Your website is the single most important marketing tool your business has, but without an effective SEO strategy nobody is going to see it.
But what is SEO all about, and how can you go about creating a strategy that sets your site up to get noticed among the 1 billion other websites that are live right now?
What is SEO? SEO stands for Search Engine Optimization, and refers to a process where you follow certain rules to make sure that your website is easy to find online. When the rules are applied correctly, SEO can boost traffic to your website and generate serious leads, making it an absolutely vital part of your overall marketing strategy.
It’s important to remember that search engines are computer programs. Their function is simple: take the words in the search bar and scour the internet for terms, phrases, and topics that might be relevant.
The secret to a successful SEO strategy is to understand what topics might relate to your website, and then do everything you can to push people towards your site and not a competitor’s.
Thankfully there are a few things you can do to get ahead of the competition. Here’s how to create a successful SEO strategy in just 3 steps.
Understand Your Audience
Before you can get started on creating an SEO strategy for your website, you need to take a step back and think about the user on the other end of the screen.
The average internet user spends 3 hours a day looking for things that interest them. Regardless of what you’re selling, you need to keep those interests in mind and find a way to funnel users towards your website.
For example, if you’re a dog walker, your ideal user might be interested in pets, pet food, veterinary services, and cute outfits for dogs. Part of your SEO strategy needs to be a list of all of those related fields – no matter how remote – so that you can shape your content to generate traffic.
Always keep your user in mind, and don’t be scared to test your search strategy as you go. One of the biggest benefits of digital marketing is the freedom to optimize as you go, so cash in.
Invest in SEO Services
Although SEO seems simple enough, you’re going to need the help of an expert to make sure you’re translating your users’ interests into your website marketing approach.
There are two main components involved in turning your SEO framework into a traffic-generating reality. The first is your actual content – the words that you use to grab and hold peoples’ attention online.
Search engines look for key words related to every search. Remember the example of the dog walker? Once you’ve thought about all the other phrases that might be of interest to your user, you need to use them in your website copy.
The trick is to balance the correct keyword saturation without making your copy boring. Great SEO writers have a way with working wording so that your website is really engaging and interesting, and easy for search engines to find. Don’t overdo it – keyword stuffing is a huge mistake.
By adding the perfect number of related phrases and key words, your site will automatically rank higher on search results pages.
The other important technical consideration you need to make is all about coding and web development. Your website is tagged in a certain way – it’s kind of like labelling a book. Again, the right labels, not too specific and not too far-fetched, are crucial to your SEO approach. This is beyond the skills of most marketers, so ask an expert to help you.
One major shortcoming of the way some businesses handle SEO is that they see the process as a once-off step that guarantees success, but that’s just not true.
Search engines are constantly changing their algorithms to deliver better search results. That means your content and web tags need to be optimized and updated every six months to maintain a great page ranking.
It’s best to see this as a challenge to excel, not a problem that you need to overcome. Refreshing your content will not only help you maintain your ranking, it will also keep people coming back to find out what you’re going to do next.
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