For a small company, SEO can be the most crucial marketing tactic there is. It can help you reach a wider audience by connecting you with interested web users and attracting new clients. If you haven’t made the investment yet, you’re not only falling behind the times but also passing up many chances to increase consumer conversion.
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What is Search Engine Optimization?
First off, you might not know what we mean when we refer to SEO if you’re new to internet marketing. Simply said, it’s the process of getting your website visible in search engine result pages (SERPs). Since Google accounts for over 95% of all search engine traffic worldwide, we will exclusively discuss Google while educating you on SEO best practices.
Google employs a proprietary algorithm with more than 200 signals to choose which webpage to display when a user searches. Google gathers and saves information from each and every web page it scans. When a user submits a query into the Google search box, the most authoritative and relevant sites are shown from top to bottom to address the user’s question.
Techniques for Increasing Website Traffic using SEO
1. Create Content Groups
Websites that exude Expertise, Authority, and Trust (E.A.T.) are favored by Google. Only when Google determines that your web pages on a certain subject have strong topical relevance to a search query will those pages rank. Producing material based on content clusters is one of the finest methods to show topical relevance.
A pillar page and content clusters make up a content cluster. The cornerstone and primary keyword theme of the content cluster is the pillar page. It’s a lengthy essay that builds authority and relevance on the subject matter by covering a topic in-depth but concisely.
Conversely, articles having a focused attention on a certain subject related to the primary keyword theme are referred to as cluster content. These are tutorials, blogs, or brief articles with backlinks to the main page.
For instance, if the headline of your main page is “What is Remote Work?” You could have content clusters that concentrate on topics like:
Features of working remotely
Policy for remote work
Legal concerns with remote work
How to create a culture of remote work
The software stack for remote work
How to oversee distant groups, etc.
“Content clusters help search engines understand the relationship, context, and hierarchy of web pages within the family of content,” says Terakeet’s SEO manager, Jonas Sickler.
2. Boost Your Keyword Research
A good keyword strategy targets both buyers who are at the top of the sales funnel and are only conducting preliminary research, as well as buyers who are at the bottom of the funnel and are prepared to make a purchase.
Perform Research on Keywords
Before you even start using SEO strategies or a blog, you need conduct keyword research to determine what keywords your company should employ. Remember that search engine results are getting more and more competitive as a rising number of businesses are using SEO and content marketing. It goes without saying that you want to rank for relevant keywords, but you don’t want to target terms that all other brands in your sector are fighting for.
Perform a Gap Analysis of Keywords
A keyword gap analysis is a fantastic approach to get the most out of your SEO campaign. Look around and identify some of your most formidable rivals, individuals with whom you engage in online competition.
To find terms that your rivals rank for but you don’t, use software like the SEMRush keyword gap research tool. Produce pertinent material centered around these keywords or incorporate pertinent themes to cover them in already published articles, blogs, and guides.
3. Revise Current Content
Creating content that ranks well doesn’t always need you to start from scratch. There are instances when producing entirely new material is less beneficial than optimizing already-existing content.
Not all outdated content, though, merits an update. Only after you optimize your site’s top-performing pages will you see a noticeable improvement. Navigate to the Google search interface and choose Behavior → Site Content → pages from the left side panel.
Examine each piece of content’s performance and select the ones that are doing well (plenty of page views) or have great potential but are ranked on page two of Google searches. Visit Market Muse or your preferred content optimization tool to identify the gaps in each item.
Market Muse helps you identify the keywords and word count that will propel each post to the top of the search results page. To fill up any content gaps, enhance the material by adding new subjects or developing already-existing ones. To raise the caliber of the material, add fresh pictures, new internal links, and new keywords.
4. Adjust for Upcoming Snippet
There are a lot of opportunities lost if featured snippets are not given priority. Achieving position zero on Google Search Results for highlighted snippets may boost your website’s traffic by thirty percent. Ranking for featured snippets increases your brand authority and click-through rates in addition to online traffic.
To begin with, the section of devoted material that appears at the top of Google search engine results pages is known as the highlighted snippet. It can include written or video information and gives the user a succinct response to a search query.
5. Make your website more efficient
It’s time to speed up and optimize your website after you know what keywords your clients use to reach your business. Six essential domains are covered by SEO website optimization:
Tags for titles
This is the text that describes your page and shows up in the search result. It also shows up on your webpage’s tab. Because title tags are so important, you should use your focus keywords in them.
For example, this is the title that shows up on Crisp’s main page when you type in “Chatbot Software”:
Header Labels
This is a reference to the headlines that employ the H1–H6 text layout on your website. Google gives priority to H1 and H2 tags, so make sure your page has a clear title that includes your keywords in an H1 tag.
Referring back to our Crisp example, they had the same “Chatbot Software” term in their H1 header as they did in their title tag.
Page Reproduction
Don’t overdo it when using your short-tail keywords in the page text on your website. Though you shouldn’t, Google is intelligent enough to identify keywords even if you don’t utilize them in every phrase. Always consider the reader: does your prospective consumer find the material to be easy to read while also making thoughtful use of keywords across your pages? Success!
On their main page, Crisp, for example, employs target keywords like “Chatbot Software” and “Conversational Experience”; they yet flow naturally and don’t look forced.