There are a few basic and easy-to-implement SEO techniques that, sadly, so many website owners either disregard as nonessential or simply don’t know about. Here are four key questions you should ask yourself as you optimize your site for placement in the search engines:
Question 1: Are you targeting the wrong keywords?
Well, you obviously wouldn’t target the wrong keywords on purpose, but how do you know for sure if the keywords you’ve picked for your new site are too vague or completely out of your league? Choosing the best keywords for your industry, location, and specialty is absolutely essential to the success of all subsequent SEO efforts, so here’s what you need to remember: don’t assume that the top-tier, high search volume keywords are the ones you need to target. You simply can’t compete, so avoid wasting all your time and resources on a lost cause.
Instead, go for what’s called long tail keywords, or keyword phrases with increased specificity. As opposed to “pet store,” which would be a general search term, your long tail keyword may read “San Francisco CA pet supply store.”
Consider what qualified traffic would look like for your website. For example, if your website represents an established shop, or services that are only available to people in a certain area, your location better be in the keyword phrase.
Question 2: Is your social network focus too broad?
We’re making the assumption here that you’ve created social network accounts for your brand. If you haven’t yet, understand that delaying or flat out neglecting to set up your accounts relegates your site to obscurity online. If your brand isn’t present on Facebook and Twitter, it’s as if you don’t exist to many, many Internet users.
You don’t want to spread yourself too thin in terms of effort and resources, so if manpower is limited, focus primarily on Facebook and Twitter as opposed to the other major networks. Don’t sign up for more than you can actively upkeep and maintain.
Question 3: How sporadic are your blog posts?
The frequency of your posts, whether daily, bi-daily, weekly, or bi-weekly, is going to depend on the attention span of your audience and the purpose of your content. Decide what’s reasonable and go from there. Definitely don’t go longer than once a month.
Remember: stagnant content will signal to the search engines that your site is stale and unimportant, bore your visitors, and otherwise hurt your performance overall. Keeping your content fresh will:
- Alert the search engines that your site is an active authority on your given topic and industry.
- Keep your visitors coming back for and engaging with your content.
- Give you social media fodder for posts. With each new blog post, you’ll have a link to share with your social networks.
Question 4: Do you have any explainer videos on your site?
Explainer videos can accomplish a few things:
- Deliver messages more directly and effectively (when done well) than text and sales copy.
- Generate leads, increase conversions, and provoke engagement.
- Maximize valuable real estate on your home page or landing pages. Internet users love videos!
In terms of length, consider the sales pitch that you would give if you were face to face with someone during a time sensitive situation. Your visitors will expect the video on your home page, or landing page, not to exceed more than five minutes, typically, and even that may be pushing it. People watch videos to save time, so get right to the point.
Also, as opposed to a quick, personable video clip shot with your iPhone and pasted in a blog post, an explainer video should have a high-production value. Because of their purpose, a low quality explainer video will hurt your chances to convert.
How do you know if you’re making other SEO mistakes? Give us a call! We’ll look at your site and give you experienced advice on how you can improve your optimization efforts.
Schill, Alan. “SEO 101: 18 Search Rankings & Engagement Factors You Can’t Ignore.” http://www.searchenginejournal.com/18-search-rankings-engagement-factors-you-cant-ignore/119638/. November 21, 2014.