What do you do when you have a great new website but not enough online traffic?
“Keep it simple and tackle the lowest hanging fruit first – namely, basic keyword research and due diligence, unique content and a good site builder to create real value for your customers. Then the traffic should start to come,” advises Adam Stone, serial entrepreneur and chief executive of productivity-boosting startup Speedlancer.
Stone’s freelancer marketplace outsources miscellaneous tasks to experienced freelancers with the assurance the task will be completed within four hours of being accepted. Coming from an eCommerce background and with his site attracting hundreds of thousands of page views every month, Stone shares four ways you can increase your business’s online visibility.
1. Write for people, not for search engines
Whether it’s your professional website or business blog, it’s important to create content you are content with and that people are going to want to read and share. Quality posts play a big role in getting found online and will lead to people sharing your content and create more links.
“Create content that people first and foremost will find value in, and product pages with custom graphics and descriptions for each and every product or service you offer,” advises Stone.
2. Use local and relevant keywords
“If your service is local – or you can make local pages out of it – then use local keywords and create product pages for each location,” says Stone.
“Local keywords, like those pertaining to particular locations are far less competitive and allows you to rank higher, faster.”
3. Select highly effective keywords
“Keyword research is important but not 100% essential,” says Stone, who emphasises that creating original, quality content is often more important than focusing on keywords.”
An awareness of relevant keywords to your business and overall industry can guide your content – it will reveal what people are searching for, however, if you are in a ground-breaking industry where people are not searching for your category, this won't help.
“To begin, think about ways to improve your search engine optimisation (SEO) strategy: create a list of keywords you feel relate to your business and use Google’s keyword research tool to show you which keywords are most frequently searched. They will also suggest additional keywords surrounding your list,” he says.
Sometimes applying a few basic procedures to your site – like cleaning your index – can be a good place to start when it comes to boosting your ranking.
4. Measure and improve your search
Utilise tools for additional tracking so you can track how your site is performing against your target keyword list, and also with your competitors, says Stone.
Some SEO software packages offer competitor site analysis tools to see how other businesses in your area of expertise are doing while highlighting the strongest backlinks, which you should seek to replicate by making friends with the site owners of those backlinks.
“Guest articles are becoming less relevant, but you can get on these sites by pitching a story and getting them to backlink to you.”