Using SEO to Maximise Traffic
SEO stands for Search Engine Optimisation and is the practice of increasing both the quantity and the quality of traffic to your website through organic search engine results. What this means is that when someone decides to search for “buy blue jeans” on Google, if your site is optimised correctly, your website should be one of the first few results.
However, with the rise of Search Engine Marketing (SEM), paid advertising usually pops up first. These are the companies that pay Google to have their sites pop up as the first three and last three results on any given page. In this scenario, they’ll use a PPC (pay per click) costing for a specific search term, time of day and geolocation to appear at the top of the list.
SEO is preferable for most because it’s free, it’s organic, and if you’re getting it right, then your website is obviously a winner.
When looking at the absolute core basis of SEO, you’ll need to do keyword research, analyse your competition, build links and increase your site speed. These are things that will result in positive results, but they’ll take time, it’s nothing that’s just going to happen overnight.
There are a number of different sites that you can use for keyword research and one of our favourites happens to be Uber Suggest. You can insert keywords or phrases that you’d like to appear for when people start searching for your products or services. You’ll be given the search volume of the keywords indicating the number of searching that phrase has in a month, the average cost per click if you were to pay for it and the difficulty in which your competition makes a word discoverable by paying for searches.
It helps to look around at your competition to see what they are ranking for and what they have done with their content on their pages. Basically, you can use the same or similar keywords as the competition, but having a site that has links and a quick speed will slowly but surely allow your site to climb the ranks.
Decrease the Cost of Business with Optimisation
Another important factor to remember is that SEO changes constantly and it’s not an exact science. Search terms will change, and optimisation is very important whenever you decide that you want to try and increase your rankings. It’s a constantly evolving thing.
This is where testing comes in handy and works wonders with ecommerce and retailers. There’s a risk of losing some revenue when running tests, but with the testing comes insights which, for the longer term, can lead to greater profits.
If you can see that your latest call of action (CTA) isn’t working at the top of your landing page because nobody is clicking on it, there’s a chance that there’s something wrong with it. Now, right and wrong is always going to be subjective, but there are certain factors that will always prove to be true. Using the colour red instead of green is probably a bad idea, especially when offering something to a customer. Asking them to “Claim X Now” something implies that you’ll need to go through some form of process before being able to get whatever it is, so perhaps using something like “Enjoy a Free X” will give the impression that whatever you’re offering has no strings attached.
Having these kinds of optimisation tests for your products and services will show you exactly what is worthwhile doing and will help you to make steadfast improvements across all your pages.
Another term you may hear is “backlinking” or “linking”. This is when your site has a link on another page or site, that links back to your page. It’s pretty straight forward, but generally gets traction when you’re creating research studies or blogs that offer value, and thus, other sites will be likely to quote you.
Having links on reputable sites will increase your SEO. It helps to contact the websites of businesses or products that you represent, seeing if you could get a link through them, or perhaps, you both link to each other as a fair-trade system. Oftentimes, websites will charge for links, a process that can become expensive very quickly.
It’s always a good idea to link your own pages to your website too, if doing very little for SEO, it will help to keep your site navigation tidy for people who want to look around your entire site.
SEO is a basis for increasing traffic across your website through organise search results, and while there are many other ways to increase traffic, SEO is perhaps one of the easiest, and ultimately, more cost-effective.