Search Engine Optimization (SEO) is the most effective way to improve your online standing, generate more leads, and increase conversions. Sounds good, right?
It is good. Fantastic, even. But these are all parts of the SEO puzzle – individual elements of the larger goal. While increasing leads & conversions and driving a high ratio of targeted traffic to your site are great ways to better your business, a business’ ultimate goal or objective should be to increase and maximize profit margins.
Do you see how this is all coming together? Each element of SEO is a singular piece, and when connected properly, form the finished puzzle picture – a profitable, easily recognized online business.
While a well-done SEO campaign can be extremely effective, developing a proper search engine optimization strategy can be complex for those who don’t fully understand it. Covering all the elements of a good SEO strategy is too much for any singular post, but here are three ways to improve your SEO right now.
1. Good SEO Means Good Content
You’ve probably heard the adage that “Content is King.” And it’s true to a great extent. SEO is as much about showing high in SERPs (Search Engine Results Pages) as it is focusing on on-site user experience. Getting a ton of traffic to your page doesn’t mean anything if those visitors leave and never come back.
Offer something useful. Content marketing is a great way to build a following. Offering a whitepaper or downloadable information shows visitors you know your stuff and aren’t afraid to give away some helpful information.
But even without downloadable material, your website should provide useful, relevant and engaging content. If you ever get stuck wondering what it is people want to see, remember this: Visitors come to your website for one reason – to find the information you claim to have.
Remember, relevant, reputable content is the best way to show users you are offering what you promise.
Grammar matters. So does punctuation. Don’t believe me? Think of a website you’ve visited and left because it looked like it was written by a 4th grader. Your website is your online extension to the world. You want to be considered an authoritative resource, a master of your craft, and you can’t do that when you spell or type like a gorilla.
Use keywords intelligently. Search engines use, as one of many factors, your keyword density to determine the relevancy of your page’s content. Research and choose keywords to use throughout your page, but not so much it distracts readers. Remember, SEO is all about enhancing user experience so you can increase your repeat visitors.
Try mixing it up a little. For example, if you’re writing about improving SEO (self high-five here), use variants or synonyms of the term like: search engine optimization, website optimization, search engine spiders, increase traffic, improve rankings…you get the idea.
2. Good SEO Needs Quality Links
Another of many metrics used in SEO rankings, and what is largely considered to be the biggest ranking factor, is the quantity and level of incoming links to your page. The more sites that refer to your website, the more search engines consider your site relevant and important. Here’s a few ways to build links:
- Comment on blogs. Visit industry-related blogs (yes, even your competitors) and post thoughtful, relevant comments with your website in the user profile. Don’t just say, “Great post!” as this merits nothing of value. Remember, this is a chance to build a link to your site, as well as show other visitors of that blog you are a worthy resource to read.
- Submit articles. Don’t get overwhelmed here. Start with something you know, or something you routinely see and don’t like. Then write an article (400-600 words should be plenty) focusing on the problem, and how you suggest improving it. Remember to use keywords and come up with a creative headline.
- Email requests. This is by far the most time-consuming, but potentially the most valuable way to build links to your site. Find industry blogs, email the authors asking for a link to a specific page on your site. Note: Before you request a link, make sure you have a link to their page. This will show you value their content and have already offered them something of value. Don’t expect this will work or that everybody will respond. (We’ll cover this more in a later post.)
3. Good SEO Requires Patience
Developing a comprehensive SEO campaign can drastically improve your search engine rankings, conversion rates and lead generation, but it is not easy. It will take time. It will require patience. It will need to be continually updated and improved. But taking small steps to develop a killer campaign will pay off in the long term.
SEO is not a short-term game, and you should not expect short-term gains. You are in this for the long haul, so strap up your boots and get to work on these three ways to improve your SEO platform right now!
Before becoming a partner in LGH Marketing/Strategy, Joshua Corbelli started and ran a search engine optimization firm, and before that spent a few years as a freelance journalist. He now heads up digital strategy at LGH. Email him at firstname.lastname@example.org