Do you need to direct more traffic to your site, get more qualified leads or improve visibility of your online brand? Gone are the days when you could rely on word-of-mouth to attract new clients.
Your website is your online representative and needs to not only make a good impression but actually appear in front of potential customers when they’re searching for you.
If people searching online can’t find you, they won’t know you exist. Boost your online exposure by familiarising yourself with search engine optimisation (SEO) – a proven method of getting free (or organic) traffic from the results of search engines such as Google or Bing.
Here are a few more tips and tactics to ensure you maximise the amount of online traffic your site receives:
Develop a local SEO strategy
Google will check that your website contact page is consistent with your Google Maps listing, so check both are up to date. Ensure your content also has a local feel – would someone living in the area be able to instantly relate to it?
Select valuable keywords
Pick keywords that are relevant to your website overall and that align with specific pages, but avoid stuffing lots of keywords into your content as search engines will penalise your site by removing it from their index of results. Today’s algorithms are now clever enough to spot when a sentence or paragraph is written purely for ranking purposes and is of no real use to an online user.
Create unique blog posts
Search engines hate duplicate or plagiarised content. From a search engine perspective, only the originator of that unique content should rank. Ensure the content you publish helps you realise your website goals and projects your unique identity.
Strive for good link structure
Links allow users to click through pages and easily navigate your site, just as they allow search engine ‘spiders’ to crawl through your content. The absence of useful internal links means that these spiders will eventually hit a virtual dead end on your website, preventing them from ranking your content on search engine results pages (SERPs).
Use analytics tools
Consistently monitor the results you extract from your analytics tools. Measuring page performance helps you analyse your users’ behaviour – enabling you to tweak your website’s structure and content accordingly.
Improve search rankings with off-site SEO
Every external link back to your website has an impact on your off-site SEO. Try and encourage back-links from a range of sources because this gives Google a good indication that other users find your offering useful.
Diversify your marketing efforts
In addition to creating and maintaining your website, dedicate time to nurturing a presence on social media accounts like Facebook, Twitter and LinkedIn, and engage with people online.