According to 99Firms, 93% of all website traffic starts with a search engine. So, if you want to drive engaged traffic to your website to view your content, grow your brand and generate new business opportunities, it’s vital to secure a high-ranking Search Engine Results Page (SERP) position. Remember, the better your SERP position, the easier it is to get noticed by potential visitors — and the more likely visitors are to trust you. With an effective search engine optimization (SEO) strategy in place, you’ll grow the traffic to your website in no time. And, in turn, support your conversion-rate optimization (CRO) strategy. More website visitors. Better brand awareness. Quicker conversions. What’s not to love?
Optimize your pages and on-site content
Start your SEO and CRO journey by executing a thorough keyword research strategy to identify what your visitors are searching for — and what you need to be ranking for. These words should be used throughout your website, landing pages, blogs and content marketing material. You’ll then need to optimize your on-site SEO — which includes elements such as meta descriptions and headlines. And, you’ll need to do the same for off-site SEO, which refers to the ways you promote your website externally — such as social media posts, affiliate posts and backlinks, which we’ll explore in more detail later. You’ll also want to use website analytics to help give you a clear understanding of the pages and content that are performing well and to identify the channels that are driving the highest quality and largest quantity of traffic to your website.
According to SemRush, only 13% of websites maintain their SERP position across devices. So, just because you’re at the top of the results page on a desktop, doesn’t mean you’re doing the same on mobile. Consider the device your audience uses most to search for products like yours, and start there first. Then, recognize that keywords, approaches, the types of content consumed and the page layout will vary across devices — mobile, for example, will see far more voice searches than desktops. And, don’t forget to optimize your media such as images, videos and podcasts, which will more than likely be consumed via mobile or tablet. For the very best user-experience, your website should be seamless across every visit — no matter the device your visitor uses to access it.
Link building, content creation and ranking
Search engines undertake a process known as ‘crawling’, in which they send ‘robots’ to search for new and updated content via links. They follow these links, adding new content pieces they find to a growing database of URLs. This way, the next time someone searches for information that matches the contents of that URL, it can be retrieved. So, when it comes to creating website content, not only does it have to be posted and updated regularly, but link building — the process of getting other websites to link to your content — is vital. Start with your own website and shared media, such as the social media platforms you use. Then, start building relationships with like-minded brands, influencers and affiliates that will link to your content. Remember, the better quality your content, the more likely other websites are to link to it organically, so only create, share and upload work you’re proud to put your name on.
Navigation and page speed
Your content has been optimized using relevant keywords and the correct on-site and off-site SEO strategies. You’ve ensured your site is suitable for an array of devices and made use of your website analytics tool to see what’s working and, more importantly, what isn’t. And, you’ve implemented a link building strategy to ensure your content gets discovered easily online. Next, it’s time to dive into the functionality of your website. If your navigation makes your on-site user-journey complicated, or your pages take too long to load, the once-engaged visitors that have made their way to your site via a search engine will exit before they get the chance to make a website conversion. This will dramatically impact your bounce-rate, and in turn, your SEO ranking. To generate leads, remember the importance of optimizing your site for both SEO and conversions.
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