When optimising your website for search engine results, you probably think of writing keyword rich content on your topic.
In this article I am going to suggest some really helpful techniques for refining and building on this.
- Consider the Language of the Target Customer(s)
Firstly, consider the language that your target audience will be using.
A perfect example of this would be if you are selling phones and aiming to sell to both tech savvy software programmers who want to savour the technology for its own sake, and busy mothers looking for something practical. It is safe to say that the words they will search for when looking for the same product will be very different.
Source: UX, Master class, Assist
While Mike, the tech guy, looks for a good deal on a “10GB, high def curved screen 14” Galaxy”, Joclyn who is a full time mother might search for “strong toddler proof screen phone”. Although they use different terminology, they may both be looking for the same product.
Due to their different use of words, if you are marketing to both, you may want to use separate marketing streams in order to be effective. Advertising on a blog for mothers about the ability of the Samsung to withstand toddler tantrums and food splashes in one place; while appearing on blogs about the number of pixels improvement on the last model to appeal to the software developer.
Both of these articles could attract links to other places and your goal is to get as many links to your article as possible. So, what are some other ways to do this?
- Using Something Super Current and be the Best
A moving infographic showing details about cheetahs: ( http://jacoboneal.com/cheetah/ ) recently gained over 1170 links to it. Why? Because it is a moving infographic, whereas still infographics have been around for a while and seen everywhere, gifs are more current and moving infographics are rare. This helps to generate interest as you stand out amongst the online noise.
You can use sites like http://www.opensiteexplorer.org/ to find out which pages are already generating loads of links. You can then use, what Neil Patel (https://www.quicksprout.com/about/) of QuickSprout calls the Skyscraper technique,
(http://backlinko.com/skyscraper-technique) to create something even better with the same theme. Titles such as “10 tips on how to shine your shoes” did well, so you could create something similar, such as “34 ways to have the shiniest shoes yet” – why? People are usually interested in the best alternatives. You don’t often find people looking up “the second best way to shine your shoes”. If you can offer an article that provides more information or value than one currently offering the best, you may achieve better results.
- Tests on Click-Through Rates
Consider your click-through rates to begin understanding what customers are responding to. While you may rank highly on search for certain words, you may not be getting the highest click through rates i.e Your content is seen (impressions) but click-through rates to the page in question aren’t as high as they could be.
Neil Patel of Quicksprout (https://www.quicksprout.com/about/ is a fountain of great information. He has done some very thorough research and found that the terms converting to the highest click through action are the words “how to”, and lists which have a certain number attached to them (yes, they are still super popular, from 6 Ways to Tie your Hair for a Christmas Party, to 19 Ways to Make Your Easter more Chocolaty, these lists do great for clicks).
Other words that have the highest click through rates include: “you”, “free”, “tips”, “tricks”, “great”, “best” and “why”. So, make sure you include these words in your tags and short descriptions, then run some A/B tests to try and figure out what gives you the highest conversion rates.
- Use Great Content You’ve Found
While creating your own content and generally being creative in all ways is great, you can also do well by building on what others have done. While you can’t copy much text without being penalised for duplicate content issues, you could borrow images and particular infographics that other people have created. You just have to make sure that you credit the source, usually with a link back to the page it was from.
A good example of this is what Kissmetrics ( https://www.kissmetrics.com/ ) did with an infographic about building the perfect landing page. That infographic was made by Formstack, but they put it on their site ( https://blog.kissmetrics.com/landing-page-design-infographic/) and added lots of new labels around it to make it their own. Of course they still credited Formstack ( https://www.formstack.com/ ) for the original piece.
So, I have explained four ways that will enable you to improve your website traffic in both quantity and targeted quality. There are many more strategies, such as improving the speed at which your website loads can dramatically affect its Google ranking? Don’t worry, that is why Google created Page Speed ( https://developers.google.com/speed/pagespeed/ ). For now, take it steady and go back through each of these points to start improving your site’s traffic.
You can do this!
Lois Mendelsohn is the owner-operator at PageRipple.com, where you can find more blog posts and tips. She works with people worldwide via Skype, to help them improve their social presence. She keeps up to date with the latest techniques and technologies to further your business both internally and in relation to your clients. If you’d like a consultation, or a website that you can manage yourself, you can always be in contact via PageRipple.com, where you can also find her social links.