Is your website performing the way you would like? Do you have traffic, but not enough qualified leads? The reason for a poor performing website could be that you are not reaching the right people. Content marketing is all about sending the right message at the right time to the right audience. “Great,” you say, “How do I do that”? Don’t worry. We’ve detailed some specific steps for cleaning up your SEO. This strategic SEO plan for reaching qualified leads WILL work. Be diligent and give it time and you should see more of the right kind of traffic coming to your site.
Create a Strategic SEO Plan
The first thing you need to do when creating an SEO plan is set both stretch goals and SMART goals for your website. Then you need to decide on which keywords best resonate with your clients. Consider their needs and what they are searching for.
- Use this calculator to set a monthly goal for search engine visitors.
- Brainstorm a list of 5-20 highly-specific, relevant keywords.
- Finalize your keyword list using Google Keyword Planner tool to compare popularity and get more ideas.
- Review Google results for your keywords and review the competition.
- Decide which webpages you want each keyword to rank for. (Up to 3 keywords/page)
- Review The Comprehensive SEO No-No’s List.
Once you know what you would like to achieve with your website and the keywords you need to engage with your prospects, then it’s time to roll up your sleeves and get to work.
Search Engine Optimization
There are two types of search engine optimization that will help you rank better on Google. The first is on-page SEO. This takes place on your site and involves fixing any coding or content issues that might penalize your site.
Initial Phase of Your On-Page SEO Clean-Up Plan
- Title your page or post appropriately – use your primary keyword and make sure the length of the title is less than 65 characters. (See section 9 of Optimize your page title tags)
- Write a helpful meta description that convinces people to click on your listing.
- Properly place keywords on the landing page or within an article so Google can categorize your content. Typically, your keyword is in the title, introductory paragraph, a heading, the body of your text, and in the conclusion.
- Give images an ALT tag that describes them and uses one or more keywords. Do NOT stuff the alt text with too many keywords or use phrases that don’t make sense.
- Make the URL of new pages descriptive. Example: /industrial-ceiling-fans.
- Link pages together with hyperlinks. These links help Google understand the nature of your content.
- Activate social share links on pages.
- Setup Google Analytics and Google Webmaster Tools and watch them for changes.
Once you have cleaned up your basic on-page SEO, then it’s time to create an ongoing content marketing plan.
Phase 2: Ongoing SEO and Content Marketing
The trick is to publish regular content in the form of new landing pages or blog posts. This encourages Google to crawl your site regularly. It also gives your visitors a reason to come back.
Publish a minimum of two new pieces of content each month that your audience will find valuable and shareable. Make sure it is quality content. You should always offer in-depth, original material that is relevant to one of your keywords. Link the content to the landing page on your site that is most relevant to that topic.
For example, we would link this article on search engine optimization back to our SEO services page.
Promote your new content on all your marketing channels: newsletter, email campaigns, social media, and even direct mail.
Review Google Webmaster Tools monthly or quarterly and address any “Not found” entries under “Crawl Errors.” These are broken links. Setup 301 Redirects for any important broken link.
Review Google Analytics each monthly or quarterly and see the growth trend of “Organic” traffic under Acquisition > Channels.
Check your ranking for your target keywords monthly. Open an incognito window and manually search for your listing or better yet, have Effect Web Agency run ranking reports for you.
Evaluate your results compared to your original objectives each quarterly. Some people will see changes in their ranking in the first few months (usually due to the initial on-site optimization) and others with plenty of competition will see slow growth over several years.
- Guest blog or publish an article each month on another highly-respected website that is relevant. In your article, include a link to your website homepage or one of your pages.
- Monitor backlinks and develop relationships with credible sites so you can gain new ones.
- Visit forums and answer questions about your industry. Establish yourself as an “expert” in your field.
- Create videos and add them to your posts or start a YouTube channel to reach new prospects.
Search engine optimization is a bit of work, but the paybacks are high. Done right, an SEO plan can improve your rankings and reach the right people for more qualified leads. If you need help with search engine optimization or developing a strategic marketing plan, Effect Web Agency has experts that can help you grow your business. We build beautiful sites that perform and then support our clients by guiding them in their marketing efforts.