Most business owners are constantly thinking of new ways to find new leads either through traditional methods or a ‘high-tech’ one such as search engine optimisation. Web marketing has evolved over the years and it encompasses of not just SEO or social media marketing or content marketing, but all of it working in tandem with each other.
The ability of a company to turn in profits lies in the ability of it to reach potential customers, paying customers who return and spend with the company on a recurring basis.
To reach out to these new customers online, a couple of tactics are vital especially in the SEO practice.
1. Focus on Phrases of Keywords
Search engines have evolved and are becoming more ‘human’ in thought. It is not only vital to focus on single keywords now but also important to focus on phrases that are meaningful. These phrases need to capture the intent of the searcher. Reaching the top of search placement requires the ranking of more appropriate keywords now.
Utilise tools such as keyword rank trackers to understand how feasible your SEO efforts will be. Such tools can suggest keywords and cut down the number of hours it requires to find them from countless of keyword suggestion platforms. Each keyword of choice will in the end require maintenance from you – placement of text anchors, updates on content, page titling updates just to name a few.
The same tool can also help you figure the difficulty levels of the keywords when used in SEO. This will allow you to plan your strategy as the level of investment varies across the keywords.
2. Place Importance on Social Media
Do you know how you rank amongst the social media platforms? We suggest that you do a search on your company to see how you rank and start to focus on keeping your social media pages active too. Facebook, Google+, Pinterest, Twitter are all great candidates to help you, no further discussion here.
Your web page appearing on the first page would be the ideal, followed by the various social media outlets. Even as the visitor does not enter your website, they will still have gained an impression of your company and brand with the social media outlets displayed all around. This usually works out well though intangible.
A caution here to take is that dead or inactive web pages of your company or brand tend to lower the ranking of your website over time. So it is of importance to do an assessment of all the inactive pages and social media accounts, thrash them as soon as you can. You would want to eliminate any chance of your prospect having the impression that you’re a dead company.
3. Tailored for Mobile Search
The world is clearly moving towards its highest mobile penetration in recent years. What this means is that more and more content will be consumed through smaller screen devices. If you have a mobile website, it needs to have equal footing with the standard desktop website more so now. Having a mobile friendly website
will impact your website’s ability to rank according to Google’s latest changes in its ranking criteria.
If you’re unsure of how the big G sees your website on mobile, all you need to do is hit up the Webmaster Tools from Google, head straight to Fetch as Google. From there, you should be able to see how your website looks on the small screen according to Google’s eyes. If you do not have the resources to create a separate website meant for mobile consumption, do strongly consider using responsive theming tools along with the standard website layout. Many web design agencies out there offer services to convert your website to a responsive one – one that adjusts its layout depending on the device it is rendered on.
4. Long Tail SEO Focus
When you search for a product, what do you enter for a start? Most likely, it will be a single word into the search bar and followed by the return key. However, such searches produces results that are ‘scattered’ and likely will not produce results that the customers want. Hence, a longer search phrase such as “organic orange juice with great taste” will be more useful perhaps for the organic orange juice fan.
You can vary the phrases used in the ‘long tail’ approach if you know who is the audience that you’re ultimately targeting.
5. Complicated Layouts, Inconsistent Headings and a Dead End
Search engines rely on a well structured website to understand the content accurately, all for its sake of assessing the website and ranking it amongst its peers. To know if your website has a good structure, many web audit tools can be utilised. This will cut down the amount of time required to go through the structure through code and the likes.
A list of on-site and on-page checks that look into areas such as redirect problems, meta tags, homepage content and encoding issues can be done. Removing these performance issues within individual pages efficiently and in a short time is an big asset to SEO for the entire web site.
So what is a dead end? The 404 errors and nothing more. These are broken links and it damages your website’s search rankings. These need to be found and removed completely, as soon as possible.
6. Engage Some Social Ambassadors
Reputable social media ambassadors provide visibility to your brand, increasing brand awareness and thus helping you to rake in sales revenue for your business. Through social media channels, ambassadors market your company through channels like Facebook, Twitter, LinkedIn etc., and create a tonne full of buzz and hype for your brand.
A social ambassadors’ strength lies in their ability to close up the relationship between the customer and service or product and influence their own audience. While expanding their professional network for their own purpose, social ambassadors remain a very useful network for a business to tap on. All you need to ensure is that their marketing values and execution strategy are inline with yours.
This all boils down to a well-researched keyword strategy, focused on short tail, long tail, and related keywords as a starting point. This helps with, and should be used for your content marketing strategy.
Your content strategy must consist of short and long-form, useful and relevant content. This content should be high quality and create value for visitors such that they feel the need to share.
Remain focused on quality, not quantity when it comes to your content strategy. Ensure that your website is created with a mobile first mentality, and is responsive and adaptive to all screen sizes.