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Improving Your SEO Through Simple Search Strategy

No matter what business you are in, people are searching for information, products and services relating to your business every minute of every day. In fact, the latest statistics show 80%-90% of businesses do online research (usually starting with a Google search) before ever contacting another business.

That means every business needs to understand Search Marketing and some basics around how people search for information, products and services and also how Google provides this information back to them. Armed with this information, as a business you can “optimise” your search marketing to have a better chance of attracting people searching online to your website.

What’s is SERP and How Can it help your SEO?

When you do a search on Google, answers to your questions are presented in what’s called an SERP (Search Engine Results Page).

Your business goal here is to appear as high as possible in this SERP page. This is often referred to as being “on page one of Google”. But as you can see, there are many types of search results. We would cover this here, but first you need to determine your priorities as part of your Search Marketing Strategy.

Your Website is the Key

Generally, you will be creating your website pages, LinkedIn, Facebook, Google or Build Listing Directory to rank higher as that is usually where you want visitors to go – somewhere you own the content, can encourage website visitors to learn a little more about your business and build trust.

For your website to rank higher, it needs to be structured correctly, quickly load the right content, and look good on both mobile and desktop. This requires a clear Search Marketing Strategy before starting the website.

Structure the Content

To structure the content, you must be clear around what:

  • Industries or customers you service
  • What problem your products and services solve

Then structure your content logically so that customers can quickly access the information they want. This requires clear marketing strategy/planning before building the website.

Keyword/Phrase Optimisation to Improve your SEO

When people do a search in Google, they are looking for information using a particular search term, keywords or phrases. For example, this website uses ‘Marketing Consultant’ and ‘Marketing Strategy Consultant’, and is optimised for these terms.

There’s a lot of information on doing keyword research but we would suggest starting with looking at competitor sites using tools like SemRush or MOZ, Google Keyword Planner (just set up a Google Ad Account) and Google Search Console. Then regularly – maybe once a month – review and update the list you’ve compiled.

Once you’ve identified your ‘target’ keywords, start with around 10 to 20 max that you can provide content for and that have enough search volume (a significant member of prospects are doing that search monthly).

The next step is to optimise your website pages for these 10 to 20 keywords. The best way to do this is to create a content page around one specific keyword and ‘optimise’ that page for that keyword. This is called ‘keyword mapping’. On this page you’ll need to optimise headers, written content, videos, ‘meta tags’ and even image description and filenames to maximise your efforts.

Build Internal Links

Google checks or ‘crawls’ your website by following links in menus and clickable links within the website. Having a properly planned internal linking strategy makes it easy for Google (and people) to find and access your other pages. Each page will have more traffic, will then rank higher and attract even more traffic – it’s like a cycle.

Build External Links

In terms of links, you need to focus on high authority directories that are regulated (which means that not all links will be approved – they need to be high quality/relevant links).  Don’t just focus on relevance – you also need to spread your keywords evenly across those links that you build, not simply put all keywords into one link.  This applies not only to directories, but when building more links beyond the directories.

Keywords look natural for Google to love them. Ensure you don’t link only to your Home page. Spread your keywords among your Blog, Services and Contact Us pages – when people are linking from other sites, they’re not always referring to the home page.

If you get listed in your local business chamber or a local networking group, that’s a good back link to your business. Another way of acquiring back links is what we call guest posting, so you outreach to people that own blogs or websites that are relevant to your niche and then you ask them how you can get back links from the website. Either in the form of an article, or by being a sponsor of your website etc.

Another way to gain high authority backlinks is by sponsoring a school, charity or community organisations and asking them to put your logo on their website – that logo could link straight back to your website. For example, websites containing ‘.edu’ have high authority and are trusted, therefore you can get a lot of SEO value from a backlink.

If you are a lawyer or a chiro, who can write guest articles, ask the host if you can have a link back to that article on your website. Alternatively, think about what you can offer readers at the end of the article, e.g. “Here’s my article, if you want 10 tips or a guide you can click and get the guide here and take them back to that.” Think about natural things likely to work in real life when doing this.

Continue to add content

Google will return and re-examine at your website on a regular basis and that will become less frequent if it’s not continually updated. If your competitors are updating their sites and you aren’t, Google will rank their website pages higher.

But where can you start with adding more content? Go back to your keyword planning and look at keywords/phrases you haven’t ‘mapped’ yet and start with them.

Do you have a PDF on this topic? If so, update it and convert it to a webpage that give readers the option to download the PDF.

If you’ve done a Podcast, recorded a video or given talk on the topic, get it transcribed and create another keyword optimised page on your website. This is often an easy way to increase website content without a lot of effort.

Ensure you create your own content – don’t copy and paste someone else’s content. Aside from the obvious bad plagiarism as this duplicates content that will not get ranked by Google.

Not sure?

If you’re confused about the best Search Marketing Strategy for your business:

Want to get more leads and clients?

We’d love to help your business achieve more effective marketing and sales results. If you need help Developing or Integrating Marketing Strategy, Websites, SEO, Lead Generation, Content, Social, Analytics and Sales processes together to generate more leads and convert them into long-term clients. Contact us or pick up the phone and give us a call on (02) 4413 2590.