Getting ahead of the competition can feel impossible if you’re a small business. Even local establishments might be crushing it while you’re struggling to get traffic and any engagement on social media. SEO is always changing, and while you should always make sure the fundamentals are in place first, it takes more than the basics to succeed. This guide will help you learn what you need to do in order to start ranking higher, converting more, and making more meaningful connections with your audience at every stage in the customer lifecycle.
Keep in mind that good SEO takes time to work. You might not be able to transform your business overnight, but with several months of hard work and analysis, you’ll be able to make a noticeable difference in your web performance. If you’re starting from the ground up, then a free SEO audit might be a good idea to help you figure out what keywords you’re already ranking for and which areas need the greatest attention.
Why Are You Using SEO?
A lot of people will just think, “because I have to,” but this is not always accurate. With this philosophy, you’re forcing yourself to follow certain practices regardless of whether or not you understand them or their benefits. With this lack of understanding, you’re at risk of doing things that harm rather than advance your company. You are also less likely to be capable of interpreting your analytic results and deriving functional, meaningful conclusions from them.
You should use search engine optimization because you have concrete goals you want to reach with your business. These goals shift as your products and services evolve; once you’ve satisfied your initial target audience, what next? Not everyone has a business that people are going to have an ongoing need for. This means you need to continually refine your knowledge of your audience as well and offer the solutions they’ll come back for.
Start Focusing on User Experience
A ton of traffic is great, but what does it mean in reality if there are low conversions? Nothing. A website with great visibility that doesn’t turn a profit is like a picture hanging in a museum. You’ll never get anything more out of it than the visual experience. Your users need to feel like they’re gaining something when they land on your website; whatever benefits they receive from your business should fulfill a want or need that encourages them to take further action with your brand.
Aside from all the elements that make a good user experience on a website, let’s see how SEO comes into play. The tried-and-true practice of sprinkling a bunch of popular keywords throughout your site doesn’t do much these days by itself. There is simply too much noise online for your business to breakthrough. But what happens if you started crafting content with variations of keyword phrases unique to your audience? What if you started to structure pages that are formatted to guide you through a journey rather than provide a one-time experience?
This is where intent search engine optimization comes in. Intent SEO from this site here helps small businesses like yours create meaningful user experiences that leave lasting impressions on your audience. They fulfill a need, whether it’s to learn more about something or purchase a product, and they do it with optimized content that outranks competitors. Earning more is a natural result of ranking higher when you put user experience at the forefront of your planning.
Stop Relying on Top Keywords
There are many websites with a higher ranking than yours, and even a fantastically written piece of content won’t boost them out of their spot anytime soon. That means you need to target phrases that are slightly less popular but still frequented by your audience. This gives you a chance to establish an authoritative presence that others will later have to work hard to beat. Research medium tail keywords in your niche; these are keywords that are moderately searched but not as popular as long-tail forms. You’ll still need great SEO, content, and inbound links to rank high, but you stand a much better chance of driving traffic to your site with a mix of medium and long-tail keywords.
Share Your Knowledge
If your web content doesn’t have anything valuable on it, you’ll never get ahead no matter what keywords you target. You need to center your content around topics relevant to your business, but you shouldn’t try to water down your offerings in hopes of people paying to learn more. It’s a low-brow marketing tactic that consumers see through right away. With so many other great, free resources online, they won’t hesitate to take their time and business elsewhere if your content isn’t cutting it.
So, how do you get them to convert? If you give all your knowledge away, what will make them buy? Think about the connection they’ll build with you by benefitting from all your industry experience and wisdom. They’ll trust you more if you tell them exactly what they need to know without your hand extended; honest, high-value content gives people something with no strings attached creates trust and a desire to connect more. This will cause your audience to explore other options on your site as well as seek you out for more information in the future.
Start Building Internal Links
You know that inbound links are important, but how often are you linking to your actual site yourself? Internal links that match keywords with other blog posts and pages on your site can keep visitors on your page longer. This not only improves the quality of the user experience but also gives you a greater opportunity to make a connection that generates new leads. Don’t forget a little tactful self-promotion, either. Try finishing your blog posts with article suggestions under a “You Might Also Like” heading. People don’t like being sold to, but they don’t mind authentic suggestions. Keep this in mind as you not only reformat your site but also consider your voice. There’s no need to be overly formal on the internet; even a lawyer’s blog can sound friendly and conversational without compromising its expertise and knowledge.