7 SEO Tips For Agricultural Businesses
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7 SEO Tips For Agricultural Businesses
Presented By
Black Pearl Matrix
7 Steps That Will Ensure Your Agricultural Company's Digital Success
- Define your target audience and interests
- Categorize Keyword Research
- Find gaps and opportunities
- Define your competitors
- Analyze and learn from your competitors
- Customized SEO Strategies
- Create a Strategic SEO plan
Some time ago, communication strategists understood that content marketing was presented as a way to make life easier for the sales team; in any and all market segments. Agribusiness is a more conservative sector and therefore took a little longer to surrender to the “new marketing”.
The profile of professionals working in agriculture and the agro sector in general has followed technological changes and, little by little, they are opening their eyes to the importance of new ways of communicating. That’s why Inbound Marketing has become a real solution; especially at this time when the migration to digital is in full swing.
For lack of knowledge or perhaps contact with the positive results that digital marketing could bring, entrepreneurs in the agro sector resisted. From the moment that the possibility of measuring return on investment was basically understood, doors and windows began to open.
Animal nutrition, inputs, seeds and other companies started to have a digital presence with the content marketing strategy; used in communication planning and Inbound Marketing.
Challenges of Agribusiness in Digital Marketing
The first challenge for the success of those who want to invest in Digital Marketing, more specifically in Inbound, is the same as in all other sectors, that is, understanding who your persona is; from there, the type of content she wants to consume is mapped. Knowing this, the path tends to be more assertive.
After having a minimally consolidated digital presence, it is possible to expand your relationship power with lead capture. As? With rich content such as: ebooks, infographics and others that will qualify your leads.
Bringing a little to the reality of agriculture, events and fairs, when they happen again, can have their reach expanded with digital communication; when well structured, it allows measuring and drawing perspectives of the public to better calculate the investment, as well as establishing a relationship during and after the event.
The Inbound strategy works with content marketing strategically distributed in diverse and segmented channels, directing your communication, be it institutional, product or service. The attraction is given, for example, by the dissemination of relevant subjects that make the person who searches for a certain subject in online search engines find on their website or blog the solution for what they were looking for, even if this is just a information on optimization of inputs, natural resources or environmental legislation.
Content builds credibility, distribution increases visibility. Anyway, a great web of knowledge that generates authority and then, when the person decides to buy, they will certainly remember who nourished them with relevant content.
It is already known that in the agro sector, the search for practical, objective content that presents solutions and real examples is certainly what will generate more engagement.
With that in mind, we created this article with 7 insights to implement a good SEO strategy in your agricultural business. Follow along.
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1- Define your target audience and interests
The first step in most marketing campaigns, including search marketing, is to start by defining your target audience, which is nothing more than a set of information that defines patterns of people you are marketing your product to.
Traditionally, defining a target audience has involved determining their age, gender, geographic location, and especially their needs (aka pain points).
What we want to focus on in our SEO strategy are these pain points. What they want? What are the needs that are not being met? Knowing these things will help us better define a content strategy and prioritize what content to bring to the forefront.
2- Research of Categorized Keywords
This step isn’t groundbreaking, but it’s covered in a slightly different way for more use and abuse in our strategy document. It’s your regular keyword research broken down into categories for targeting and prioritization, which should be used as a priority to determine opportunity gaps.
The more exploratory you are in keyword research, the more work you’ll have to do, but the more information you’ll get as well, so feel free to create as many categories as you like or as many as you feel are relevant to your SEO strategy.
The purpose of this keyword research is to determine and discover the topics for which you can provide your customers/users, target or incorporate content and strategies, what content will be prioritized and so on.
3- Finding Gaps and Opportunities
Now that you have a good understanding of your keywords and their search volume, highlight the tabs/groups of those keywords that have a lot of search volume, or the tabs that you feel are important to pay attention to. On each of these tabs, you can also scroll through and highlight specific terms or sets of terms that you feel are important because they have high search volume or any other reason.
You may want to mention these specific categories and/or terms directly in your strategy recommendations later on. Now you can find gaps and opportunities, which basically means we’re going to look at estimated search volume and reference volume to try to get a sense of where we are and where we want to go. Since the search volume numbers we have are estimates, it’s a good idea not to take the actual numbers too seriously. There may even be times when your referrals are greater than the search volume.
Therefore, you may not want to show executives or customers the numbers (and have to answer for them), but rather show what we are going to learn from them, that is, transform raw data into knowledge and action plans, creating a strategic direction.
4- Define your competitors
For the SEO strategy we’re building here, we’re concerned with search, so we’ll stick to competitors in search results only. There is no mystery to this step, just do a search for your keywords and see who appears. But we just need to make sure we get the right competitors for proper analysis.
The easy way to find out who your competitors are is to type a few terms into the search box and see who comes up. Write down in your Excel spreadsheet who is appearing in the top rankings for some terms for each tab/topic. You don’t have to look for competitors for every term in your keyword group, just pick a few and note what comes up.
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5- Analyzing and Learning from your Competitors
Think about what you want to compare that would be important to your users, and put that into a list. Keep adding this information as insights emerge. For example, if you discover that one of my competitors provides a calculator tool and you had thought about it, add that information to your feature comparison worksheet.
Once you've done that, take a look at what sets these sites apart. Ask yourself some of these questions:
• What features/content do my competitors have that I don’t?
• Does this content fulfill a need that my target audience is looking for?
• Can/should I provide these resources/content? Could I make them even more comprehensive, easier to use, more valuable to my visitors, deliver faster, easier, cheaper, etc?
• How active are they on social media?
• How are they promoting their content through social sharing functions on their sites?
• Do they have suitable targeted landing pages for the terms I’m interested in?
• Are there any calls to action on the landing pages? How apparent are they?
• Are there site features (tools, calendars, calculators, communities, etc.) that might encourage repeat site visits?
By questioning yourself this way, you will be able to compare and assess how the market is out there and find out if your company is at the same level, or beyond those competitors. But the coolest thing is that you will learn from this information and be able to develop actions to leverage your results and overcome the competition.
6- Customized SEO Strategies
This is where you will provide your SEO strategy solutions. The idea here is to provide you with specific, personalized strategies and recommendations based on everything you’ve found.
To cover other site issues or high-level SEO basics, you might consider:
• Link to SEO basics for each item listed linking best practices from each section of your research to provide additional guidance beyond any specific recommendations you’ll give them here;
• Provide a separate document with a more technical assessment or review of SEO best practices;
• Separate recommendations for those implementing the SEO strategy. For example, put all your content recommendations in one group for the Product Manager, all your technical recommendations in one group for your developers, groups for content strategies, designers or whoever will implement it;
• Prioritize each section or even each recommendation.
Putting this customization of SEO strategies into practice, in addition to being able to narrow down the information making it as specific as possible, your work will be at a high level of organization and intelligence.
7- Strategic SEO Plan
Create a priorities section of your SEO strategy. Describe and score each of the steps where to start and what they can’t skip if they want to see results. This will summarize the entire document in a much broader way.
It will bring more specific analysis to the SEO recommendations you have listed and it will be easier to follow 100% implementation. Without these specific prioritizations, they can simply implement what is easiest without looking at what is really essential to follow and end up without the expected results.
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Inbound Marketing is already the Future of Agricultural Companies
For years, companies operating in the agribusiness segment have chosen not to develop inbound marketing strategies to impact potential customers. They claimed that rural producers did not participate in the digital context, or chose to direct investments to events and traditional product promotion.
With the new profile of the rural producer, we are witnessing a true and impactful revolution in agribusiness. Companies of various sizes have used inbound marketing as a communication and marketing tool.
The objective is to encourage the farmer’s desire to get involved, to engage with the brand. Direct your future client to a virtual library, with fully interactive content.
The sale is only the last stage. Remember this. After having interest, will and desire, the future customer will naturally buy the product, solution or service that he really needs.
FAQ – Frequently Asked Questions About SEO for Agricultural Businesses
1. What makes the most money in agribusiness?
2. What are the challenges of inbound marketing in agribusiness?
3. What is the purpose of keyword research for agribusiness?
4. What is the target audience for agribusiness?
Conclusion
The big thing in this Digital Marketing market is to be found more easily, in other words, your company’s website must be at the top of Google’s positions, maintain a good post on social networks, work on strengthening the brand, among other strategies, all of this will positively impact your business, be it livestock, agriculture or any other niche within agribusiness.
By completing these 7 tips, your SEO strategy will not only become more technical but easier and more organized for effective implementation. We hope this information is useful for optimizing and enhancing your results and has given you incredible insights.
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