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From social media-supported content marketing campaigns to organic website visits, SEO is the system that irrigates each of your business’s traffic-based online goals. Sadly, SEO is such a popular topic, with its importance stated so often, that many businesses get flooded with information without really understanding it. Forget all the gimmicks and super-weird tricks you’ve seen across the internet, and take a look at these simple, reliable ways of mastering SEO for your business’s specific audience and goals.
Make the Right Content
Imagine that a business selling oriental teas releases a blog post on lychee tea’s flavor and weight loss potential, a fine opportunity to draw in traffic from people searching terms like “sweet weight loss tea” “or “lychee health benefits.” On doing some research, however, the business may find that there isn’t enough traffic from those terms. Then they release a longer blog post on sweet or fruity teas that support weight loss. Now they can draw in traffic from a broader range of search terms, and there is a greater chance of visitors being impressed.
Do not copy exactly what your competitor does or what a consultant suggests without doing research. Once you figure out what isn’t working for your content, figure out how to redesign it to make SEO easier on yourself. This principle also applies to the format you choose. As another example, complex information may be more suited to a white paper or e-book, and the ideal traffic plan might be a number of evergreen blog posts on related topics that link to the lead page where appropriate. Nothing is guaranteed to work for every business, so keep testing and remain flexible.
Research Long-Tail Keywords
Image via Flickr by theglobalpanorama
It’s no secret that these days, around half of all searches use four or more words, definitely in the territory of long-tail. If you’re unfamiliar, long-tail keywords are simply long chains of words, as opposed to shorter, broader search terms. The typical expectation is that short keywords are much higher in traffic, but more competitive, while longer keywords are easier to rank for and can get you smaller amounts of highly-valuable traffic — people who are more likely to want what you’re offering.
It seems that the numbers are gradually shifting, however, and long-tail keywords are getting a bigger and bigger portion of traffic. They should not be passed up, so find the right tools and talent to research and test longer keywords that a potential customer might use.
Aim for the Phone Call
There are many things you can try to get from a person who visits your site: an e-commerce payment, an email address, or even just their time and attention. How about getting a potential customer to call you for a consultation? Click-to-call commerce is growing well, especially among millennials. Any business that makes its money by talking to people over the phone or scheduling face-to-face meetings could unlock an irrepressible stream of new clients if they optimize SEO for a click-to-call button on their websites.
If there’s any context where it would be helpful to have a click-to-call button on your website, consider making this one of the primary result indicators for tracking your success. Aim to get more customers on the phone through search traffic, and you might ride this wave into major success.
Read Essential SEO Tools for Agencies
SEO is a constant feedback loop of doing tests, gathering precise data, and doing more tests based on what you’ve learned. A good campaign needs the right analytics for your own pages and keywords, those of your competition, ways to research trends to come up with time-sensitive ideas, and plenty more.
CopyPress has partnered with SEJ and strongly recommends their latest e-book, Essential SEO Tools for Agencies. This guide features the contributions of 10 experts in the SEO field. The guide covers every deep, worthwhile aspect of a high-performing campaign, including the technical basics, researching keywords, analyzing competition, getting the most out of your reports and testing, and more, including the best tools for each of these topics. If you’ve felt stuck in the muddy “getting the hang of it” stage for too long, treat this as the rope to pull yourself forward.
Specialize for Mobile or Desktop
You’ve likely heard news of the continuing growth of mobile traffic, which leads many people to disregard desktop searches and insist on specializing websites, ads, content, and SEO for mobile visits. Don’t abandon desktop traffic just yet, though, because we are quickly reaching a point where mobile is too popular and competitive for it to automatically be better.
Instead of focusing your business’s SEO toward mobile, do the research on your audience to find out which of the two choices is the best match. If you do decide to specialize for mobile, be certain that you don’t spread yourself too thin so that you can focus energy and funds toward outbidding and ranking a smaller amount of high-converting content. Desktop traffic is typically the opposite, and a wider approach with lower or zero advertising spending can be successful.
Put Great Content First
If your website has an overly high bounce rate or your design leaves much to be desired, it probably won’t matter how much effort you pour into ranking it. If you don’t have great content with a clearly explained purpose and value to your audience, people won’t stick around, engage, link back to you, or do the other things that naturally improve your SEO and organic traffic.
Irresistible, sharable, high-quality content that answers deep questions or needs for your audience is like a pair of running shoes, and SEO is like a marathon. Persistence will be a lot more frustrating and painful if you don’t have that support at every step.
Keep in mind that search algorithms are getting more and more intelligent about putting the user’s interest first. Take the time to research the best type of content you can give to your potential customers, along with the best format, testing strategies, etc. Then form a chain of production that releases this addictive content regularly. When you have a site that inspires people to regularly check in and stick around, you have a running start at ranking as an attractive, credible business.