The web has become a competitive space for businesses and organisations to establish a solid online presence and build attractive websites. To survive and succeed amid the competition, website owners often put the time and effort to make their websites attractive and user-friendly, and their content relevant and insightful. Unfortunately, all of those hours of hard work can be put to waste if nobody can see the website.
Aside from building and designing a website, promoting it so that people will actually visit you and see what you’re all about is equally important. Some popular ways to do this is through paid advertisements on social media or mailshots. However, there is also an easier and more cost-effective way to drive traffic to your website:
Through effective SEO practices.
While it is free, the catch is that you have to strategise and plan your SEO content for it to work for you. In the sections below, we will share three essential points you must follow to put your SEO strategy on the right track:
1. Conduct a keyword research
Keyword research is a process of choosing words or phrases that users will probably type in search engines if they were looking for someone like you. This is the first step towards a successful SEO for your website.
Until you have a set of keywords or search terms you want to rank in SERPs, you won’t be able to create a content strategy that will draw your target audience to your website. Once you have your set of keywords, use them in your website, such as in your page titles, body copies, and meta-descriptions.
2. Understand search intent
In 2011, Google recognised how consumer behaviour was changing the online world. Because of this, the term Zero Moment of Truth was born, which is a phase in the buying cycle when the user is researching a product. This is where search intent comes into play.
Search intent has three distinct types:
- Informational searches, or “know” searches, are generic searches likely to be done by people who only want to learn about a particular topic and are not ready to purchase yet. Although this type has a low conversion rate, optimising your content for this can help you put your brand in front of users who are at the start of their buying cycle.
- Transactional searches, or “do” searches, are those search terms that look like this: “buy [product name] online.” This type of search is done by people who are ready to make a purchase.
- Navigational searches, or “go” searches, are those that users do when they want to go somewhere. In navigational searches, users only usually need your business name.
Understanding these “Know,” “Do,” and “Go,” queries can guide you in creating content that makes you visible at all stages of the consumer’s buying cycle.
3. Optimise your content for SEO
The two basics when it comes to optimising your content for SEO is to title your pages properly and use the keywords strategically in your body copies. Further, every page on your website must have a meta-description that uses a relevant keyword and accurately describes what the users can expect to find on them.
Don’t let your well-made website and insightful blog go to waste just because you’re not visible on search engine results. By following the three points given above, you’ll be able to start your practices well, but don’t expect quick results at the same time. SEO is and will continue to be an endurance game, and if you want to land on the first pages, you have to be smart and consistent at the same time.
Need an SEO agency in the UK to help you bump up your SERP rankings? We offer SEO services that will also improve your corporate identity to help achieve your marketing goals. Get in touch with us today!