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So you’ve recently started your business and have been working hard to promote it. You’ve created a website because it is 2017 and without one your company wouldn’t survive for...
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It is the kind of conflict that ties marketers in knots. They know it’s important to connect with customers and prospects one on one. Yet sales is a numbers game, and...
America’s festival scene is burgeoning with new events springing up every year. Part event saturation, part audience demand, gone are the days where the musicians alone could...
So you’ve recently started your business and have been working hard to promote it. You’ve created a website because it is 2017 and without one your company wouldn’t survive for long in today’s social-mobile world.
But perhaps your website isn’t doing as well as you expected according to what you are seeing on the analytics tool you installed on your site. Traffic is flat, perhaps nearly non-existent. Why aren’t more people visiting your site? You have a great offering, and you’ve put a lot of good content on the website to get people interested in what you do.
The problem is that if people cannot find your site then how are they going to learn about your product or service and convert into prospects that you can close over time?
So then the real question becomes how do you improve your search ranking so people can find your site?
Keywords are one of the most important parts of a search engine optimization (SEO) strategy. You have to choose the right keywords that are most relevant for your business and then you have to rank high enough for them to be found by people searching for your particular offerings. For instance, if you offer fish sitting services in Topeka, Kansas, then you may want to focus your attention on “Topeka fish sitting,” “Fish sitting in Topeka,” and “Topeka fish experts” to be found by anybody looking for a fish expert who can watch over the fish while the owner’s away on vacation.
You can also use Google Keyword Planner to help figure out which keywords are the best for your site. This free tool will show you the popularity of certain keywords so that you can choose the best ones for your website.
If you are using WordPress to manage your website there is an SEO plugin that you can use to manage your SEO efforts and assign keywords to each page. The correct placement and frequency of keywords is vital to your website’s ranking. For instance, it is important for your keyword to be in your page title. This is one of the first things people (and search engine algorithms) see when looking through search engine results. You should also include the keyword in the URL of a given web page. It is much more efficient to have a specific URL rather than a random one assigned by WordPress.
Links are an absolutely critical component to an SEO strategy? Why? Having a large number of links pointing to your website from other websites related to your primary offering makes you look more relevant and important to Google on that topic. Think about our fish sitting example. If Fish Friends, a popular blog on all things related to fish ownership, has written a blog post about your business in Topeka that includes a link to your website, then the search engines will interpret that to mean you are a valued resource to the topic of fish ownership and fish collectors.
To get other sites to link to you, you may try submit your blogs as guest posts or contact websites directly asking if they are interested in sharing your links (also known as link building). The more of these backlinks you can get, the better your chances are of rising in the organic search engine rankings.
[Note, however, that it is important that the links are from a credible source because Google will disregard any links coming from non-related sites, such as link farms or other sketchy sites.]
Internal links are also important because it allows you to easily use your own site to your advantage. You can add links to previous content you have written that is relevant to what you are writing about now. You can also redirect them to your homepage or your other important pages (e.g., ones that you are trying to rank higher on).
In the SEO world, content means written text. When writing blogs, you should create smart, sharable content that also includes your necessary keywords with no more than around a 2% keyword density (i.e., 2% of all words in a blog post can be the keywords which you are optimizing). If you’re not sure about the density, just read the whole text on the webpage and if it seems like there’s a lot of keywords, there’s a good chance the search engines will think so too. Fortunately, many WordPress SEO plug-ins (Yoast comes to mind) will let you know when your page is well optimized. Whatever you do, avoid ‘keyword stuffing’ your webpage as most search engines will flag you for it, which will, in turn, suppress your organic search rankings.
This may seem like a no brainer, but make sure your website is current, full of fairly fresh content. If your website has been sitting without any significant updates then the search engines will assume you’re site is DOA. Instead, make sure to keep your site updated and full of relevant information to your products/services. You can do this by blogging weekly and putting deep links to other web pages on your website.
Lastly, make sure your site has been indexed! Most of the time your site will be indexed by search engines automatically, however, sometimes this may not be the case. If your site isn’t indexed, then it won’t show up on a search results page at all. There are many different ways to index your site. For help on the many ways to do so, check out this article.
Improving your search ranking is vital to growing your business. If you need more help or want more info about the magic (and complex) world of SEO, the PR and marketing experts at Swyft are always happy to lend a hand.
About Weslie Oeftering: Weslie is a student at the University of Texas at Austin and a marketing communications intern at Swyft. She supports clients with social media, blogging and tech PR activities. Swyft has offices in Austin, Denver and Houston and provides digital marketing and PR services for tech companies seeking rapid, sustained growth. Some of the services provided include content marketing, social media strategy and ad buys, email marketing, and media relations.
