Let’s assume people are searching for your product or service on Google. They didn’t find your product or service in the first five positions of Google page.
What is more likely your competitor might be available for them in top 5 positions and there are higher chances of people clicking entering competitors website.
As per Impactbnd the organic results account for 67.07% of all clicks.
In short if you are not on Google’s top 5 positions for prominent keyboards relevant to your product or service you are missing a major opportunity for sales.
What can be done to increase your website’s visibility on these relevant keywords?
Here comes the Search Engine optimisation technique which is also called the SEO.
Search Engine optimisation or SEO is a technique to rank your website or your YouTube video on relevant set of keywords which are important for your business on Google.
As per stats of 2019 Google accounts for 75% of global desktop search traffic which is higher than other search engines such as Baidu, Yahoo.
Why does your business need a SEO ?
To rank your website higher organically across search engines increasing visibility of your business in front of your prospects to bring quality leads.
Every Business must have an SEO strategy. SEO strategy is easy to understand, it’s the process of structuring website content by topic. Why? It helps Google understand a user’s intent when searching. Organising a topic of content with each relevant keywords is healthy practice to increase visibility of webpage on Google.
3 types of SEO an SEO strategist works on
✓ On Page SEO
✓ Off Page SEO
✓ Technical SEO
On Page SEO
As the name suggests SEO done on the web page by optimizing the content on the set of keywords can be termed as ON Page SEO. It involves a checklist such as
✓ Quality Page Content
✓ Page Titles
✓ Headings, Sub Headings
✓ Meta Description
✓ Page Url
✓ Mobile Responsive
✓ Site Speed
✓ Structure Markup
✓ Image Alt-text
✓ Internal Links
We will look into On Page SEO with full depth in a separate blog post.
Off Page SEO
It is a technique of link building activities through presence of your web content on another website or Social Media platform. It’s similar to the referral system which helps Google understand you are trusted by other websites that allow your website details on their platforms. This allows your website to rank higher on Google.
Let’s look at the checklist to Off Page SEO activities to create backlink and traffic on the website.
✓Relevant Blog Commenting
✓ Forum Posting
✓ Profile Creation
✓ Social Bookmarking
✓ Business Listing
✓ Social Media Presence
✓ Competitor Off Page Analysis
We will dive deep into above mentioned details in a separate blog post.
When you hear Technical SEO you will find words like crawling, indexing and rendering. These terms are technical but these terminologies help Google to verify the site content. That’s not enough as there are a lot of other parameters that are counted for technical SEO. For now just understand if you have a well structured site apt for search engines like Google to verify through codes or listed below parameters it helps to rank your website higher on Google.
Technical SEO focuses on factors such as
✓ Structured Data
✓ Canonical Tags
✓ Site Maps
✓ Java Script
✓ Page not found 404
✓ Page Redirection 301
✓ Content Duplication
There are various other factors in Technical SEO which will be covered in a separate blog.
SEO Strategy to rank your website higher on Google
Content marketing will remain the backbone of SEO strategy as if your content is engaging it will be shared. The more content is shared there are higher chances of receiving clicks. Higher chances of people visiting your website. This boosts your Google ranking.
Here are a few tips for you to start working on to make SEO work.
Think of queries people have revolving around your product or service. Make a list of 15 such queries they may put on to find the answer. If you run out of ideas don’t worry I got a superb solution for you.
You can type queries on Google and check suggested recommendations provided by Google. Second amazing platform to look for queries is Quora.
Quora is a platform where people put questions. Questions are answered by niche experts. Quora is a great platform to look for content ideas.
Search for more keywords through keywords tools mentioned below, find their search volume and competition.
✓ Google Keyword Planner
If you google keyword research tools there are plenty of them ready to provide you a solution. My favourite free keyword research tool is Google keyword Planner
2. Go for Long Tail Keywords
If keywords of your niche have competition then go for Long tail keywords which don’t have higher competition but average search volume.
This way you can increase your visibility of the website on those keywords. The best part of long tail keywords are they have precise focus on topics. Google finds value when such content is updated on the website.
The traffic generated from long tail keywords have accuracy over broad topics as people type in their accurate search terms which have higher intent for engagement.
3. Structure Topics
Best way to rank on Google is to structure your topics by sequencing it. Select a broad core topic, divide it into the subtopics. Find questions from Quora that will help you understand different types of questions asked around the topic.
Aim for the long tail keywords and write a blog around those topics. You can build separate web pages for these topics which will be SEO rich for google algorithm.
Relevancy is the key so don’t forget to keep user intent on priority while creating content. Content for humans first algorithm later.
4. Blog Creation
You can have a blog section on your website to update the content on a weekly basis. Why? Because Google loves regular updates as crawlers find new content to index. Start a topic by creating a blueprint. This will be your core topic after which you will start with sub topics. The advantage of this process is you can interlinked these sub topics to the main topic which works great for user experience as well SEO. By doing so you create a digital presence of product or service. You turn out to be an industrial expert in your niche which creates an authority. This regular practice of Blog creation boosts your domain authority for SEO. Higher the domain authority better is google ranking of your site.
5. Link Building Practice
There are various type of link building practice essential for SEO as follows
✓ Inbound Link – Internal link
✓ Outbound Link – External link
✓ Do follow Link
✓ No follow Link
A site domain which has higher domain authority who has referred your website on their site is loved by search engines. Google treats it as you are connected to a good source which has provided your website link on their site.
6. Website Speed
Page load time is an important factor from a user experience point of view. Imagine you clicked on a website which took 14 secs to load. Won’t it be frustrating? To avoid page load time you can compress images, assign the task to a web developer to lighten the website structure. More quick people find the content on your site better is user engagement. This will lead to good time spent on your site. Hence all these parameters may convert into leads or sales of products.
7. SEO Up to Date Practice
Google updates its algorithms to provide better user experience for people searching for content. SEO practice also needs to adhere with the latest Google updates. In order to stay updated with the latest Google updates you may find it on blogs related to SEO or on the official Google Twitter handle.
Once you are done with updating the content on the website, you choose topics, added relevant keywords. Followed ON page SEO check. What’s next ? What about leads/ sales?
You must use Analytics to measure traffic received to your web page. By Google Analytics you can even measure how much time each user spent on the blog page. Analytics is a power tool to help you optimize your content from signals received by user behaviour on your site.
Here is what you can check on weekly, monthly basis to know your content success
✓ Organic Traffic
✓ Page Rank
✓ Keywords Rank
If you maintain a proper Reporting Hygiene on the weekly, monthly basis you can recognize your success. Throughout report analysis you will identify areas of opportunities.
If you are running a business here are the few steps you can assign to your SEO Manager. Wrapping up all the points discussed.
Monthly keyword research task
This will help to understand user intent on new keywords to search regarding topics relevant to your blog. Use new keywords to your old blogs where they fit. This way you can increase visibility of those blogs which haven’t received enough reach, clicks and visits.
Monthly Off Page Activities
Focus on link building of your site to other online platforms which have higher domain authority or relevancy. Higher the number of sites pointing your web link on their space better is your google ranking, provided the source of your website link directing to your site is relevant and have good domain authority score.
Monthly On Page Task
Audit web pages to check tags, links. This helps to identify broken links or any duplication pages. You may also want to change Heading and Subheadings of blogs to receive more clicks for the one which isnt receiving clicks.
You will find lot of tools on Google to do competitors analysis. For example seo site check up, seo checker tool, Moz, Seo Quake. These tools are free and give us idea of Competitors keywords and backlinks. We will have separate blog on Competitors Analysis to dive deep into its significance.
You are all set now with SEO strategy for your business. Just a note before winding up, remember SEO of keywords and Google ranking depends upon its search volume in target location and Competition. Thus it may take time as per these parameters. For quick results for leads or branding I would recommend paid promotions but it comes with additional cost while SEO is free.