We all know too well, that there is no end to the depth and complexity that comes with search engine optimization. Many start-up companies take a DIY approach to SEO implementation that ends with them half-heartedly stringing together relevant search terms or stuffing keywords on contextually irrelevant pages on their site.
To avoid running a poorly developed SEO campaign, and potentially be penalised by the search engines, there are several key points that should always be kept in mind when approaching SEO and below we have provided 7 top tips:
1) Identify your Target Audience
With any SEO campaign, the first step should always be determining who the intended audience of your goods or services are. Select a certain product or service as the core keyword focus of your campaign and you will be able to attract more traffic than simply trying to spread your efforts to thin.
2) Expand your Keyword Focus
Although your focused ‘product’ or ‘service’ keywords may not have a hundred and one uses, you should always try to be as forward-thinking as possible when considering other keyword variations. Sometimes the search term that Google looks for may not be the same one that you would have typed when looking for it yourself. You should always do keyword research to find other ways that online searchers may try to look up your product or service.
Competitor analysis to identify which terms your competitors are focusing on as part of their keyword strategy is also very important. This helps to ensure you are concentrating your efforts where you can gain the most SEO benefit and would consist of analysing your competitor’s on-site efforts, as well as their backlinking (off-site) strategy. Visit our strategic research section to find out more about this.
3) Refine your Website’s Internal Linking Structure
A well-designed website is one that effortlessly funnels users from page to page. By interlinking your site so that relevant pages connect to one another, you’ll find that even the less visited areas of your website will see more traffic. As a result, you can expect your website to have better domain authority and, as a result, a higher position amongst the search engine rankings.
5) Establish your Social Media Presence
Social media engagement has become an increasingly popular way to generate long-term website traffic. These days, many SEO agencies focus a lot of their attention on establishing a follower base for their clients. As the number of people following your company continues to increase, so too will the potential customers that may frequently visit your website.
No matter how big or small your company may be, you can never have enough Facebook or Google+ followers. In addition to establishing yourself on Facebook or Twitter, you should also consider extending your social media campaign to sites like Pinterest.
6) Keep Creating Original Content
Content is becoming increasingly important in SEO, especially if the content being created is relevant and timely. Creating content that is closely related to what people are searching for, or currently discussing online is crucial, as Google and other search engines will reward fresh content.
Original content, such as a weekly blog or community activities, can go a long way towards capturing an audience and convincing them to continue interacting with your site until a sale is made.
Unique and compelling content should also be used as a form of link bait in your off-site SEO strategy, whereby as well as placing on your site and optimizing the meta content, you should also be engaging with relevant sites, blogs and your audience via social media, to tell them about your content too.
7) Consider Pay-Per-Click to Boost Traffic
While PPC may not be as attractive as the long-term benefit of most SEO practices, PPC has proved to be an excellent way to drive website traffic for well over a decade now. PPC can be used as a short-term means to boost site visits whilst SEO presence is building for key search terms.
PPC should also be used in a tactical manner, whereby you can maintain exposure for key terms that have not got a good SEO presence, and continue to deliver a good return on investment. PPC is immediate and can also support offline marketing activity, as well as promote new products or services and inform your target audience of the latest news and offers.
Obviously the above tips are only a select few from a wide array of SEO recommendations for you to consider, but hopefully they can point you in the right direction. If you have any queries or would like to discuss your SEO requirements with us, then please feel free to contact us.