It’s never too late to turn your efforts to website optimization. With the number of mobile searches now bypassing desktop searches and 95% of smartphone users reporting that they have looked for local information (Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT), every day is the time to seize the day and get your website up to search engine standards. The good news is that optimizing your website isn’t that complicated if you know what you’re doing—and have the time to devote to your website optimization.
Write for your audience.
We feel like broken records with this tip, but there’s a reason why ‘knowing your audience’ is the number one rule of marketing. Knowing your audience is key to success when planning social media posts, delving into email marketing, planning a brochure, and creating optimized content for your audience.
Once you know who you are audience is, write for them. Use a brand voice appropriate for your audience, and select topics and key words they would use in their online searches. For example, if you run a pet store, you might write a blog post focused around the right dog food for their pet. As you write, think about your audience and what they would want to know. Include keywords and topics relevant to their query in your quality content.
Don’t focus entirely on search engines.
You’re trying to get to the top of Google, Yahoo, and Bing, so your efforts should be focused on optimization entirely for the search engines, right? That’s what many a business owner thinks, then wonders why their conversion rates are not increasing. If you want customers to visit your site, and buy from you, write your content for them—not just for the search engines. For example, while you should use keywords in your content for optimal results (here’s a great article on how to choose your keywords), writing an article stuffed full of the same keywords turns readers off and kills your chance to convert.
It’s never too early to think about site structure (and mobile users).
The structure of your website is an integral part of search engine optimization, so plan ahead. Start thinking about optimal site structure when building a new website, or find a company that does. Some of the items on your checklist should be: optimized URLs, pages that are easily shareable, relevant content, strong images and video, excellent title tags, mobile-friendly features. You read that last item right; use of mobile devices is not going away, and it is not going to decrease. Plan accordingly.
Don’t stop optimizing.
Once you’ve built an optimized website, don’t let your efforts end there. Websites with regular, high quality, updated content get better results with the search engines. What does that mean for your business? You need to deliver customer-focused, optimized content that speaks to your audience and contains excellent images and videos. If you don’t think you have the time or knowledge to deliver, contact an online marketing company that can create optimized content on a regular basis (called content marketing). Once you’ve contracted with the company, do them (and yourself) a favor: stay involved. Schedule regular contacts with the company so you can give them topics relevant to your company and feedback or questions that you hear from your customers during daily business operations.
Embrace SEO technology.
One of the most common misnomers we hear is that businesses only need optimized writing to get to the top of search engines. We wish it was true (how easy would that be?), but unfortunately it’s not. Getting to the top of search engine rankings is dependent on the structure of your site, updated content, optimized writing, and utilizing the right search engine strategy. For companies targeting customers across the United States, the right SEO plan is a national SEO strategy without any local focus. If your business is a brick-and-mortar location focused on growing a local customer base, contact a company focused on localized SEO. Localized SEO technology targets customers in your preferred areas, earning your company the top spot for customers searching for a local business that can solve their problem.
Today’s SEO is not your grandma’s game of stuffing a page full of the same keyword. In fact, those kind of old-school SEO tactics, and black hat SEO tactics, can get your website penalized and kick your company off the digital map. Like most online marketing tools, SEO is a freight train running down the tracks. As search engines implement updates to improve user experience, be ready to adapt your marketing efforts and adopt best-use practices to get to the top of search engine results.
Of course, if you find you don’t have time (or the expertise) to use all these tips, you can always outsource your online marketing. You’ll get optimal results…without having to understand all the website optimization techniques, and without having to stay up to date on the latest updates in search engine optimization.