you find success on all levels, maximizing traffic regardless of the source.