Insight leads to convers(at)ions.
It’s not just about increasing traffic to your website. It’s about increasing the number of conversions — people contacting you, signing up for a service, posting a comment, or somehow interacting with you(r site).
Search engine optimization, or SEO, describes the site improvements you can make to improve the visibility of a site via the search engines.
Build a foundation for your SEO campaign by determining the best terms and phrases to use on your website to attract search engine traffic.
What makes a word a good keyword?
- Relevancy, first and foremost, to both your website and to site visitors, is a staple of a good keyword. Site content and site traffic aren’t always compatible in terms of visitor expectations, and that needs to be managed by looking at other results in the search engine result pages (SERPs) and then adapting your website if necessary.
- Search volume tells you approximately how many people are actually searching the Googles and Bings of the web with the keywords you’re exploring or targeting. Volume is entirely relative, as the industry you’re in determines what a “good” amount of traffic looks like.
- Competitiveness of a keyword can be measured in a variety of ways. There can be a million results for a keyword you’re targeting, but if the top ten or 20 results in the SERPs are poorly optimized, then the competition for that keyword may be lower than it originally seemed to be.
There are other factors in keyword research, such as search trends and keyword difficulty, but if you’ve got relevancy, volume, and competitiveness already addressed, you’re in good shape.
Your “real life” competition might be vastly different from your online competition. Looking at what your industry competition is doing on their website (and what sites are linking to them) from an SEO perspective tells you what you need to be doing on yours.
One benefit of competitive analysis is that it supplements keyword research. While you’re looking at how your competition create content, organize content, and acquire incoming links, you get an idea for how they describe themselves. Many websites still populate the deprecated meta keywords tag, making it abundantly clear to you, their competition, which keywords they are targeting.
A telling factor of competitive analysis is determining whether the competition is spending time on branding (themselves) or SEO (potential visitors). Branding matters, but often for new and small businesses, site traffic will increase when the site accommodates search engines and the people who use them.
(Quality) Content Creation
It’s true: Content is king. No content, no traffic, no dice. And while poorly written or created content can still bring in traffic, conversions will suffer when users leave a website. It’s not just about filling up a page, but providing a service to your site visitors.
One tricky part of content creation is keeping it engaging and with SEO in mind at the same time. Easier said than done! Website content is geared toward humans, as it should be, but SEO tries to steal the limelight in favor of robots (search engine spiders that crawl and index websites).
Balancing content so that it entertains or informs human readers and simultaneously contains keywords for robots is a constant — but manageable — challenge of content creation.
The search landscape is constantly changing. New keywords crop up, along with new competition for those keywords (as well as the ones you were previously targeting). That’s why SEO isn’t a one-shot deal; it’s an ongoing process.
Depending on the site of your website and the pace of content creation, an SEO maintenance report is recommended at least every few months. A report can reveal how well optimized new content on your site is and gauge any progress that has been made since the last report.
Of course, SEO maintenance isn’t about generating reports — it’s about generating results. And that requires you to take the next step: Adjust website content, if necessary, based on findings from the reports. It takes time and effort to make changes to content, but if your competition is doing it, shouldn’t you be too?