A well-planned search optimization strategy will maximize visits to your site and blog.
Get Found to Get Results
Now, let’s start learning how to use SEO to bring the right eyeballs to your site.
If you have read my earlier posts, you have now learned how to use copywriting on your landing pages and posts in order to drive the actions you want visitors to take on your WordPress site and blog. But if no one gets a chance to see the media content on your blog you will not see any results. There are many ways to drive traffic to your site. The way most prospects who are not familiar with your business will find you is via search engine results (serps).
The Next Web has posted stats that show just how critical SEO is for your company:
- 80 percent of consumers search for a product/service before purchasing it
- 70 percent read online reviews before making purchase decisions
- 68 percent of consumers begin their decision-making while searching for a keyword
- Websites that blog regularly receive 55 percent more traffic and over 80 percent more leads compared to websites that don’t
- Over 70 percent of search clicks are organic
Because SEO is an aspect of content marketing that changes monthly, weekly or maybe daily, I will only cover the basics of search engine optimization here. The search optimization service, Moz, has some useful resources that are always up to date at http://moz.com/learn/seo. As of this writing in late 2014 I can also recommend the book, SEO Made Easy, by Evan Bailyn. This author has a great understanding of what you need to be doing with search optimization.
Let’s start with a few definitions:
- Keyword – an informative word used in an information retrieval system to show the content of a document. Searchers often combine them in keyword phrases. Hence, they are also known as search terms.
- Guest Blogging – writing blog posts for external blogs with a link back to your site’s content in the author biography.
- Hashtag – a word or phrase preceded by a hash or pound sign (#) and used to identify the topic of social media messages.
- Algorithm – a process or set of rules followed in calculations that search engines use to determine their results.
- URL – uniform resource locator. Also known as URL address (what shows up in a browser’s address window).
- Backlink – an incoming hyperlink from one web page to another website.
- SERP – search engine result page.
Ranking factors for search engine results
The two factors that most impact your serps are external links to your content and your pages/posts titles.
If you want to use the major component of search engine ranking to drive traffic to your content, there is one single, but time-consuming thing you must do. You must create extraordinary media on your blog. Content that people will want to share with social media and link to on their website’s pages and posts. These are inbound links to your site from external websites, not links in your content to other sites.
Your content must provide real value to visitors and make their lives better. When other people link to and share your content, it shows Google and other search engines that your site is authoritative, trustworthy and useful. They will then feel comfortable recommending your posts and pages in their search results.
Acquiring quality links back to your site takes a long time to bear fruit. You must get them via shareable content if you want to show up at the top of the results for your keywords. You must post fresh content consistently and regularly. Longer posts show your expertise so make sure they are around 500 – 1000 words in length. Posts larger than this are hard to consume on mobile devices. This content must inspire people to link back to it from their sites. Moz has a tool, Open Site Explorer, which will show you who is linking to your site at http://moz.com/researchtools/ose/. You will need to paste individual page/post URLs into the tool for analysis.
Guest blogging on other websites is an excellent way to get links back to your site. But, the content of your guest posts must be just as good as anything you would put on your site. It must be unique content to the third-party’s site not something you have copied and pasted from your blog.
One thing you should never do is buy links. Ever. Google in particular only credits you for links from sites that do not sell links. If you buy links, Google will punish your rankings. [Read more…] about Search Engine Optimization Brings the Eyeballs to your site