SEO for “Online Community”

Our company - being a provider of an online community platform for co-creation and insights - is interested in being associated with the term ‘online community’ on Google (which is one that attracts 450,000 global monthly searches).

DigitalMR’s private online community platform is branded ‘eCommunity’ and includes multiple online qualitative research tools. In total 11 online qualitative research tools are mentioned in our online focus groups eBook, out of which, 7 are different types of online FGDs. Online communities are used for multiple purposes such as:

- Insights gathering using online qualitative and quantitative research
- Co-creation
- Customer Advocacy
- Activism
They can start as small communities (150-500 members) for co-creation and then snowball into large communities of influencers that can be the cornerstone of brand ambassador programs.

So it only makes sense that we should be ranked quite highly on this term; the truth is, we rank 16th on Google (subject to location and personalisation settings). The “online community” difficulty score to achieve ranking organically is 92; according to pundits, anything above 70 is not worth going for. What they do not explain is if you already rank for the keyword is it any easier to move a few positions up or as difficult as for everyone else?

Apparently the right way to go about SEO is not to worry about SEO and create content that is relevant and useful to the website visitors – customer experience optimisation (CEO).

A great tip that every company should make use of is to have a blog on its commercial website. By posting blog posts frequently, the Google crawlers (programs that Google uses to scan website content) visit more often and if certain words are used frequently and the content is relevant, it will help the website to rank higher organically for those particular keywords on Google search. This way, the DigitalMR blog for market research has helped our website to have 38 keywords ranking on the first page of Google search organically in 3 years. A blog on your website, and optimised content on each webpage of relevance to your audience will take SEO consultants out of business. Did you know that meta-tag keywords on each web page are completely ignored by Google’s algorithm? Therefore, more strategic work must be put in, to ensure organic results.

DigitalMR ranks 1st organically for terms like “private online community” or “online focus group eBook” because these terms are frequently mentioned on blog posts, press releases, our social media research digest, events, eBooks etc. We save money that we should pay for Adwords with our organic ranking and receive about 4,000 visitors to our website per month. For an early stage B2B company, I think this is quite satisfactory and helpful for our inbound marketing strategy.

I am not sure what the Google position is about describing the SEO challenges for a specific keyword; hopefully sharing our quest to get to the first Google page organically will not be penalised by the Google algorithm. Actually, our hope is that credit will be given and a couple of weeks later, the ranking of the DigitalMR website for this keyword will move in the right direction.

I will keep you posted on future blog posts on the progress we make with “online community”. I am taking bets on the next position of this keyword 4 weeks from now; I say it will move up to position 12 as a result of this post…what do you think?

 




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