After all, if they don’t find what they want – or if your content is poorly written and the design is not eye-catching – why would they bother.
Now, after years of link building, article marketing, keyword stuffing and other more dubious techniques, we have reach the age where SEO flor Google and SEO for humans is one and the same.
Before starting a keyword campaign, have a look at the business. Which means understanding the target audience, and thus the right keywords on which to focus. And remember, finding keywords to target is usually a trade-off between search volume and competition. In other words, if you target a popular keyword, it will be hard to be very difficult to be seen among the crowd; but on the other hand, if there aren’t many people searching for your keyword, you are limiting your site’s visibility.
The key is to be specific. If I search for “car stereo speakers” I don’t want to land on a site that sells home theatre speakers. This is the only way to ensure that the people who find your site are the people who want to buy what you’re selling.
Content is king
Once people get to your site – and know it is what they are looking for – that is when your content needs to do its work. Until recently, you could optimise your content purely for search engines, and get good traffic, but maybe not a good conversion ratio.
Now, Google and other search engines have finally cottoned on to the fact that your website needs to be read by humans, so are penalising pages that don’t provide relevant, human content.
Basic on-page SEO
Now that you have great content and a perfect keyword strategy, it’s time to concentrate on the meta titles and descriptions to attract search engine browsers to your site.
Remember, what people see on Google is likely to be a user’s first impression of your site, so you need to make it work. And that includes using both words and design to funnel visitors through to a purchase.
Once people are on you site and are wowed by you content, the design needs to be easy to navigate and the design needs to not distract from the message. Also, avoid anything that makes your website slow to load. Your calls to action need to be clear and simple, as does registering an account or making a purchase. And, like your content, your design needs to reflect your audience. A corporate look and feel won’t work for mums buying cloth nappies like it will for people looking for a business coach.
Once your well-designed, beautifully-written, targeted website is attracting the visitors, you need to keep them interested through engaging their interest elsewhere. And this is where your social media profiles come to play. As a rough guide, LinkedIn is great for professionals; Facebook works well for B2C businesses; and Twitter is a free for all! Track what works and what doesn’t – and ditch the latter. Being everywhere will probably not work, so focus on the sites where your idea customer hangs out.
This is all good news for businesses and customers because it may spell the end to the proliferation of lousy websites (fingers’ crossed) and give everyone a chance to find what they are looking for online. We have said it before, but your website is your online shopfront and should be treated as such.
For a great user-friendly – and human-optimised website – contact Direct Sites Online on (02) 9557 7623 or email firstname.lastname@example.org.