Do you want your website to be a financial success?
If so, you need traffic. And more importantly, a viable way of monetising that traffic (something even Facebook has trouble doing).
So you’ve chosen to invest in SEO to drive traffic - great - it’s the most cost-effective way of doing that. But how do you deliver traffic that is easy to monetise?
Do your Research
Let’s start at the beginning - keyword research. It’s crucial your keyword strategy gets you the right search traffic in the first place - ie. tailored, relevant customers, with a high propensity to ‘buy’.
Keep it Relevant
It’s basic - but make sure you’re optimising your site for words that are truly relevant! It’s not about getting high rankings - it’s about getting high rankings for the RIGHT keywords! It might be great to rank number 1 for ‘buy bicycles online’, but you’re not going to convert any of that traffic if you sell gardening tools!
Whilst you’ll want to be optimised for the top tier primary keywords for your industry (as they will receive the largest amount of traffic) - primary, one word keyword searches, such as ‘bicycles’ are generally used by customers still in the ‘research’ stage, rather than the ‘buying’ stage. Therefore they may drive traffic that has very low conversion rates.
So try to optimise for longer keyword phrases too - where consumers are using additional descriptive modifiers (which typically indicates a more advanced purchasing decision) - for example ‘buy renault child bicycle’. Not only will these longer tail search phrases be less competitive, and therefore easier to climb the rankings for, but will lead to higher conversions, and therefore better ROI.
Be Unique!
Secondly, make each of your web pages uniquely specific - so that each page answers a specific customer need. Once you’ve optimised these correctly, customers will find exactly what they’re looking for when they land on your page - and are therefore much more likely to convert.
Make sure you regularly check back on these pages - and check rankings, and level of traffic they’re driving. It’s critical to constantly tweak and improve the copy, and keep adding fresh, relevant content.
