When a potential customer searches for a term like ‘digital marketing solution,’ they’re looking for answers. What does that mean for you? In most cases, customers won’t go past the first page.
If you don’t exist on the first page—or in more cutthroat industries, you might as well not exist at all in the first three results. That’s what SEO tips are for, to bolster your presence and push you up Google’s rankings.
By leveraging the SEO strategy of piggybacking you will help your brand soar.
1. Boost Credibility and Connect with Customers
If you don’t exist on the Internet, you might as well not exist at all. This is hard for many brands to hear, especially if they’ve spent decades establishing themselves as a local, family-owned brand.
One of our top SEO tips is cultivating the ability to adapt to the times. A few years ago, no businesses were creating TikToks to connect with their customers. The platform didn’t even exist yet!
This is especially true when it comes to building your SEO strategy. Customers will look for you on the Internet, and at a bare minimum, they will expect a Google My Business listing and a website. That’s when you need to introduce piggybacking.
One of the first steps to piggybacking is to research what your competitors are doing. Who is an authority in your industry, and what are they saying? What are they doing?
This is valuable for two reasons. For starters, you need to know what your industry position is. It’s the old concept of knowing the rules before you start breaking them.
This will help you build credibility with customers if you don’t make wildly unsubstantiated claims. But it also helps you connect with customers when you research the content that they want to interact with.
2. Standing Out From the Crowd
That’s why piggybacking is important, since it is the art of playing Google’s algorithm game and winning.
For instance, if you wrote an article about the Olympics in the middle of the Tokyo Games, you’d be hard-pressed to rank on Google. Major news networks cover the Olympics, and they rank highest.
You’re fighting with so many other competitors to cover the Olympics. Piggybacking means that you focus on content that hasn’t really been covered. Since there are fewer content pieces and less competition, you’ll be able to rank much easier.
SEO help involves empowering brands to be agile and ready to make the most of a crowded playing field. Piggybacking can take some of that pressure off and prove to the Google algorithm that your content is precious to users.
3. Make Use of the Marketing Funnel
If you’re looking for SEO help, start by optimizing your content. Now that you know what competitors are talking about, start looking at what keywords they’re using. Piggybacking means that you are using other brands as a stepping stool.
Their work and their viewers benefit everyone else in the industry. That’s why it’s crucial to turn a critical eye to your own content. What keywords have you included on your landing pages, blog posts, and product descriptions?
Piggybacking helps you narrow in on tier 1 keywords that you want to rank for. Rather than generic terms that everyone is fighting for, this can help you stand out in a crowd.
Your competitors are working around the clock. How? Because piggybacking through SEO never stops working for you. It’s not like a TV ad that only airs once a day. SEO works around the clock, and you have a higher chance of success with SEO than most other marketing techniques.
Why? Because you have a chance to appeal to customers that are already looking for what you’re offering. With other marketing options, like TV ads or billboards, your advertising approach is like shrapnel.
It spreads indiscriminately, with no precise target. Plenty of people will see your ad, but most have no interest in it.
If someone is already looking for a solution similar to yours, SEO can snag them at the awareness stage of the marketing funnel and continue to direct them through. From initial Google search to the Buy button, SEO has you covered.
4. Save Yourself Money
It’s no secret that advertising is an expensive endeavor, and it’s one that many small brands can’t afford. While SEO-focused advertising campaigns where your brand is promoted in response to certain keywords being searched, piggybacking can also be free.
You can research which keywords are doing well in your industry and what people are searching for to find products or solutions similar to yours.
Then, target those keywords in your content. It costs nothing to add keywords to your social media presence, website, or content marketing. It’s one of the cheapest ways to bolster your presence online.
There will always be a time and a place for digital marketing solutions, and, indeed, you can only do so much on your own. But when you’re first starting, do yourself a favor and target SEO keywords as much as you possibly can.
5. Embrace Creativity
Once you know what keywords are popular, consider what angles have been underused. Piggybacking requires creativity. It’s a combination of thinking outside the box and riding someone else’s wave.
In our example above, writing about the Tokyo Olympics is very hard to rank for right now. Writing about top stars of the Olympics, like Simone Biles, is even harder.
Consider a piggybacking angle that hasn’t been considered. For instance, very few writers wrote about the PTSD angle. This could be caused by requiring gymnasts who were sexually abused by Larry Nassar to return to train in the same facility.
By linking to other competitors who wrote high-traffic articles about the Olympics, you can benefit from their success while still crafting unique content for your readers. This makes for a competitive SEO strategy.
Implementing SEO Strategy
To truly make a difference in the SEO game, though, you may need help. That's what we're here for! If you want seasoned, top-notch SEO marketing, contact us today.