written by Tom | SEO
Would you like to double the amount visitors to your website?
Having SEO expertise is crucial if you want to achieve this.
Every day, thousands of people are looking for content. Content that you already have on your website. With SEO expertise, you can help these people (and potential customers) find this content. By doing this you are helping these people take the first step towards working with you.
It is estimated 80% of a websites traffic begins with a search query and 61% of global internet users research products online before they buy. This highlights the importance of Search Engine Optimisation (SEO). Keeping up with SEO means a lot of working keeping up with the latest news as Google’s search algorithms are updated regularly.
Billions of people use a search engine every day. Making use of SEO and being ranked highly on Google can make a huge difference to your website and your businesses revenue.
As soon as your website gets on to page one of Google’s search results you and your business will start to get more visibility.
This means more traffic, more enquiries and eventually more money.
Being on page one is so important. If you are not on page one you and your business will be invisible. 90% of internet users don’t go past the first page when they use a search engine to find something.
And if you are in the top three organic search results on page one you will enjoy 61% of search engine traffic for your keyword.
And being the number one organic search result on page one will mean you receive 33% of the traffic for your keyword.
The quality of leads you generate with search engine traffic is extremely high in comparison to other forms of marketing. They prove a close rate of 14.6% (so 1 in 7 visitors to your website though a search engine will put money in your pocket). This close rate is at least 7-10 times better than mediums such as print and direct mail advertising.
Here are 7 advanced SEO techniques that you can use right away and increase the amount of traffic your website receives from search engines.
This increase in traffic should help you increase the amount of sales you generate through your website.
Once someone arrives on your website there is still a lot to do. Your ability to do this will depend on things like the quality of website’s copy and how effective your web design is.
But even the best conversion in the world cannot generate sales for you if your site isn’t generating enough traffic. So, let’s get started and see how SEO can help you today.
Analysis your website helps you understand the reasons you are not getting enough search traffic and sales. And what steps you need to take to improve your SEO.
This process of analysis your website
This SEO analysis allows you to understand exactly where you stand and what needs to be done in the future. Having this analysis in place allows you to make smarter decisions about your SEO strategy and what you need to do to improve your traffic and sales.
When you have finished your SEO analysis you will have closely examined your website’s overall performance. This allows you to set new SEO goals and choose the appropriate SEO tactics to reach them. This process alone can increase your profits substantially by making the best use of every piece of content you already have. It’s the same principle as releasing the handbrake from a car that has been driving with it on.
This may sound a simple SEO strategy. But it is surprising how many companies have very poor on-page SEO. Things as simple as no page titles and descriptions or the incorrect use of heading tags. An SEO analysis can fix some very simple problems that can make a huge difference.
Here is how to conduct an SEO analysis for your website.
Step 1: Does every page on your website have the correct SEO meta title.
Step 2: Does every page on your website have the correct SEO meta description.
Step 3: Is every page of your website optimised for your SEO keywords? Remember not to overuse your keywords.
Step 4: Are you URL’s structure SEO friendly?
Your URLs should be simple, short, and easy for a search engine to understand.
See how it is easy to know what the page is about SEO for companies in Essex.
But what if the URL looked like this instead?
See how the second url is harder to understand. It makes is harder for search engines as well as me and you.
Keep urls simple so search engines can easily understand every page on your site.
Step 5: Is every page and blog post constructed correctly?
1. Do the pages have a clear meaningful headline.
2. Are the pages broken down with headings and subheadings (using h1 and h2 tags)?
3. Using short paragraphs (aim for around 4 sentence paragraphs).
4. Do the pages include a call to action.
Remember a lot of people skim over your page before they decide whether to read it. Use your headlines and sub headings to entice them in.
Step 6: Do you include keywords in all your images ALT tags?
Step 7: Have you included links in your contents. Both internal links to your own content and external links to other wbesites.
Remember linking is one of the most important elements of SEO. We will take a closer look later in this post.
By having web design that includes properly designed landing pages you will significantly increase both the number and the quality of leads your website generates. This increase in leads will result in an increase in sales through your website.
An increase in the number of landing pages for your website provides you with additional gateways for search traffic to pass through into your website. The more specific the landing page is the higher quality the lead you generate will be.
Landing pages are a vital part of your SEO strategy.
A landing page allows you to tailor your message to a specific type of user. If you are selling joinery products and the user comes to your site though a landing page for Oak Doors. You know straight away what they are interested in learning more about.
Anthony Ashtons are a small joinery company who get huge success through a landing page for Oak Doors. The landing page moves the user towards requesting a quotation for an oak door. Notice how this moves the user along the sales process. From a targeted search to a landing page, to a quotation request, to a quote and then to a sale.
Want to learn more about landing pages? Check out this great article from Copy Blogger.
How to make a good landing page:
1. Do not include navigation. You want users to follow your call to action not to go elsewhere on your site. Give them just two options. Follow your call to action or leave the page.
2. Include content that is useful to the user.
3. Have a clear call to action. When a user is on your landing page you want them to do something.
Landing pages can make you a lot of money if designed properly and supported by the correct marketing plan. Read how one company made $1 million dollars doing this.
Businesses with 10-15 landing pages have more than 50% more conversions than those with less than 10 landing pages.
And businesses with over 40 landing pages have 50 times more conversions than other businesses
How to make sure you landing page is SEO optimised.
Choose a long-tail keyword and use it throughout your landing page. Make sure that you do not over use this long-tail keyword. Use it naturally (at most around 5% of the time). The reason for using it naturally is to avoid getting penalised for keyword stuffing.
Make sure you put your chosen long-tail keyword in your headline.
Then put it in at at least one subheading on the page.
And then include it a few times in the body content of your landing page.
The whole point of your landing page is to use your copy to persuade the visiror to take the next step that your request in your call to action. Every copywriting and SEO expert will tell you that the only goal of your current sentence is to get the reader to read the next sentence.
Remember a quality landing page begins with a great headline and call to action. Then persuasive copy that makes you want to take the next step.
If you want to boost your results further include a testimonial or customer review to build trust and credibility.
And remember to make sure your web design is clear and easy to read. If it isn’t the best copy in the world will not get read.
The last step in the process of building a quality landing page is link building. Link from other areas in your site to your landing page.
Links are so important to your SEO performance. And will probably always be important. If you do not have quality links to your site it is very unlikely you will rank highly with search engines. Remember there is no getting away from link building.
Backlinko analysed 1 million searches to see what it takes to get a first-page result with google. And the results showed that the average page one search result contained 1,890 words.
Don’t mistake content length to be the sole reason a page ranks well with search engines. Creating high quality content is the first step. If the content is high quality and 1,890 words or more you are more likely to rank on page one.
What you want to do with your content is to give so much information on a specific topic that every single piece of your content becomes insanely valuable to the reader.
The more your readers like your content the more Google will reward you with a great ranking. As the sole objective of the ranking algorithm is to display the most relevant and highest quality content.
A benefit of longer content is that it naturally contains more relevant keywords and allows you to rank for them.
You need to regularly publish informative content over 1,890 words to reap the rewards you desire. Stick to the process and you will be highly rewarded.
You need to focus your content on what your target customers want. When you understand what they want, you can create a plan to create the content that will attract them to your site.
When you listen to your customers it guides the content that you create to attract more of them. Find out what they want and give it to them.
So, how do you find out what your customers want.
1. Ask them.
2. Check your websites analytics check what your most popular pages are.
3. Listen to customer feedback.
4. Check social media platforms like Quora and Linkedin for questions relating to your business.
When you are checking social media, platforms search for your primary keyword. If you see a question related to this keyword that is asked repeatedly. Answer the question, then link back to your site. After answering the you can create a blog post on the question.
If you see a question keep coming up on social media it is highly likely it is also a regular search engine query.
You can also use social media to get ideas from experts for your future content. Constantly checking social media allows you to keep up to date with all the latest developments in your industry.
Other social media platforms on which you can look for ideas for your content are LinkedIn and Facebook.
UberSuggest is another great way to find out what your users want. UberSuggest generates long-tail keywords that you can use. The long-tail keywords are based off what real people are already searching on Google.
These keywords give you great ideas for blog posts titles so you can attract these potential customers to your website. This type of research is powerful because it tells you the exact topics people want to read about online. You just have make a list of these topics then provide the content that is wanted. The result will be more traffic to your website.
The analytics package you use for your website can also be a great tool for finding out what your users want (If you haven’t got an analytics package, you really need one, it’s costing you more than you think).
Check what the most popular pages on your website are.
The total number of page views is important. But also consider the average time spent on the page (the more time spent on the page the better), the bounce rate, and the exit percentage.
The average time spent on a specific page lets you know if people took the time to read your full post, or just skimmed through it.
If the average time spent on a page is below one minute it indicates people are skimming your content rather than taking the time to read it. If it is below 30 seconds it is a sign that people haven’t found your content interesting.
The bounce rate tells you the percentage of people who landed on a page, but then left without visiting any other pages. The bounce rate is not an indicator of success or failure by itself and needs to be analysed with other information. But in an ideal world you want your bounce rate to be as low as possible.
The exit percentage tells you that for this page specifically, x % of users left your site after visiting this page. Like your bounce rate, it’s not an indicator of a problem by itself, but a very high exit rate, probably means users aren’t finding what they want and don’t want to explore your website further.
You can also find out what type of content people want by checking how many times your content has been shared on social media.
You can use BuzzSumo to check this.
It will list your most popular content in order. With the most shared content first.
This tells you which of your articles or blog posts are so good that people have decided to share them. The most common reason for people sharing content is because they believe it will be of use to others.
When your content answers a question which a lot of people want the answer to, you will see your search traffic will improve dramatically.
Now it is compulsory for your website to look good and perform well on mobile devices.
In May 2016, Google introduced an update to their search algorithm that significantly improves the organic search ranking of websites that are mobile friendly.
With mobile over taking desktop as the primary way to use the internet and the most common entry point from a mobile device to the internet being a search engine. Success with your SEO means your website must be mobile friendly. It is not a luxury anymore. It is a necessity.
You can check if your website is mobile-friendly by clicking here.
And you’ll get a results page that lets you know if your site is mobile-friendly or not.
If your website is not mobile-friendly, you will need to redesign your website.
You probably make changes to your existing website design to improve its usability on mobile. But in most cases, it is faster and cheaper in the long run to get a totally new website.
Wikipedia defines responsive design as follows:
Responsive web design (RWD) is an approach to web design aimed at allowing desktop webpages to be viewed in response to the size of the screen or web browser one is viewing with. In addition, it’s important to understand that Responsive Web Design tasks include offering the same support to a variety of devices for a single website.
If you still are not sure if your website is mobile friendly, just check it on your phone.
Remember to succeed online and with SEO it is compulsory that your website is mobile friendly.
Make a "best of something" list for a specific topic. For example a list on life advice.
This isn't just a great way to gather a range of different viewpoints on a specific topic or list of key ideas. It also helps you to attract traffic to your site and improve your SEO rankings. People love lists too. So a list on a topic that alot of your target customers are interested in should get a lot of attention.
Just search for experts ideas and viewpoints on the topic you want to write about. Collate the information into list form and publish. By putting all of the ideas and viewpoints together into a list you are creating a piece of content which is more valuable than if all the ideas and viewpoints were standing alone.
If you manage to make a list on the right topic there is a very good chance that your list can receive a high number of social shares and give you an astronomical boost in your SEO rankings.
A way you can boost the effect of your list even further is to turn it into an infographic.
Infographics are popular because they allow you to display complex information in an easy to understand way. Most people take information in better visually, meaning a graphic can explain an idea a lot better than a plain text article. And boost engagement with your content.
More on inforgraphics another time.
Search engines are constantly improving their algorithms.
If you want to keep succeeding and ranking high in the search rankings you need to keep up to date with the latest algorithm updates and SEO best practices.
One factor which affects ranking is an algorithm called RankBrain. Rank Brain is an artificial intelligence system that assists in analyzing search results. It learns what a page’s content consists of and how they relate to the keywords people are searching for.
Simply put RankBrain connects a user’s search query to the most relevant results.
As Google has grown increasingly sophisticated, we no longer need to stuff our content full of keywords to make it understand our intent.
Keyword stuffing is when you overuse keywords and phrases that relate to the main keyword in attempts to rank higher in search. It’s a bad SEO practice that you should avoid it at all costs.
For example, consider these related keywords: Playstation reviews, best Playsation reviews, new Playstation reviews.
When you use all of these keywords in your content, it’s likely that Google won’t rank that page well, especially if the content falls within the 300 – 500 word count.
Here’s an example of a keyword stuffed paragraph:
Do you want to learn guitar online? Most guitar tutorials are not created to help beginners learn guitar online, because the online guitar learning platforms are not user-friendly. But today, in Essex, you can easily learn guitar online from the comfort of your home and become a guitar expert.
The main keyword “guitar online” was mentioned four times, which is too often for that little amount of content.
There is a way to change this paragraph and make it more focused on the user, without neglecting the main keyword – “guitar online.” All you need do is find synonyms for the keyword. For example:
Are you ready to learn guitar online? It’s a good step towards learning new skills and play the songs you want. There are several places to learn guitar on the web, and within 2–3weeks, you’ll be playing your first songs. Most people don’t like the idea of taking online guitar courses, but I believe it’s one of the most flexible ways to quickly get access to a wealth of knowledge and become skilled in your life’s pursuit.
See the difference?
The second paragraph sounds so much better. It is friendlier to users and still uses your keyword. It just doesn’t overdo it.
That’s the power behind RankBrain.
How to use your keywords in your content.
1. Find keywords with the same meaning as the principle keyword, but with a different spelling and structure. Example: TV, Television, Flat Screen.
2. Don’t over optimize your content with multiple keywords. Make sure your copy flows naturally and reads smoothly. Remember the quality of your content comes first, using SEO to optimize your keywords comes next.
3. Write in a natural tone. Make sure that the additional keywords don’t over power the main keyword that you want to rank for. The new key phrases are only there to give additional meaning to your content and to assist Google’s understanding of what you are talking about
Google looks out for these keywords in your content. If you’re including them in a natural way, your search rankings will keep improving.
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