As you may be aware, Google constantly changes its algorithm which makes it challenging for marketers to keep up with SEO requirements. Here’s a few quick pointers on how to get/ keep your SEO up to scratch:
Do your research
Before you start developing any content, get acquainted with Google AdWords, Google Analytics and Google Search. Using the tools, ask yourself the following questions:
- Who are my target customers – job title, interests, demographics?
- What keywords are they searching for?
- What else are they searching for?
- What types of content do they consume?
- Who are their influencers?
- What types of content have achieved viral distribution amongst my target audience?
You can use these questions to tailor a content strategy that appeals to your audiences WANTS and NEEDS. You will also be able to determine where you should be posting your content, and the keywords you should be targeting.
Check out what your competitors are doing.
If they are ranking higher than you on Google, use the information from this post to see if you can highlight what they are doing well. If you are ranking better than them, what are they not doing so well?
Use lots of different sources to diversify traffic to your site
Google likes it when you have a variety of sources linking back to your website. Video is popular with consumers and can be great for SEO. You could post a video to Vimeo and YouTube, then on your Social Media, blog and LinkedIn to name just a few.
As long as you’re linking back to your website in the posts, it will help to boost your ranking. Just make sure your content is tweaked to suit the different audiences and platforms, and that it’s relevant!
On the flip side to this, are you linking out as well? If there’s an area where you’re unable to help your customers, don’t be afraid to help them out by linking to an external, quality website. As well as helping to build your reputation, this can help to build your SEO.
Make sure you’re delivering great SEO through your website
- Use your keyword research to fulfil the searchers goal and satisfy any intent they have (which could be to purchase your product/offering!)
- Ensure your website delivers beautiful content in a timely manner – a slow and ugly website puts people off.
- Is your website mobile friendly? Google loves responsive sites and If you have a lot of mobile visitors, this is essential for user experience too.
- Use your website and branding to create trust. Does it engage with your target customers? Ensure you address their problems and make sure they are the hero not you!
- Build internal links within the body of your pages. Get them to your content faster.
- Avoid any elements that may dissuade visitors. This could include pop-up adverts every 10 seconds!
- Use keyword targeting within the text. Make sure the content flows – don’t just drop keywords randomly throughout the site…
- Optimise snippets (the bit you see on the SERP) – most importantly your page title, meta description, URL format and publication date.
- Provide unique value! Finding a small gap in the content available online can help you to climb those rankings.
Promotion and amplification of your content
If your content is good enough, you will develop relationships that can be mutually beneficial. The aim of this game is to get your loyal fans, key influencers in your market and the press to pick up on and share your optimised content.
Secure your website!
Make sure you have purchased a SSL Certificate and put your site in HTTPS mode. HTTPS means Hyper Text Transfer Protocol Secure. Translated from Tech Geek into English, this means that all the communications between the browser and your website are safe.
Keep track of your websites performance
Google Analytics holds a lot of essential information about the performance of your website, your visitors and where your traffic is coming from.
If you’d like to know how many visitors you’ve had, where they’ve come from, and what your most popular pages are, you need to look at the following pages:
Audience – Overview – Number of visitors
Acquisition – Channels – Where they’ve come from
Behaviour – Site Content – Most popular page(s)
Other useful pages:
Audience – Mobile – Overview – % of visitors are on a mobile device
Audience – Technology – Browsers people are using to visit your site
Audience – Overview – Where your visitors live
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