Search engine optimization and digital marketing in general don’t have a uniform rule. And as the world shifts toward more and more diverse audiences, you should aim to implement the best SEO tips for multicultural marketing. Becoming relevant means embracing inclusivity.
The US market is constantly growing. And it’s not only growing in numbers, it is becoming increasingly diverse. Any business that wants to build brand loyalty and expand to multicultural audiences should embrace multicultural marketing and adapt its SEO to diversity and inclusivity. A brand that wants to establish genuine connections with its customers should implement these strategies and see them as necessary and morally correct.
Understanding Search Intent and SEO Semantics for Multicultural Marketing
Search intent is important for multicultural marketing. Also known as user intent, it’s the goal of a user that is typing or speaking a query into a search engine. It can be transactional, navigational, commercial, and informational. In diversity marketing, this intent is connected with diverse audiences, meaning those consumers whose culture doesn’t fit into the majority. Here is where the user’s cultural background is extremely important because they will look for specific products or services based on their language, culture, tradition, and other concepts.
Let’s see why it’s important for a multicultural marketing agency to help you adjust your strategies. Your potential customers with a multicultural background will be looking for something online, and you should deliver that through a series of pages, articles, social media posts, and more. According to the University of Pennsylvania, multicultural consumers are those with more than one ethnic or cultural background. Someone who is an Asian American can identify as an American and as an Asian at the same time, so they are likely to look for products designed for both groups. That’s why it’s of the essence to adjust your marketing efforts to a multicultural audience.
Search Query for SEO Multicultural Marketing
What do you think your multicultural audience is looking for? We understand that each minority group has a definitive scope of search intent. And yes, they differ. While African Americans are interested in social causes, LatinX and Hispanic tend to circle around family values and more. So here are the best tips when it comes to search intent:
- Figure out what each group you are targeting is interested in,
- Create a list of these queries, and group them together,
- These groups of phrases, keywords, and questions are ideal to use as ideas for social media posts, blog posts, landing pages, and other segments of digital marketing.
While doing research, you will notice that different groups of people focus on different aspects of a topic, and it will dictate your content.
How Can I See the Search Intent?
You may start simply by searching for certain products and services your multicultural audience is purchasing. Here is where the SERPs will help you because when you type or speak the keyword you are targeting, Google will show you what it deems as the most relevant.
Show Results for the Query
If the keyword is informational, SERP will likely show featured snippets, knowledge grabs, and related questions in the form of People Also Ask (PAA). Commercial search intent will include organic results along with paid results. When it comes to transactional intent, they usually have top results that are paid ads, shopping results, reviews, and organic results from top-ranking brick-and-mortar retailers. Navigational intent is the most straightforward, as the users typing such keywords already know which brand or which specific results they are looking for.
Suggested Queries
Once you type in a query, for example, “black-owned business,” you will also get a list of related searches or suggested queries. This is a common occurrence on search engines such as Google or on Amazon, where it contributes to the overall search experience.
Check Out Google Questions
In order to find more information and ideas for questions, phrases, and keywords, you should also consider PAA (People Also Ask). This is a box with questions related to the topic (keyword,) in our case, related to “black-owned business.” These boxes appear in 60% of brand SERPs, which makes them incredibly important. Seeing that only about 10% of brands answer these PAA, this shows it’s a huge miss on their part because they should cater to the brand’s audience.
Local Pack Results
Another thing your agency for digital marketing in Rochester will consider is the Google Local Map Pack. It is a notable section found in the local search results that will present the top local listings adjusted to your location.
Top Stories Snippets
When optimizing your website for diverse audiences, there is also another thing to keep in mind – a featured snippet. The featured snippet is also known as Position 0 and is shown as a highlighted excerpt of the top-ranking text. They provide users with a quick answer to their search.
Exact-Match Keyword Search
To rank the highest you need to know exactly what is your target keyword. This keyword you will rank for in many ways on the SERPs, but the most powerful way to rank is by using exact-match keywords. For example, “black-owned business,” taken as an exact-match keyword, means that you write a horizon of blog posts covering all the topics relevant to this phrase. Then, when search engines crawl your pages, they see you are tackling this keyword in quite a depth.
From there, the search engine helps you rank for the keyword “black-owned business.” So you see, you must have a target keyword. This will allow you to have control over who sees the ad.
Related Keywords and Suggested Keywords
It is not enough to write an article only about the exact match keyword. You need to address relevant subjects and subtopics of your target phrase. This means that all the related and suggested keywords you have found should be part of the SEO process.
SEO Multicultural Marketing Tools and Plugins That You Should Use
SEO is a compound effort of both content marketing and new technologies. You will have a hard time ranking better than others using outdated technology. We recommend the following set of tools if you wish to bolster your multicultural marketing SEO:
- SEO Yoast allows you to quickly form a KW strategy for posts and pages. It is a powerful, up-to-date, and simple tool that anyone can master.
- SEM Rush is a tool that allows you to audit your website on a technical level. It does on-page SEO for you so you can quickly and confidently study the errors on your web pages. Not only that, but SEM Rush allows you to track and study your competition.
- SEO Minion is an extension to your browser. It is quickly accessible, and it instantly crawls the page you are navigating.
The video below explains how the Yoast SEO plugin works.
Blog and Page Structure That Will Get You SEO Featured Snippets of Multicultural Marketing
Now that you have a strategy in place and you are using the right tools, it is time to learn how to structure your pages and posts so the search engine ranks you higher. Let’s consider all there is to know about structure when it comes to featured snippets.
Headings or Header Tags
A website’s headings and subheadings are divided into header tags, also referred to as heading tags. They are ranked by their importance from H1 to H6, where H1 is typically the title. They are used to enhance the readability and SEO of the website. You need to use most of the headings available:
- H1: Post or page title – the main topic of the page,
- H2: Post or page subtitle – the expansion of your first sentence, and the subtopics of your main topic (H1,)
- H3: exact lists, examples, numbers, bullet points – here you provide value,
- H4: less important topics, links to resources, bibliography, and more.
Body – Lists and Paragraphs
You need to use text to describe headers and follow up on images and videos. That way, you are helping the search engine glue together all the headers, images, videos, and links. The list should be used to provide a visually appealing and quick overview of your point. A paragraph is where you explain shortly and concisely what you are writing about, using plain English.
Image, Video, and Audio Embedding
Heading and body is not going to be enough to rank better than the competition. You need images, videos, and audio material that is relevant to your main and sub-topic. When it comes to images, the best way is to create them and upload them to the internet. That way, the images are 100% tailored to the topic. Not only that, but it is a unique upload to the internet. Images appear in image searches, and it is important to make them relevant. They must contain some information that can be considered valuable.
If you want to use videos in the best way possible, it’s important to have your own YouTube channel dedicated to your brand. If you produce and upload your videos, you will be embedding them from your YT channel into pages and posts. Keep in mind that search engines love YouTube. Also, if the video is entirely original and links to your social media accounts, you will get more backlinks and higher authority.
When it comes to audio, the most recent way to embed audio is through podcasts. You can do a small series of podcasts with guests, either company colleagues, friends, or people from your industry. Short audio (from 5 to 20 minutes) is great for SERPs. It is used as a transcript by the search engine to further understand your pages and posts.
SEO Tips for Multicultural Marketing Will Help You Become Relevant
These methods are essential for any company or brand that wants to maximize its reach to wider audiences. Multicultural audiences are typically younger, and they are invariably growing. Once you decide who you want to target and choose the approach, keep in mind that age groups also play a role in how diverse audiences think and behave online. Each effort from your side will be perceived as you are approaching individuals. To keep everything about diversity marketing in check, perhaps it’s best to look for the best Rochester marketing out there. Contact our team for digital marketing, Rochester, and let’s get started on your inclusive SEO journey.