How much time do you spend on social media every day? How many social media accounts do you have? I guess both answers will be something like “too much”.
And it’s really never enough for us. Do you think social media are a kind of addictive? I can’t prove that for sure, but I am 100% positive about the fact that wise merchants can use this social media obsession to their benefit.
Well, you are here, reading this article, which means you would like to become an influencer on social media or boost your influence there.
I am going to give you 10 simple tips that will help to make up your mind.
By the way, what do you think is the most precious on social media? From my viewpoint, it’s the fact that people view and read your posts because they are interested in them.
Social media don’t work like annoying television, radio or newspaper ads.
Ok, it’s quite understandable that if you want to grow your influence, you need to nurture your followers. I advise you establish yourself as an expert in your business niche and it doesn’t matter whether you are a social media professional or not.
Please keep in mind that social media influence is not the thing you do once in a lifetime. It can be compared to growing a plant which needs constant care. It is a rather long process and you should be ready to invest your time in building the desired influence.
Ok, below you will find working tips that will help you build your social media influence. They are mostly generic, so can be used by anyone to improve their social media influence.
Have no time to read? View the infographic below, however, I recommend you to skim the entire post, it won’t take you long.
Source: 12 Most Effective Tactics To Improve Your Social Media Presence [Infographic]
You need this to add new followers and maintain the old ones’ loyalty. Don’t invent any complicated schemes, just ask them about their daily activities. You need to have followers if you want to become popular on social media. Build your gang – add your friends, peers, and just people interested in your product/service/offer.
It’s also good to run a blog. Don’t be lazy, comment on other people’s posts. You should be accessible to your followers when they want to get in touch with you. Have real interactions with people instead of posting what you did or are going to do.
“Listen” to what people in your niche are talking about. Can you contribute to the topic? Do it! Contributing to conversations on popular topics in your field is a great way to reach out to people and add followers.
You can use your favorite SEO/marketing tool to find the most shared content in your niche. This will save you a ton of time.
As I work at Ahrefs, I surely use Ahrefs Content Explorer for the purpose.
Carry out contests, special events, and post news
People are emphatic, they like to reach out to others. They want to get involved in your life, celebrate, and do many other things with you. Hold contests and regular events to reach out to them. Don’t forget to encourage people to get involved and share the latest and the most revolutionary/funny/interesting developments at your company or in your life with them.
Use the power of hashtags to build contacts
Don’t underestimate the power of keywords and hashtags when you are trying to reach out to people on social media sites. Squeeze out the most out of them. See how other people are doing this and don’t be shy to learn from them. Act wisely.
All of us know that our content should be unique and original. However, other people have curious things to share. Curate the best posts and share them on your page. There is no need to overload your followers with posts. They will appreciate your creativity and careful posts choice.
Promote things you are good at
Generalists are cool guys. They are free to post everything they want. But it’s much more likely that you are running a niche business, so you can’t afford to be a generalist. What you need to do is find some specific topics that resonate with your activity and create posts on that. This way you will become an expert on a subject and people will start to trust you.
Measure your activity
Everybody wants to know the results of their work. You can find that out signing up with social media measurement websites like Klout or Kred. I named them because they are easy to use and provide you with good insights on what works great for you and what you are doing wrong.
Your audience can do specific inputs
Supposing you have just launched a new product or service. It’s natural that you want to get inputs on a specific issue. Ask your followers, they would love to share advice. Another benefit of such kind of activity is increasing the engagement level and adding more people to your community.
Bask in the glory of other social media influencers
Give positive feedback to the posts written by others. Do it on your wall. Mention high influencers names and this will also do you good. Add @ before the influencer’s name on Twitter, add + in front of the name on Facebook and Google+. This will also increase your social influence.
Make friends with your niche influencers
It’s obvious that you are not the only one working in your niche. Some of your peers may be more influential than you. Try to connect with them and establish friendly relationships. What can those people do for you? They may mention you in their posts or share your content, which is cool. You can use your favorite SEO/marketing tool, like Ahrefs Content Explorer to find influencers in your niche. It will show you what content is hot in your industry, who is writing it, and who’s sharing it.
Connect wherever possible
Don’t limit your conversations to social media networks. For instance, you can record a podcast, host chats on Google Hangout, take part in radio interviews, post videos on YouTube, etc. There are so many alternative ways to connect with people. All these will help you build your social media influence.
As you understand, my list of tips to increase social media influence is not comprehensive. The final advice is to watch other people. What are they doing? What is going right? Noticed something – try to adopt the technique.
Side note: Here is a link to awesome video SEO Tutorial: 10 Detailed Steps to Rank #1 in Google for those who are struggling for the top positions on Google ;).
I wish you the best of luck in boosting your social media influence, waiting for your additions/comments/thoughts on the blog post. And don’t forget to share it on your social media with friends and colleagues.
The line between offline and online sales has become very blurred. There’s showrooming and Research Online, Pay Offline (ROPO), point of sale (POS) e-commerce systems, click and collect options— and then there’s local action-focused search to factor in.
With smartphones that keep us connected to the internet wherever we go, we always have the option of buying something in under a minute. We can search for things, place orders, and carry on with our days. Micro-moments are an ever-present danger to our wallets.
Retailers that aren’t taking advantage of this power are making a huge mistake, because it’s a huge source of revenue. Let’s look at what local SEO really involves, why Google cares about it, how you can optimize for it, and what really makes it worthwhile: ROI.
What does local SEO for online sales mean?
Before geo-targeting was an option, SEO was unfocused. The overall goal was always to get more traffic in general, reasoning that the more people visited a site, the more conversions there would be. It makes sense, and it works— but when there’s a physical location involved, your SEO requires a far more granular approach.
Because it operates through a physical location, local SEO needs to be geographical to an extent that goes beyond simply knowing what country a user is from. Consider the average Google search made from a phone in today’s world. Google won’t just parse the text; it will use the searcher’s specific locational data in combination with the specified keywords to try to find the best possible solution in that context.
Just look at the enormous increase in the use of the term “near me” in America over the course of the last 7 years. We know that we don’t need to type our current locations, so we don’t bother. We pass our tasks to Google, and it takes one look at our location data and figures out what exactly we’re talking about.
That’s what makes it so much more important (and interesting) to optimize for.
Why Google prioritizes local SEO
Imagine that you got hungry on a night out and wanted to visit a restaurant, but you couldn’t think of what could be open at that time. Eager to eat, you could take out your phone and search for “restaurants still open right now”. Google would interpret the string, conclude (quite correctly) that you were searching specifically for restaurants in your area, and deliver results meeting your criteria.
This focus on understanding intent—recognizing what a user meant regardless of what they actually said—is a key part of local SEO. It’s all about figuring out the purpose of a search so the best results can be found, and mobile devices play into this hugely (since searches from mobile devices cumulatively comprise well over half of all web searches now).
By listing a company in response to a local query, whether as a top result or even a featured rich snippet, Google knows it is implicitly recommending the locations it lists. If you can give your business the best chance of being such a recommended location, it will benefit you hugely through increased business from mobile users ready and willing to convert.
How you can optimize for local search
Given the overwhelming importance of being picked by Google as a top result for a local search, local SEO is all about covering all the bases and jumping through every hoop provided. Google wants as much information as possible. Here are some things you can offer:
- A Google My Business Map Listing
Filling in Google’s My Business page is an essential component of appearing on Google Maps. Without it, you won’t be featured, and all your local SEO efforts will be ruined as Google won’t want to rank you for a local search when it isn’t even sure your business is in that area.
- Local Content
Your business should have a blog or at least some form of content updated semi-regularly. Use your content to write about your area and your place in it— touch upon relevant area keywords, but be sure to make it good content regardless. If you make a guide to your area, it’ll give you new ranking possibilities and further associate your business with your location (remember to share it on social media for added exposure).
- User Reviews
A company with no reviews appears suspicious. Even if you get glowing reviews offline, it won’t help your traffic. Encourage your customers to leave you reviews through Google+ (it’s mostly dead, but the reviewing is still of value), an external review service if you have enough customers to justify it, or (if your online store setup supports it) even a free or cheap review add-on.
While you can include reviews through microdata, it’s not all you can tag. You can point out anything you can list through Google My Business (including opening hours, holiday hours, menu link, etc.) and more, including product types, dimensions, materials, etc. Google may not want to rely on it, but for the moment it still has value.
By including as much detail as you can about what your business does, where it is, and how it operates, you can make your company a viable contender for SERP positioning when a relevant search is made.
If you’re willing to do some PPC to get things moving, you can use Google’s Merchant Center to advertise your product listings inside results pages, plus they’re playing with a system for buying directly through search results. PPC doesn’t innately affect SEO, but if it brings in new customers who really like your site and your service, the uptick in your metrics certainly will.
The high ROI of local SEO for online sales
We still need to answer the titular question of what investment in local SEO can do for your online sales (and offline sales)… so let’s do that now since we only need one term: high ROI.
The scattergun approach of standard SEO gets strong results, but it also wastes resources for businesses with physical locations and associated restrictions. It brings in people who never intended to buy anything, traffic from overseas, and a weak return on the effort.
You don’t just catch stragglers— you catch the people who are in the right location at the right time and itching to buy something you can offer them.
While it’s challenging to track local SEO ROI sometimes, try using call tracking to segment the data. Use one number for your Google My Business listing, another for your website, and another for any other type of campaign you run.
Once you’re done, you’ll be able to narrow things down and figure out where all your sales are coming from. You’ll most likely see that your local traffic is converting at the highest rate. If it isn’t, then you’re doing something seriously wrong to push away locals and should think about your overall strategy.
Getting the SEO rockin’ for your small business website can be tricky (and frustrating). Especially, if you’re trying to do it on your own. The good news is that there are a number of common issues you can easily resolve, with a little direction. Focus on these strategies, and your website will be taking a giant leap in the right direction.
I’ve completed hundreds of small business website SEO audits over the past couple of months. I’ve tracked the data from these audits and ran some statistical analysis on it. There are definitely some noticeable trends.
The first thing I noticed is something many owners/managers may not realize about their small business website…
Lots of people can put together a nice looking website these days. But from what I saw, many of the most amazing looking websites were some of the worst performing ones. A primary purpose for any small business website is to drive sales. So all the pretty in the world doesn’t mean a thing.
Aside from that, there are eight key observations I’ve been able to make from looking at the data. Each of these has a significant impact on your website’s ability to do its job well.
What To Expect
- Use an Effective Domain Name
- Get Encrypted with an SSL Certificate
- Build a Portfolio of Quality Links Back to Your Website
- Establish Your Authority
- Work on Page Speed for a Better User Experience
- Optimize for Mobile First
- Clean Up the On-Page Elements
- Step Up Your Professional Brand Image
Use an Effective Domain Name
This first observation simply blows me away. After all, this is the foundation of all other strategies for your website. It’s about domain name selection. One thing you need to understand is that the first thing people and search engines see is your domain name. And first impressions matter, to both people and search engines.
No pressure. But don’t mess this up.
Here’s what I’m talking about. Let’s say your company, Southern State Roofing Company, launches a new website. The worst thing you can do is to abbreviate the main identifying keywords into something like ssrcompany.com. That doesn’t tell anyone anything about who you are and what you do.
You’ll miss out on any kind of name recognition with people. You’ll also miss the opportunity to get the business keyword of “roofing” in there.
A domain name like southernstateroofing.com, while longer, will be easier to remember and will help your chances on search engines.
Better yet, try using one of the many not-com names that are gaining popularity. If the .com isn’t available, then a great option in this example could be southernstateroofing.contractors (yep, .contractors is an option). This can help a great deal when people search for terms like. “[your city] roofing contractors.”
TIP #1: It’s important to use a name that’s not only memorable but also one that sets you up well with the search engines.
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Get Encrypted with an SSL Certificate
If you don’t know already, security is a huge deal on the Internet these days. It’s such a big deal that Google is impacting search engine rankings based on how seriously you take this. And Chrome, the leading web browser, is starting to show “Not Secure” warnings for websites that don’t run an SSL (encryption) certificate.
Of the websites I reviewed, fewer than 30% of them currently do not have a security certificate.
Using an SSL certificate on your website means that it will run as an HTTPS website instead of the regular HTTP version. It will encrypt user information when delivered over the web. For example, when someone fills out a contact form on your website, their information could be exposed on a non-HTTPS website.
Taking care of security and encryption on your website with an SSL certificate will have two main benefits:
- It’ll protect you from the security-mageddon happening now with search engines and web browsers.
- Your visitors (potential customers) will have more confidence in doing business with you when they see the big green “Secure” indicator in their browser.
TIP #2: Get an SSL certificate for your website now. Standard Domain Validation (DV) certificates are inexpensive and are sometimes included in hosting plans.
Build a Portfolio of Quality Links Back to Your Website
There’s no doubt about it, the Internet is built on links. That’s why it’s called the web. That’s all Google is doing. At their core, they’re providing you with some links that should answer your questions. Google’s mission statement is to, “Organize the world’s information and make it universally accessible and useful.”
Google not only provides links to answer your questions, but they also evaluate links to your site to determine usefulness.
Their goal is to always provide the best answers they can to your questions. If they start providing non-relevant information, then they know we’ll leave to find answers elsewhere. So the quality of the links they provide is of utmost importance.
One of the ways they evaluate the value and authority of your content is to look at the links to your website. The idea is that if a higher authority website links to you for an answer on something, then you must be valuable.
That’s where MozRank comes in as a measurement (for us, not necessarily for Google). It’s a way to measure link popularity of a website. A website is scored on a scale from 0-10, with 10 being the highest.
The average MozRank of the website evaluated in this study was 3.79. That’s not a horrible number but still shows that most sites have a great deal of room for improvement as it relates to link building.
The average website you’ll visit when surfing the web will likely be around 3-4.
TIP #3: Make sure you have a strategy for building strong links back to your website. This can be done with SEO link-building services (like ours), guest posting on other websites, and developing local citations for your business.
Establish Your Authority
Like MozRank, the Domain Authority (DA) score has to do with how authoritative your website it. But it takes into consideration more than just the MozRank factors. It’s a score that measures a site’s authority through measuring links (internal and external), mobile-friendliness, on-page content, and site structure.
In my experience, I’ve seen DA scores go up and down just based on the page structure of a website. Specifically, as it relates to the topic(s) your website is supposed to be about.
Using the Southern States Roofing Company example from earlier, that domain name is one of the factors considered in the DA score. Choose your name wisely, and it’ll help you out quite a bit.
In addition to that, it should be clear to search engines (and visitors) what your website is about. If your main pages and menu structure include more generic About, What We Do, Testimonials, Gallery, Contact pages, then you’re making it more difficult for search engines to figure out what you’re really about. None of your keywords are showing there.
Instead, consider main navigation pages like About, Roof Replacement, Roof Repair, Roof Inspections, etc. This will make it more clear what you are an authority on.
And for a bonus, create subpages to build more depth and structure. So under Roof Replacement, consider adding subpages for Tile Roof Replacement, Shingle Roof Replacement, Metal Roof Replacement, etc. Additionally, blog posts can be another way to add depth to the website and pass authority up to other cornerstone content pages.
The average DA score for the websites we evaluated was 15.25. That’s on a scale of 1-100. Getting your DA score more into the 30-40 range can result in great improvements in rankings. Get yourself over 50, and you’ll almost be able to write your own ticket on the search engines.
TIP #4: Consider how well your website is built from an authority perspective (check out this case study on website structure). And develop some depth with strong content to establish your authority.
Work on Page Speed for a Better User Experience
One really important ranking factor that seems to be often missed is PageSpeed. From Google’s perspective, if you’re too slow, then you’re not a good answer for them to present. They want to minimize the impatient-factor in the results they present.
Too often, website owners and developers go for the super flashy and pretty design, but don’t do it in a way that keeps the site running smooth. Too many large images and videos and scripts can knock you way down on this score.
The average PageSpeed score of the websites I evaluated was 60, well below the 85 (on a scale of 1-100) that Google gives a green light to. And the greatest offenders were the people who likely thought they have an amazing new website that looks incredible but had scores in the 30s.
In WordPress, there are plenty of great tools to help you optimize images, minify scripts, and leverage caching. All of these are crucial in maintaining quicker page load speeds.
TIP #5: If you’re on WordPress, then consider some optimization plugins to clean things up right away. If you’re on other site builders like Wix or Weebly, consider moving to WordPress. Our managed WordPress hosting will include plenty of these tools, and we’ll even help take care of it for you.
Optimize for Mobile First
Whats worse than scoring a 60 for Google PageSpeed on your website? How about scoring a 51 for PageSpeed on mobile for your website? Unfortunately, that’s the average mobile PageSpeed score for the evaluated websites.
During a time when Google is focusing so much on mobile-first indexing, you need your website to perform well on mobile.
There are two ways you can do this:
- Get your web pages running on AMP. This is Google’s Accelerated Mobile Pages (AMP) project. Basically, the idea is to push your page content into a more mobile format that Google serves up really quickly through their results pages on mobile devices. The downside is that it technically doesn’t get the traffic ON your website, so you may lose some of the experience as pages are stripped down for speed.
- Focus more on the mobile version of your website’s design. All websites these days should be mobile responsive. But mobile responsive doesn’t necessarily mean that it’s mobile optimized.
With the typical website getting around 50% (and constantly increasing) of their traffic through mobile now, you cannot afford to skimp on this.
TIP #6: There are advantages and disadvantages to each of the methods of mobile optimization. The important thing is that you spend some time doing this optimization. Do take a desktop-only approach to design. And don’t just think about converting the design to mobile optimized, consider mobile-first content too.
Clean Up the On-Page Elements
One of the biggest on-page factors for your content is the metadata, image alt tags, and header text. Your keywords should be built into each of these elements on every page. Too many websites fail to optimize this for their keywords, or simply miss it altogether. In our experience, cleaning this stuff up across the website is one of the easiest ways to get some big wins with your SEO.
And don’t optimize every page on your site to the same keywords. That feels unnatural because not every page is about the same exact thing. Using our roofing company example, consider optimizing pages like this:
- Homepage –> “roofing contractor” as the keyword focus
- Roof replacement page –> “roof replacement [your city]” keyword focus
- Roof repair page –> “roof repair [your city]” keyword focus
Using a plugin like Yoast SEO, the metadata can be updated in the “snippet” settings for the page. That’s the information that shows up in the search engine results for your page. (Can you guess what keyword terms the page shown below is optimized for?)
Many websites also contain generic text in header text on most website pages. For example, the header text for a section on the page might be “Our Services,” which doesn’t contain keywords. Instead, consider using something like “Roofing Services” instead.
TIP #7: Review the metadata settings for each page on your website, and make sure they contain your keywords and look enticing for searchers to click on. Also review all header formatted text to make sure it’s specific, and check all images to ensure the “alternative text” contains your keywords.
Step Up Your Professional Brand Image
This last item isn’t necessarily a performance or SEO metric. It’s more of a branding issue. Many (a large many) of the websites analyzed used a non-domain based email address for their contact email.
For example, our southernstateroofing.contractors should be using firstname.lastname@example.org for email instead of email@example.com (or worse, firstname.lastname@example.org).
Honestly, Gmail is not as bad because of how widely used it is. But using a domain name based email address that matches your company’s website address provides a much more professional image. And people will judge you based on little things like this.
TIP #8: Just get the email addresses set up. If you prefer, you can set up your Gmail to send/receive that email for you. So you can continue to use the Gmail interface, but with a much more professional image.
If you want your online marketing efforts to be successful, then getting your small business website design done properly is of great importance. And it involves more than throwing up some cool photos or some drone video. You’ll need to get these website design fundamentals done right if you’re going to have a chance of succeeding.
But if you get these elements right, you’ll set yourself up far ahead of the competition. If you already have a small business website in place, then let us run a free, no-obligation website SEO analysis report for you. You can use the information to improve your website on your own. Or hit us up to talk about how we can help take care of issues or just build you a well-designed website.
Regardless, it’s important to know where your website stands and to take steps to improve its ability to drive results for you.
I’m asked about this quite frequently. It’s this question about how to design a website and ensure it’s set up for the best possible search engine ranking. Because being found on search engines can make or break your online success. So it’s not just a question about ranking high for a certain keyword. It’s about ranking high for the best keywords to drive results.
Before we dig into the details, it’s important to understand that search engine optimization (SEO) success is dependent on two factors. The first factor is on-site design and setup. This has to do with the structure and mapping of pages on your site, the content you offer, and several behind-the-scenes settings. The second factor is off-site promotion. This has more to do with link building and gaining outside credibility for your website. Our focus here today will be with the first of these two factors, on-site design.
A few years ago, some friends started a new laser engraving business. As they were kicking things off, they knew that the website was going to be a key piece of their strategy. So we got together and built a site around their main keyword of laser engraving. The site did well in ranking for that phrase, and it helped generate several new customers for them.
Over time, the business continued to grow, and the owners gained a better understanding of their niche. Most of the work they are doing falls into two main categories. One type of customer they get is business and corporate accounts looking to get logos engraved onto other products as promotional giveaways. The other type of customer is looking for personalization on keepsake items, such as wedding party gifts.
As they began to expand and focus on those two categories, they also felt like it was time for the website to evolve with them. The good news is that the website was rock solid with terms related to laser engraving. However, it wasn’t anywhere on the radar for terms related to these two categories. The new design would need to capitalize on these niche categories.
Keyword Research (Where a Good SEO Strategy Begins)
When we set out to design a website for search engine ranking, the first thing we need to do is keyword research. I’m a firm believer in following what the data tells me. I never arbitrarily pick a keyword phrase out of a hat and build a website.
We targeted three keyword phrases in order to show up in searches for the best possible audience.
- laser engraving (already ranking well locally for this, and didn’t want to lose it)
- promotional products
- personalized gifts
We selected these phrases after evaluating dozens of options and alternatives in Google’s Keyword Planner tool. When doing this for a local business, it’s helpful to filter results geographically. For example, you don’t want to use soda in an area where it’s more commonly called pop. Filtering geographically will get you the terms people actually use in your area to find what you’re offering. Beyond that, it’s all about finding the terms that have the highest search volume. And it’s a bonus if they have low competition. These terms present the greatest opportunities to capture visitors.
How To Design a Website for Results
Search engines are looking for authority. They want to ensure that the pages they send searchers to are the most helpful resources available. Old SEO methods of keyword stuffing pages just don’t do the trick anymore. So you need to show value. One of the best ways to show value (and authority) is through strong content. And long-form content typically shows higher authority than a few short blurbs. Therefore we built three high-authority pages mapped out like this:
- Homepage (main keyword: laser engraving) – Our target for the homepage is 1500 words of content. Within that content, we have sections with short summaries for the other target keyword phrases. And then we added other general information about laser engraving.
- Authority page (keyword: promotional products) – The target for other authority pages is at least 800 words of content. We used similar keywords, such as promotional items and custom logo engraving, but the main focus was on primary term.
- Authority page (keyword: personalized gifts) – This page has the same 800-word target and used other supporting key phrases like anniversary gifts and personalized wedding gifts.
The new website structure focuses primarily on these three pages. Other existing pages aren’t removed. However, the more we can focus on core navigation for these three pages, the better. Therefore, we add the new authority pages to the header menu and link to them from the homepage. Likewise, the authority pages link to each other and back to the homepage.
Back-End Tactics to Improve Search Engine Ranking
Strong SEO writing is an important part of this process. Additionally, there are some other back-end pieces that to take care of. It’s things like creating strong snippets (using Yoast SEO) that can make a big difference. Not only should a snippet contain your keywords, but it also needs a strong call-to-action.
In addition to this kind of metadata, we make sure other elements are properly addressed:
- Content readability – Yoast SEO does a great job scoring the page content for this. And I like to run all of my content through Hemingway App to help me find and correct difficult to read sentences, passive voice, and other readability factors.
- Link balance – Every page should have links to other internal (your site) pages, but also external links to other websites. Don’t overdo it, but make sure the page’s links are strong and add value.
- XML sitemap considerations – Static pages on the site that provide authority should be set to a high priority for the search engine bots. Additionally, less important pages (like your contact page, etc) should be bumped down in priority or removed from indexing altogether. This helps tell the search engines to determine what content is really important on the website.
Beyond this, if you have green lights from Yoast SEO on readability and SEO, then you should be all set.
Before this redesign work on the website, laser engraving was already performing well for us in local searches. Usually in the top three, and sometimes number one. The site was not ranking at all for the terms promotional products or personalized gifts. Once Google’s bots got to index the new site changes, we noticed some nice results. The homepage now seems to have a pretty strong hold on the #1 spot for laser engraving locally. And local searches for the other terms are now ranking the website in the top five!
Promotional products is currently ranking the homepage at #5…
Personalized gifts is performing even better with TWO pages ranking in the top five! Here you see that not only did the homepage rank for this term, but so did the authority page…
These results were achieved without any other external SEO work. Simple, yet strong design strategy resulted in major improvements in search engine rankings.
At the same time, there are a few other tactics which could support (or even improve) strong results like this:
- Link building and other off-site SEO promotion – Building a good portfolio of links pointing back to all of these pages could continue to enhance their credibility.
- Content marketing strategy – Producing fresh and relevant content using related keyword terms can strengthen on-site authority.
- Social media marketing – Providing social proof for these pages by sharing them regularly on social media sends strong signals to the search engines.
There’s definitely a strategy to follow if you want to build a website for great search engine ranking. And the key really is to think through all of the elements of the design and don’t skip some for convenience. If you do a good job with all of this, you’ll see the payoff in increased visibility (and traffic).
Winning in local SEO isn’t about doing some magic trick and spiking yourself up to number one overnight. Remember the story about the tortoise and the hare? The idea is simple. Keep doing the right things consistently over time, and you’ll win. You can increase your organic (not paid ad) Google traffic over time by consistently focusing on a few key tactics.
That’s what happened last year with one local business we work with. And I’ll be honest with you. I didn’t have much hope for them at times through this process.
If you understand SEO, then you know there are internal and external factors that impact your rankings. Internal factors might include having a strong, user-friendly website design and authoritative content in your area of expertise. External factors deal with off-site issues like having a strong backlink strategy. In order to do really well, both of these areas need to be handled well.
What We Could Have Done Better
It was a year of transition for this local business. Over the course of the year, there were three different Marketing leads to work with. The transitions meant different ideas coming to the table regularly, and a need to move slowly on big changes. For us, that meant we weren’t able to pull the trigger on some bigger website changes we felt needed to get done. In particular, it would have helped our SEO chances greatly if we were able to:
- Update the look and feel of the site to a more modern design
- Restructure and streamline the site for user experience and a strong sitemap
- Bulk up thin content pages to show greater authority
The good news is that it looks like we may be giving these things more attention this year. With this stuff not running optimally, we saw improvements in Google traffic, but not as much as we could have.
The Improvement We Saw In Google Traffic
In 2015, organic search produced 4,333 first-time visitors to the website. In 2016, that number was 6,446 first-time visitors. That’s an increase of over 2,100 more people (48.77%) coming through their (virtual) doors!
This chart might not look overwhelming, but remember the tortoise and the hare? Each month this year (blue bar) represents an increase anywhere from 110 to 280 more new visitors per month than the previous year (orange bar). It represents steady, consistent work resulting in steady, consistent results.
What We Did To Get These Results
Early in the year, we did some initial cleanup and link building, which gave us a bit of a boost out of the gate. Internally, there was some cleaning up of meta descriptions (the snippets you see in search results), and other optimization. Externally, we did multiple tiers of link building and social bookmarking. That all gave us a good start, but the real story is in the consistency throughout the year. Here’s what we did, and all within a budget of less than $400/mo:
- Backlink Cleanup – Before we got into building our (good) backlink portfolio, we first needed to get rid of any old backlinks that were hurting us. We were able to uncover several links that held us down and get rid of them (as far as Google is concerned).
- Creating Social Signals – We have a way to sort of mimic the effect that celebrity social media accounts can have when they share something. These social signals usually have a quick impact by showing the search engines that something on your site is of high social value.
- Contextual Links with Guest Posting – The idea here is to get authoritative websites to write an article about a subject related to you and include a link in the article back to your website. The higher authority of the website, the higher value of the link back to you.
- Advanced Crowdsearch – This is a strategic way of creating some of the other signals search engines look at to determine the value of your site (and its content). When search engines see the value, they bump you up in the rankings.
After the backlink cleanup, we just put the other three items on a three-month rotation. Each month we would do just one of them, and target it at the homepage of the website. After we worked through all three of them over a three-month period, we would start over.
Consistency is the Key
It’s also important to note that if the budget allowed for us to do two or three of these things every month, the results we saw would be greatly magnified. You get out of it what you put into it. But more importantly, the key is in the consistency.
Doing the right things regularly paid off by generating more Google traffic to the website. And if we’re doing our job well on the website, then we’ll be converting those visits into sales leads and then into customers. More on that idea some other time…
Good website design and management is not based on feelings or personal preferences. Rather it’s based on data and facts that move you closer to your goals. That’s why I love A/B split testing. It’s all about figuring out the correct path for your design based on hard data.
If you’re serious about measuring the ROI of a website, then A/B split testing will help you work towards the best design by allowing you to test different options against each other to discover which is the higher performing design. You start by picking a key conversion metric (like a buy button, a sign-up button, or some other call-to-action or metric), and designing two (or more) versions of the page. Visitors to the page can be randomly served one page or the other, and the tracking tools will measure how often your desired conversion happens on each page. Once you determine a winner, then you can direct all traffic to the final, higher-performing page.
You should also consider incremental design using A/B split testing. Once your initial experiment is complete, you can try again with the same page by changing another element, allowing you to continue improving the page’s performance over time.
There are many tools available to help you with A/B split testing. But everything you need to run a split test experiment is available for free in Google Analytics. Here’s what you need to do to set up your own experiments:
Step 1: Decide What You Want to Measure
The first thing you’ll need to do is to determine what you want to measure. Is it a site metric like pages per visit, or length of time on site? Or is it getting to a specific page like a sign-up form, or a purchase “thank you” page?
As you define your desired outcomes, you’ll need to create multiple versions of the web pages you plan to test hoping to achieve that outcome. Each of these two (or more) pages will have something different in their design. While you can test two pages with completely different designs, it’s best to test smaller elements of similarly designed pages. Test things like placement of the call-to-action on the page, or the colors of sign-up forms, or the wording used in the header text on the page, or whatever other option you want to test. Whatever it is, create the pages with your desired outcome in mind and how you think you can improve conversion rates with your page variation(s).
Once you have your split test pages created, you’ll be able to set up the goals you’ll need to measure their success.
Step 2: Create Goals in Google Analytics
Once you know what it is you want to measure, then you’ll need to set up the Goals so that Google Analytics can track the conversion rate on those events. Goals are good to track regardless, but you’ll need specific goals to use for your split test experiment. Here’s how you set those up in GA:
- Go to the Admin tab in Google Analytics
- Select the profile you want to add your goal to
- Click on the ‘Goals’ tab
- Click the ‘+ New Goal’ button
- Select the option for either an existing template or a custom setup (most likely a template)
- Complete the Goal Description by giving it a name and selecting the type
- Complete the Goal Details with the desired outcome/values for your goal type
- Click ‘Save’
Once your goals are set up, then you’ll be able to create your split test experiment.
Step 3: Create Your Split Test Experiment in Google Analytics
At this point, you should have two (or more) versions of a web page you’ll be testing, and at least one goal you’ll be using to track and compare the pages. With that you’ll be able to set up your split test experiment in Google Analytics.
- Go to the Reporting tab in Google analytics
- Select ‘Experiments’ in the ‘Bahvior’ menu
- Click the ‘Create experiment’ button
- Set name and objective for the experiment
- Configure your experiment with the original page and variations
- Insert your experiment code immediately after the head tag for the original page in your test (Google Content Experiments plugin)
- Review and start your experiment
Your experiment will run for a period of time (Google defaults it to 30 days) tracking the goal conversion as it sends visitors randomly to the original page and each variation. After your experiment has run for a sufficient amount of time, you’ll be able to determine a winner.
Step 4: Determine the Winner and Repeat as Needed
Once you determine a winner, then you can direct all traffic to the winning page. Now you can be confident that you’ll be getting the better conversion rate for your goals. At this point you can leave it alone, or try another change on the page. The beauty of incremental design using A/B split testing is that you can constantly be working towards better conversions. The result will never take you backward. If you try another split test, and your new “B” page does not perform better than your “A”, then you keep the existing “A” page. And when a new “B” page out-performs your “A” page, then it takes over as your new “A” page for the next test.
I recently worked with a client on a split test for the highest traffic page on their website (it gets more traffic than the homepage). The problem with the page was that it also had a high bounce rate. So we knew it was effective in getting people TO the website, but not with KEEPING them there. We reviewed the page and rebuilt it with a cleaner design and a nice call-to-action at the top of the page to encourage click-through to another page for more information (lowering that bounce rate). With the newer, much fancier design, we were certain the new variation would be a big hit with visitors.
Much to our surprise, the split test experiment showed that the original not only out-performed our awesome new design, but it beat it pretty decisively. That was a great reminder for me that I should never base design on feelings or personal preferences. Data shows the real impacts.
Use the data available to you effectively, and you’ll reap the rewards of a high-performing website.
Note: This post was originally published on the MainWP Blog.