Have you considered implementing a search engine marketing strategy for your brand? Or potentially investing in the help of marketing companies with SEO (“search engine optimization”) services? Having some understanding of how it works or a bad experience, you might be questioning whether it’s worth the investment. Experienced or not, I’m here to help some of you understand how SEO works in relation to lifestyle, fitness, beauty and fashion brands. SEO is not optimal for all businesses, but can certainly can assist most. The big question is whether the ROI will be worth the risk.
An Overview of SEO Marketing Companies
Search engine optimization is the process of driving traffic from search engines like Google to websites by ranking those websites for search queries. It is a popular marketing strategy due to the widespread use of search engines as a means of seeking products and services. Having high rankings for keywords (if you don’t know what that means, I will explain later) generates “traffic” – users visiting your website. It is important to understand that traffic does not always lead to sales, but that’s not to say that it won’t. If you’re in the business fitness, beauty, fashion or lifestyle, how and in what ways can the services of SEO marketing companies work for your brand?
How Does SEO Work?
How will SEO work for your brand? Like literally – what will it do?
Let’s start by talking about keywords. There are two kinds of keywords that you can target: long-tail and short-tail. An example of a short-tail keyword keyword in beauty is “liquid foundation.” It is short-tail because it’s one term by itself. A longtail keyword would be something like “What’s the best way to apply liquid foundation?” The former is more general, the latter more specific.
While short-tail keywords might appear to be more sales-oriented, the case could be made for either kind of keyword. Upon visiting your site, the idea of your brand as the content provider will sink into the users consciousness. Other aspects of the site such as products provided, brand visuals, etc. may convert them into an immediate or future customer. Search exposure can lead to word of mouth referrals. It can also grow your social media following and generate e-mail subscribers.
SEO Marketing Companies for Fitness Businesses
You never know for sure what you may end up ranking for when employing an SEO strategy for your brand. A recent client of mine, a local fitness gym, wanted to rank for bottom of the funnel keywords, like “local fitness gym” and “workout class West Hollywood.” While they ended up ranking for those and other similar keywords, they also landed on the first page for “stairmaster,” “stairmaster workout,” and “booty workout.” How can ranking for “stairmaster” or “booty workout” help them get new memberships in the door?
“Stairmaster,” “stairmaster workout, and “booty workout” drive a lot of traffic! In this case, that meant two things:
- More traffic leads to higher rankings for other keywords. So all other keywords we targeted on the site will begin to increase in rank.
- Because this is a local business and we placed them on local listings like Google My Business, Facebook, and Yelp – those profiles will begin to associate with those listings when people search for those keywords
If I’m in the area and I’m considering buying a Stairmaster, Google will also show me “Bunda: Home of the Better Butt” as a suggested business. Being that I’m a person who’s a fan of the Stairmaster, I might consider trying a workout class that uses the Stairmaster throughout the class. And Google will make sure to show their listing when I search for that keyword.
SEO for Fashion and Lifestyle Brands
In a similar way to fitness and beauty, fashion and lifestyle brands can also benefit from top-of-the-funnel keywords just as much as they can bottom. Any blog with content that provides value can be converted into a sales funnel. The Zoe Report is a great example of a successful fashion editorial. At the level they’re at, I’m sure they generate a fair share of revenue through sponsored posts and product reviews. But they also have links to two product lines on their site – Rachel Zoe ready-to-wear and “Curateur,” which is a box shipped seasonally that contains a variety of fashion products tailored to each season. While it might seem arbitrary to have potential customers reading about “This Falls new Cutout Trend,” it’s really just a means to an end when sales funnels are properly executed.
What’s the Takeaway?
SEO is not a clear cut a+b= c strategy. It’s really more of a web, combining many different angles into one clearly defined goal. In order for to be successful, a brand should take advantage of all available marketing channels – branded site design, e-mail marketing, social media, blogging, and offsite SEO to name a few. There must be creative calls-to-action within the site in order to drive sales. That way, when traffic does arrive, there is a variety of value that a potential customer can provide.