Recently, one of my SEO clients, a Philly-based jewelry designer who specializes in personalized charm bracelets, necklaces and earrings, wrote a very excited early morning email:
This is, of course a dream for both any client and any SEO manager. A major celebrity discovering your client’s e-commerce store, organically, via the keywords you’ve been focused on pushing up in the rankings.
To get on the radar of Madonna’s inside circle, we had a few things going our way:
- We had already been featured in several local news articles centered on Philadelphia local creators & entrepreneurs, and this request was for a Madonna concert at Philly’s Wells Fargo Center.
- We had already captured a great deal of traffic for searches surrounding charm bracelets, especially related to the Taylor Swift ‘Swiftie’ bracelet phenomenon.
- We had published our own content on customized bracelets for Philly sports fans and fans of Philly iconography.
This is the thing about optimizing for organic traffic – your organic-sourced customer has a sense of discovering it on their own and is much more likely to engage deeply with your content/ products. And once you dial in the audience you’re looking for, you may stumble upon audience you didn’t expect — or, more accurately, that audience may stumble upon you.