If you’re a bricks-and-mortar business, you know that getting people through the door is the first step to making a conversion. The same principle applies if you’re running an online business – you need people to visit your site to make transactions. But how do I get more web traffic, I hear you ask? Well, you need to get your SEO strategy in place to ensure that good quality traffic is coming to your site to increase the chances of a conversion.
SEO can be quite confusing for many SMEs that have no previous knowledge of digital. With so much technical jargon it’s very easy to become bogged down and feel defeated. Thankfully, a brand new, in-depth SEO Uncovered ebook has recently been released which breaks each element of Organic Search down into easily digestible chunks. Here we’ve taken the main points to consider to get your business strategy in line. You can view the guide in full at http://www.click.co.uk/.
First, let’s go back to basics and look at what organic search is. Organic search (SEO) optimisation refers to the methods, markups and technology used to achieve a high position in search engine results pages (SERPs) or to improve ranking across a number of algorithmically-driven search engines.
OK, so now you understand what SEO is but how do you begin to improve your rankings?
According to the SEO Uncovered ebook there are five key pillars to any successful search marketing strategy: technical, strategic, creative, relationships, and measurability.
The first, and possibly the most important, element to work on is the technical on-page optimisation of your site. In a recent survey conducted by Click, 67% of respondents expressed some level of difficulty with the implementation of technical SEO. Your overall SEO strategy can be won or lost with the technical element, so it’s important to invest time and effort into getting it right from the beginning. Technical optimisation allows your site to be found by the searcher in the SERPs–thus increasing the chance of making a sale/conversion. You must ensure you are correctly managing content updates, redirects and domain migrations. Your site’s navigation must be clear and hierarchical, and there must be no duplicated content.
Without a well thought out strategy, your efforts will most likely be in vain. To successfully market your site and products to your consumers, and prospective consumers, you must first think like that consumer. Without knowing what your customer base is searching for, you won’t be able to effectively target them. Creating a customer persona is an effective way to determine what your audience’s behaviour looks like and will therefore inform your actions.
I can’t stress enough the importance of carrying out research: competitor research, market-place research, keyword research. Just research.
Although you may think that SEO is strictly data driven and techy, there is in fact an element of creativity which is often overlooked. The technical element of SEO can be seen as the skeletal structure which holds the whole thing together, but without creative content your site won’t attract or retain visitors. You need to create high quality, unique content which your audience wants to read. Each industry has a different audience so the content you produce will be specific to your audience, not generic.
Good content is what we have come to know as SURE content:
If you can write good engaging content, you’ve got more chance of attracting new customers and retaining existing ones.
As with all modern marketing, relationships are key. It’s no different with search marketing, and forging long lasting relationships with your customers and other relevant domains is imperative. You need to develop relationships with writers and publishers so that they can place relevant links to your site–inbound links are a direct SEO linking factor.
The most effective way to develop these relationships and gain high quality inbound links is to formulate an outreach/digital PR strategy, through which you provide publishers with high quality content and/or information which they can use, citing you as the thought leader.
Constant analysis of your activities’ successes and failures will enable you to make subtle changes to your strategy to ensure that you are as successful as possible. To do this, you need to have a basic understanding of Google Analytics–the most important tracking software in my opinion. Not only will GA allow you to view live data from your site, but it will also give you information on page speed, bounce rate, attribution, and much more. You will also get a better understanding of your audience so you can tailor your content to meet their needs.
To learn more about each pillar of SEO you can view the SEO Uncovered ebook in its entirety on Click Consult’s blog.