It’s no secret that a website is a necessity for any business. This is where potential customers can find every they need to know about your business such as service offerings, business hours, contact information, etc. However, with so many websites now being created business owners are faced with a new problem, how to lead these customers to their website.
This is where Search Engine Optimization (SEO) can help. This process involves continuously enhancing website content to score a higher search result ranking. Why is this important? With over 65% of all clicks coming from the first five organic search results, achieving a high ranking is essential to driving traffic to your site. There are many different strategies for generating strong SEO, but perhaps the easiest and most effective way is effective content. Follow these steps to be on your way to the top 5.
Use Targeted Keywords
When starting the process of content optimization, you need to first establish which keywords to include on your website. Think of these as potential words or phrases that a potential customer might use while searching for your business online. When the search is made, the search platform (Google, Yahoo, Bing, etc.) will scan for websites with these keywords and display the best-fit ones.
Research is an important step to figure out which keywords are best. First, brainstorm which words or phrases are most relevant to your business. Think of product offerings, benefits, customer pain points, and location. Next, research which of these phrases are popular among internet searches and will drive the most traffic to your website. There are many paid tools that you can use, but a great free tool is Google Trends. This platform allows you to track keyword search popularity over time and compare them against each other. Below is a great example of how a home landscaping company could use Google Trends to decide which keyword to use. From this graph, you can see that using the keyword “landscaping” would reach a much larger audience than “maintenance”.
Keep Your Writing Simple & Educational
The SEO process does not stop once a user has arrived on the website. Now you must keep them engaged. However, if a user arrives on a webpage where they do not understand the content, they might quickly exit out. Unfortunately, this creates a high “bounce rate” (when a user exits the first webpage they arrive on) that negatively affects SEO.
Instead, assume the user knows nothing about your business or industry. Make sure the text is easy to understand and focuses on educating. Explain your product or services in the simplest form and highlight benefits to the reader. As a result, the potential customer will spend more time on your website, improving your search ranking.
Consistently Update Content
When a potential customer is browsing your website, they are hoping to learn more about your business. This means your content needs to be accurate. Make a habit of regularly checking your content to make your business hours, product/service offerings, and contact information are up to date.
Additionally, consistently adding new content to your site can be an effective way to keep returning users engaged. One way to do this is by starting a blog. Blogs will improve SEO as they create another opportunity to insert relevant keywords and increase the time users spend on your site.
Achieving strong SEO for your website is not a one-time fix, but a consistently evolving process. With our targeted website copywriting, Em and a Pen can help your business get in front of the customer you need. Contact us today to get started.