Target Inc. is one of the largest retail chains in the United States. In recent years, the company has undergone a major rebranding with a focus on using search engine optimization (SEO) strategies. With over 1,900 stores and roots stretching over a century, Target has always been synonymous with quality, affordability, and innovation.
However, Target’s leadership felt that it was time for a change by appealing to a younger audience. Rebranding efforts began in 2017 with the launch of a new logo, updated signage, and a redesigned website. Target also placed a lot of emphases online, recognizing how important SEO is in today’s marketing.
Using White Label SEO Services
To reach their goal, Target uses what’s called white label SEO services. Provided by third-party companies, these services allow businesses to offer SEO services under their own brand name. With their assistance, Target was able to develop a comprehensive SEO strategy. Their strategy included keyword research, link building, and local SEO tactics.
Keyword Research Optimization
Keyword research is the process of identifying keywords and phrases that people use to search for products or services related to a business. This involves analyzing how much users search for a keyword or phrase and the level of competition it contains.
Once you identify keywords and phrases, the SEO team works to optimize content so that the words are integrated naturally. For Target, this meant adjusting titles, meta descriptions, and product descriptions.
Link Building
Link building is a crucial element of using SEO because it involves collecting backlinks from other websites to improve a site’s authority and visibility. Target’s strategy involved reaching out to other websites and blogs to secure guest spots, product reviews, and more.
Local SEO Tactics
Like most retail chains, Target can’t succeed if locals aren’t buying products So, local SEO tactics handle that by improving visibility within specific geographic locations. This is especially important for in-store buying, since many customers use search engines to find retail spots and products nearby.
Additionally, Target also uses its store hours, locations, addresses, and phone numbers along with relevant keywords to optimize. The company has also integrated location-specific pages on its website that provide information on each store’s offers, events, and information.
Using an SEO Writer
Target enlists the help of an SEO writer to develop content that appeals to both research engines and target audiences. Writers are responsible for producing engaging and informative content while naturally integrating Target’s keywords and phrases. And they do so without lowering the quality.
Target’s Blog
One of the ways writers can use SEO is through Target’s blog, which can be found on its website. The posts are on topics related to the company’s products and services. These articles are also optimized for specific keywords which helps to drive more traffic.
Shareable and Engaging Content
To connect with a younger audience, Target had to create content that wasn’t only engaging but shareable. That meant meeting its target audience where they are. So promotions and keywords are not integrated into videos and social media posts. By adjusting to meet a new market demand, Target can fully engage with its audience and share its products and services.
A Mobile-Friendly Website
SEO writers are a great resource, but their efforts could fall short if a business’ site isn’t inclusive of all devices. More consumers are using their phones and tablets to shop online. That could make a site built for a computer appear clunky and hard to engage with. Target soon realized that to grow and maintain online shopping appeal, its site would need to be mobile-friendly.
The retail giant has invested in a responsive design, ensuring that its site looks and functions well on any device. Moreover, these changes have brought massive success. Target’s online shopping, for example, grew to 400% throughout the pandemic. It also improved the website’s ranking since Google, and other search engines prioritize mobile-friendly sites. Judging from Target’s rebrand, it’s evident that businesses must adapt to stay ahead of their competition.
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