Do you remember in elementary school how there was always that one kid who looked over the shoulder of another kid to get the answers? Typically, he usually got caught because he was either not smooth enough about it, or he chose the wrong kid to cheat off resulting in the wrong answers. I loved when that happened. I really don’t like cheaters.
Being a SEO cheater isn’t much different. In today’s digital marketing world there are many businesses findings ways to “cheat” the system. I am telling you that it doesn’t pay and here is why.
The Obvious Reason:
Search engines are smarter than you think. Google has developed algorithms and fancy backend “stuff” to prevent keyword stuffing, corrupt back linking, and useless content. You may be tempted to use these techniques; but it won’t get you to the top of Google. (Beware of Panda)
The Not-So-Obvious Reason:
Sure, wanting to drive as much traffic as possible to your site is understandable, but you need to ask yourself “are you driving the right traffic?” Having thousands (or tens of thousands) viewers is great, but if you aren’t converting those views into leads or worse yet, your bounce rate is astronomical, then what have you really accomplished.
Here Are A Few Tips On Reaching Your Target Audience:
- Think of who would most likely benefit by reading each web page on your site, and how she would search for that content in their words. Identify a few keywords for each page using Google Keyword Tool, which is completely free. Then use those words in the headline, sub-headline, and lead paragraph in a natural writing context. Don’t be afraid to string words together, which are referred to as ‘long tail.’ If you are selling garden wagons, you may try ‘red metal garden wagons.’
- Content is still king. If you want to attract and convert prospects into leads, then create and share content the audience needs. Have a content plan in place, so that you are adding new and useful content to your site often.
- Don’t forget your images, videos, and PDFs. Search engines don’t recognize the content in these types of files, so be sure to add alternative copy in your backend to help decipher the content accordingly.
- Don’t be afraid to reach out to other “like” websites that may be interested in linking to your content. If your content is useful and the other site owner feels his audience would benefit, then he may be willing to link. This takes time, but creating fake backlinks isn’t going to accomplish what you really need, which is qualified leads.
- Use your social channels to share content to a larger audience. You may not be a big fan of Facebook or Twitter, but using LinkedIn to share relevant content, especially in the B2B world, is a great way to drive traffic back to your website.
- Monitor your progress using Google Analytics, which is also free, and adjust accordingly. By coding each web page on your site with the Google code, you can see how many views that page is getting, from where those views are generating from, how long the visit lasts and what your bounce rate is, among other things. (Bounce rate tells you if someone hit your site and immediately left because it wasn’t what they were looking for. You want a low bounce rate.) Analyzing this data will tell you what words are working, what is driving your views, and whether the view is converting the way you want it.
I hope you found these tips helpful and as always, I would love to hear from you.