You need traffic to your website.

A website’s purpose is to guide people toward your business offerings. You want to show as much value as possible. And you want to do it in as little time as possible. You want to do this cost-effectively.

Optimising your website for search traffic is a fantastic way to go.

  • 71% of people making purchases in the B2B space start their research with generic search. [google]. With this in mind 55% of marketers in the B2B space plan to invest more in content [CMI].
  • SEO leads have a 14.6% close rate, compared to 1.7% for outbound leads [softqubes].
  • 70% of the links that search users click on are from organic google results. Not ads.[hubspot]

“Organizations who can’t match up in content creation and promotion may find themselves losing out to content marketers who learn the basics of SEO.”

~ Rand Fishkin, CEO/Co-Founder, Moz

But Being High On Googles Search Results Isn’t Good Enough.

Not on it’s own anyway. There are some things you need to know before optimising for SEO:

  • Search optimising your website IS NOT a guaranteed traffic generator
  • The keywords you want aren’t always the right keywords to go after
  • The key secret to getting the RIGHT search traffic
  • Search optimising your website IS NOT a guaranteed traffic generator
  • Here’s the truth. Working on the search optimisation for your website IS NOT a
  • guaranteed source of traffic. Just by increasing your ranking and where your
  • website places on Google, doesn’t mean you’re going to get a flood of traffic.

It’s also important to note that being top of any search engine never EVER guarantees more sales and customers.

Good SEO is needed more than ever today. Someone has to clean up the bad SEO.

~ Warren Whitlock

Your High Ranking Search Terms Might Be Too Broad.

If you’re at the top of Google for the keyword “shoes”, you might think that this means more awesome traffic and more customers for SURE!

1.5 million people a MONTH search for the term shoes. Even if you captured 1% of that search market, that’s 1500 clicks!

True, but why are they searching for shoes? Do they want images of shoes? Do they want to buy or sell? Are they browsing or getting ideas? There’s NO indication of what they want and why they want to visit your site.

Broad keywords aren’t always productive, they’re really hard to rank for AND there isn’t any strategy behind them.

Your High Ranking Search Terms Could Be Too Specific.

For example ‘Auckland based lawyers’ might capture your immediate geographic ranking, but how many people are searching for that?

We at Autofire Digital DO believe that focusing on a geographic area if you’re tied to one. But when you are optimising your content you don’t always have to think locally.

Being too specific limits the number of people that are searching for your business. Often businesses are guilty for assuming that their customers know exactly what they’re looking for. Or, that the terminology you use is known by your customers
Where people go wrong

Did You Do Your Research?

It doesn’t take a genius to spend a little time researching the right keywords for your business.

A common assumption that we see: businesses often assume that would-be new consumers are searching for their business name.

This is unrealistic. Unless you are Apple or Nike.

Typically people search or ‘Google’ questions to help them solve a problem. Or find  a specific product.

Here are some examples of search questions:

  • How much should I spend on a bed?
  • How do I clean an oven?
  • What’s the best way to record a phone call?

Understanding what your customers and users want to learn and know, is exactly how you should be targeting your SEO.

The Actual Work.

Now comes the tricky part – actually working on your site to build your search engine rankings. It’s not about meta data or writing tons of keywords into every page and blog post.

What you need to do is create and write content that ANSWERS the questions that people are SEARCHING for. Revolutionary right?

Ultimately your job is to make content that people want to read when and if they find you. Your audiences wants to get the most relevant articles, posts and products in front of an audience.

What will not work.

Businesses that stick to the old “stuff a post with keywords and use meta data” have already been left behind. SEO isn’t about tricking Google or working with spiders. The game stopped working like that a very long time ago.

Gaining and keeping an audience requires creating content that your customers want to read.

So how do we do it?

Lets take a look at the basic technical requirements for consumable and high-value content.

Structure

Having a consistent blog post structure for your posts is a really fast way to build content that does 3 things:

Easy to read and digest. Making it easier for traffic and customers to consumer and stay longer.
Easier to write – forget writers block, you can now write blog posts fast
Easier to crawl for search engines like Google, meaning you’ll rank faster.
Maybe you’re struggling to create a blog post format? Here’s a formula that works:

Our Skeleton Key To Good SEO Structure.

Summary

Use a short sentence to introduce the post. For example “in this post we talk about topic” or “if you read this you’ll be able to result”.

Quote

Find a well-phrased quote from an authorative source. There’s always something written somewhere, by someone who knows what they are talking about. Quotes from a recognized external authority show your audience that you know what you are talking about.

Link back to the source of the quote.

Key Takeaways

List the 3 key points that you’re covering off in your article.

Key point 1 should be a  few paragraphs explaining the top 3 learning points for your topic. Give answers, show solutions and explain how to get results.

Conclusion

Write a brief summary of your article. Highlight your favourite point in the blog and turn an objection.

For example, “my favourite part about cleaning an oven is that it’s easier than people think. You can just leave the chemicals to work and you’re away! I know a lot of people say they haven’t got time to clean like that, but what we’ve found is if you just set aside half a day, it’s done sooner than you think”

Next Steps

Give next steps if they want to take it a step further. My favourite line is “if you’re serious about this topic, then you need to…” then give an email address, a lead magnet or a something for them to follow up with.

Regular posting

Posting regular content is key to building trust with search engines and your customers alike. A posting schedule is easier to stick to when you’re writing regular content. Feel free to use our calendar below.

We find writing two blog posts a week and only publishing one is a great way to give yourself some space when you really can’t write anything.

Monday – brainstorm 5 ideas to write about. Common questions, things they should know etc.
Tuesday – Write out the structure for both blog posts. Use our framework above
Wednesday – Write the first post
Thursday – Publish a post
Friday – Write the second post and schedule it for another time

Choosing topics

Choosing topics is probably the easiest part of creating content. You have 3 main areas to find ideas.

  • Google your own topics and industry and look at what other businesses are writing.
  • Search forums, groups and boards for questions that your customers are asking. LinkedIn, Facebook adn Quora are great for this
  • Brainstorm ideas that you want to talk about. Think of a few broad topics and then write down more speicifc titles and sub-topics for blog post ideas.

Summary

So there we go! The truth about SEO is writing content that people want to read. Make sure to update and submit your new sitemap everytime you publish new content (although you can automate this – or we can show you).

Our favourite part about this is that SEO doesn’t have to be hard. If you’ve got a process and a structure, you can rank your content really quick. Just keep in mind that you need to commit. If you’re not really ready to write and create content regualrly, then you’re not going to get the content you want.

Posted by Sunil

I help organisations get results from their online presence.

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