Getting more visitors to your business’s website should not be complicated. You can start by addressing 5 focus areas:
- Keyword Selection;
- Great Content;
- Webpage Optimisation;
- Control Social Media.
Unfortunately, you can’t do one only and hope that the others don’t count – they all contribute to improving your search ranking number.
And you need to keep track of search trends and how your customers are reacting to your sales campaigns and your competitor’s sales campaigns and continuously adjust to accommodate.
A keyword can be just a single word, or a phrase or combination of 2 or more words.
A keyword is derived from the phrase that your customers use to search for a product or service for their given state in the buying cycle – you basically need to extract the common words from all the search queries. Focusing on the buying cycles as opposed to viewing phrases increases likelihood of purchases.
Look at what your competitors are doing – you need to choose keywords that aren’t being actively targeted by big brands or long-established websites.
The more keywords you target, the less resources you can assign to working on each of them, and the harder it becomes to rank well for any of them.
When you perform a search using Google, have a look at the bottom of the search results – this lists the Google Suggest results: you should include as many of these keywords to increase ranking.
So, you have your keywords. You now need to create great content that shows you know your customers better than those businesses ranking higher than your company.
Your content should meet the need of the people searching for that keyword, and then surpass their expectations: create an experience that they can’t forget and want to share.
You should make the content appealing – include images and videos – and should be at least a page of A4 in length.
Attention to detail in the content (spellings, grammar, sensible, honest) is seen as a direct reflection on how you run your business.
Google penalizes any website that isn’t optimized for mobile devices. But that isn’t as bad as customers leaving because your website does not operate on their mobile device. With laptops and PC’s the business was able to present lots of information. Now with smartphones, the space to display your message and the time you have to engage your audience is greatly reduced.
Use whitespace – make the content easy to read.
Use lists – make the content easy to scan: most people are time poor when it comes to reading content on the Internet; there is so much there that people want to find all the relevant pieces to help them make a decision (unless they received a share from a great website!).
No business exists in isolation if it wants to succeed in the Internet. Backlinks are links from other sites that point to yours. The more relevant and good quality backlinks, the better the ultimate ranking.
Look at your competitors ahead of you in the search results page – who links to them? Find out who is linking to them and ask if they will link to your business’s site too.
Ask partners, suppliers, customers and friends to link to your website. Build relationships with businesses and bloggers with relevant sites to your own and ask them to link to your site as well. Contribute to online magazines, forums and blogs – show that you have the knowledge in your business area to be considered as an expert: get your name and business talked about.
Once you have created great content, you need to optimise the website pages to increase Search Engine attractiveness.
You need to add keywords for each page to the page’s website address, the page title and to headers within the page.
Historically, Meta Keywords were excessively stuffed into the webpage – the meta descriptions are no longer considered by the search engine for ranking purposes.
The Meta Description is used by the search engine to provide a simple overview of the content of the webpage.
Strengthen the keyword density for the webpage, and also assist your images and videos to be ranked by keywords when people use the Image Search functionality in search engines, by including text descriptions in the images and video meta description fields themselves.
Control Social Media
Your online presence includes the website and the social media platforms (i.e., Facebook, Instagram, etc.).
The website and social media platforms all need to be coordinated to work together, they all need to support each other.
You should choose the channels that have the most importance based on your brand’s goals and your target audience – avoid over complicating things with too many targets and objectives. Two or three platforms is usually sufficient.
Investing time on Social Media is about creating experiences and engaging content (about services, products, events, your brand or company) that attracts attention and encourages readers and supporters to share that content across their own social networks. It is a way of creating “word of mouth” referrals to increase your brand exposure and broaden your customer reach, which then has a positive impact on your financials.
To start off you need to be focused and realistic, especially if you don’t have lots of time available to create content and promote your site.
Tackle your most popular content first (the content that is getting the most visitation already) and then work your way through your webpages.
Every time you create a new page of content ensure you undertake your research and optimise your webpages and content as you go – make it part of your content creation, not a separate task to be constantly catching up on.
None of this is quickly produced. It is simple but takes time to achieve results.
Above all, remember to look at your business through the eyes of your customers – does your website answer their questions, can you find content? Ask your customers for real, honest feedback on a regular basis to understand their current needs. Adapt your website to show that you are listening.