SEO is the #1 key to making your site – and your business – truly successful. The challenge is that Google’s ranking algorithms are changing all the time. Plus, the landscape is becoming more competitive every day. This means that conventional SEO strategies are taking more time and more money to get the same results. And, since we don’t have unlimited resources and time, we have to think outside the box and adjust our approach to get the best results.
What you really want out of SEO is traffic. More than that, you want the kind of traffic that will lead to conversions. Here is a strategy keyed to the current developments in digital marketing. We’ll explore four simple steps that can multiply your traffic and conversions in the year to come. Maybe you outsource SEO services, and maybe you do it in-house. Either way, the following steps will give you a clear idea of how to focus your efforts.
1. Instead of trying to randomly increase traffic, look into attracting those who want what you have to offer.
An SEO company does this by using buyer intent keywords. These are keywords that a person will enter when they want to buy a particular brand or product. After entering a search for a particular product or brand, customers are ready to make a purchase. And, while these are the most expensive keywords, they’re also the ones that give you the best ROI.
The drawback is that these are the most competitive keywords and they’ll often take the longest to rank. So, how can we get around this?
What you really want to do is find less competitive keywords that can rank more quickly. They may take a bit more time to do the job (as long as a few weeks), but it’s still faster than waiting for the high-competition words to rank. Google Correlate is a great way to find these low-competition keywords. Just enter the buyer intent keyword in Google Correlate and a time frame. This will bring up a list of other keywords that prospective buyers search for before looking for a given product. These terms will reach the same people who want to buy, but before they’ve gotten to the conversion stage.
For example, if you enter “dental SEO services” and “1 week”, Google Correlate might offer keywords like “marketing services for dentists”, “dental marketing expert”, and “SEO services for dentists”. These are terms that a prospective customer will enter about a week before entering the buyer intent keyword. Next, you’ll want to write a detailed blog about one of these topics, rich in the low-competition keywords, and you’ll funnel traffic to your site. Plus, the people who see the post will be the same ones that are moving towards a conversion.
You can do the same for search terms that people often use after searching for the buyer intent keyword. (eg. +1 week instead of -1 week) This gives you pointers for further blogs that speak to the same audience. You both connect with the interested parties before they even know they want to buy, and capitalise on the customer base to make further sales.
2. Rank new terms faster with the “land and expand” strategy.
When you’re working with new terms, it can take a while to rank for them. However, this is the way to get the best return on your SEO. You can cut the wait by using the land and expand technique. First, enter the Google Search Console. Select the performance tag and you’ll come to a list of terms that your site ranks for. Select the highest-ranking terms and you’ll get details on the page that ranks for these terms, including the URL for the specific page. Save this so that you can modify the page later.
Next, go to Ubersuggest and enter each term. After you get the report for each, select “keyword Ideas.” This will give you a load of long tail phrases. Choose the ones that are most closely connected to buyer intent, and then modify the page to include these terms. Remember to keep it relevant so that you aren’t penalised for keyword-stuffing and spammy content. Since the page already ranks for the head keyword, it will rise to the top of the list within a month or two. The most important aspect of this approach is to choose the long-tail keywords that will lead to conversions.
3. Brand Building
One of the innovative approaches that will set you apart from the crowd is to focus on creating and establishing your brand. Google has been emphasising brands and incorporating them into the ranking process. The upshot of this is that your search ranking – and site traffic – will increase as your brand becomes stronger.
To look into your brand recognition, one of the best tools is Google Trends. You’ll want to enter the name of your brand and compare the results with the brand names of your competitors. After you have an idea of how your brand ranks versus the competitors, you’ll have an idea of where you want to go from where you are.
Unfortunately, there’s no simple formula for growing your brand. Each brand is different, and your strategy has to reflect the brand itself. The key is originality. You have to set yourself apart from the competitors by offering something different and bold, something that adds value to the brand and incentivises the customer.
One way to offer something original is to tune in to your demographic and offer helpful information. Engage with your clients, offer dedicated customer service, and build a connection. Social media is great for this, so long as you keep present and respond to customer comments and questions.
Another way, and one that works well with the former, is to create extensive content. Instead of short blogs, consider creating articles and guides that explore a subject in-depth. Think 10,000 to 25,000 words. This will let you provide valuable information about topics that is both interesting and useful for the customer. Plus, take some time with the design to make it sparkle.
You don’t have to stop with written content. Embedded video adds a visual appeal to your site and builds brand recognition. A three to four minute video can contain loads of content, and the bulk of people are more likely to watch it than read a long article. Plus, a solid video can be shared across social media and other channels. This is content that stands the test of time and reaches a wider audience.
These are just a few options. Depending on the nature of your brand you may wish to automatically upgrade shipping, add bonus services, or offer generous refund policies. The sky’s the limit. Look into what your competitors are doing and do something bold and unique that makes you stand out from the crowd. This will take some time, but if you do it right, you’ll see steady growth from quarter to quarter.
4. Get creative in building links.
Cultivating links is nothing new. It’s been a part of the SEO game from the beginning. Early on, this could be done by sending emails to request links. These days, though, you have to do something different to build links without relying on spam. Large, well-structured articles would do the trick as of a few years ago and they’ll still help to build your brand, but they aren’t as unusual as they used to be. Infographics are a bit better, and animated infographics are top of the line. If you include a solid animated infographic on your site, you’ll get loads of links without ever having to request them.
To go even farther, you can offer something free that people would often pay for. Online tools and software are great for this purpose, depending on the nature of your site. It might cost a bit, but it’s guaranteed that you’ll pay less than you would for traditional marketing. Provide great tools and information, and the links will roll in effortlessly.
Each year, with the changing search algorithms and increased competition on the market, SEO becomes more challenging. Plus, the old strategies are becoming less effective. So, the key is to change perspective and shift approach. Have a go at the strategy outlined above, and see how you can exponentially boost your traffic in a fraction of the time.
If you have any questions or would like some tips for your 2019 SEO strategy, feel free to contact us.