SEO (Search Engine Optimization) can generate a hailstorm of website visits if done correctly. And isn’t that what we all want? We want potential customers to find us on the Internet and be interested in our products or services. To get found more readily on the Internet, we need SEO. However, SEO is a strategy that is forever shifting and adjusting to the search engines (think of Google’s
updated algorithm updates like Panda and Penguin). What was most important five years ago in SEO is not the same as what is most important today. It functions something like a puzzle in that there are many pieces that fit together to optimize your website. But how do you do fit it all together? We recently hosted a webinar that focused on these concepts in detail (it’s free to watch the recording). But for those who simply don’t have the time, this post offers up a brief list of some things to consider when piecing together your SEO strategy:
What’s the purpose?
To make each visit to your website count, it can be helpful to define what the goal of your website is. It may function to do several things, such as lead generation, build your reputation, nurture sales, etc. But a clear priority should be made as it will guide your site design as well as how you attract visitors.
Choose Your Words
Keywords should be strategically chosen when you write your site content. It’s important not to ‘stuff’ your keywords in, but to have the content flow and read naturally. Each section of your website can be written to come up in different keyword searches. For example, a page on engine repair should use different keywords that a page on car detailing. Content should be focused and targeted towards your key audience. Be strategic on where you use those keywords too!
Consideration should also be given to how a visitor will engage with the site. If they engage then they stay longer. The longer they stay on your site the better your chance at capturing their information through a form (usually in exchange for useful and interesting content – like a whitepaper or video). Being found is only half the equation, once the visitor clicks on your link in the search engine your site must engage them and deliver what the keyword promised: relevant information.
Google Adwords has also been known as a good way to test your keyword value and SEO. But there’s an art form to Pay-Per-Click ads. Do your homework.
Link building plan
Building links, both inbound and outbound, contribute to good SEO. There are several ways to build links, but an actual plan should be developed to continue to build new and powerful links (writing articles and guest blog posts can be helpful). Using online PR can also impact SEO if links to your site are published on news related sites. Press releases can generate traffic and not just from SEO. The more renowned the site – the more powerful the link. Remember that all links are not created equal and black hat tactics will put your site in jeopardy.
A little known piece of the SEO puzzle is social media. It amplifies your PR and identifies influential individuals. This can help you target future channels and delivery methods. Each social media channel you register your business on asks for the URL, which generates a link to your site.
The brilliant art of SEO is that it can be tracked. If you haven’t been tracking your website visits, bounce rate, and traffic sources, you should set that up ASAP – Google Analytics is a good one to start with and it’s free. And when you are good at using it, you can learn some time-saving tricks.
Checking your PageRank on search engines can be a great way to spot errors and successes. By using these results as benchmarks before and after, you can often collect tangible results for all the work you’ve put in to increasing your SEO. There are many free online programs to help check your current PageRank – it only takes a minute and is quite painless.
If you think you’re biting off more than you can chew, I’d recommend starting off with our latest webcast on SEO. And to help you remember all that amazing webinar content, follow it up with this one-page SEO guide. Have it handy as you look through your own site. Both can be found on our SEO/SEM page.
And if you still want some help, give us a call and we’d be happy to look at your site and point you in the right direction.