You need traffic to your website and it’s no secret that optimizing your website for search traffic is a fantastic way to go.

“The future of SEO is here: understanding and marketing to specific and defined audiences through search engines.” Adam Audette, Chief Knowledge Officer, RKG

Key takeaways for this article:

  • Search optimizing your website IS NOT a guaranteed traffic generator
  • The keywords you want aren’t always the right keywords to go after
  • The key secret to getting the RIGHT search traffic

Search optimizing your website IS NOT a guaranteed traffic generator

Here’s the truth. Working on the search optimization for your website IS NOT a guaranteed source of traffic. Increasing your ranking and where your website places on Google doesn’t mean you’re going to get a flood of traffic. It’s also important to note that being at the top of any search engine never guarantees more sales and customers. “70-80% of users ignore the paid ads, focusing on the organic results.”

Why?

Too broad.

If you’re at the top of Google for the keyword “shoes”, you might think that this means more awesome traffic and more customers right? 1.5 million people a month search for the term shoes. Even if you captured 1% of that search market, that’s 1500 clicks! But why are they searching for shoes? Do they want images of shoes? Do they want to buy or sell? Are they browsing or getting ideas? There’s no indication of what they want and why they want to visit your site. Broad keywords aren’t always productive. They’re really hard to rank for and there isn’t any strategy behind them.

Too specific

WI based DJ Company might capture your immediate geographic ranking, but how many people are searching for that? We do believe that focusing on a geographic area is good if you’re tied to one. But don’t think that you always have to think local. Being too specific could limit the number of people that are searching for your business. Often businesses are guilty of assuming that their customers know exactly what they’re looking for or that the terminology you use is known by your customers

Where people go wrong

Research, research, research! Spend a little extra time researching the right keywords for your business.

“Good SEO work only gets better over time. It’s only search engine tricks that need to keep changing when the ranking algorithms change.” – Jill Whalen (@jillwhalen), WhatDidYouDoWithJill.com

Do people actually search for your business name? Honestly, unless you’re Apple or Nike, they probably don’t. Typically people search or ‘Google’ questions to help them solve a problem. Or if they’re looking for a specific product.

Search question examples:

  • How much should I spend on a bed?
  • How do I clean an oven?
  • What’s the best way to record a phone call?

Understanding what your customers and users want to learn and know, is exactly how you should be targeting your SEO. Now comes the tricky part – actually working on your site to build your search engine rankings. It’s not about metadata or writing tons of keywords into every page and blog post. What you need to do is create and write content that answers the questions that people are searching for. Your job is to make content that people want to read when and if they find you. SEO isn’t about tricking Google or working with spiders, it’s about creating content that wants to get read by your customers.

So how do we do it?

Structure

Having a consistent blog post structure for your posts is a really fast way to build content that does 3 things:

  1. Easy to read and digest, making it easier for the consumer to stay longer.
  2. Easier to write. Forget writer’s block, you can now write blog posts faster.
  3. Easier to crawl for search engines like Google, meaning you’ll rank faster.

If you’re struggling to create a blog post format, feel free to copy ours:

Summary – Use a short sentence to introduce the post. For example “In this post we talk about XYZ” or “If you read this you’ll be able to do XYZ.”

Optional Quote – Search the internet for a quote to use relating to what you’re talking about. There are thousands of articles and experts that you can quote and use. You could also link back to that article for SEO gains.

Key takeaways– List the 3 (or more) key points that you’re covering off in your article

Key point 1 – Write a paragraph explaining the first learning point for your topic. Give answers, show solutions and explain how to get results.

Key point 2 – Write a paragraph explaining the second learning point for your topic. Give answers, show solutions and explain how to get results.

Key point 3 – Write a paragraph explaining the third learning point for your topic. Give answers, show solutions and explain how to get results.

Conclusion – Write a brief summary. The easiest way is to highlight your favorite point in the blog and how to turn an objection. For example, “My favorite part about cleaning an oven is that it’s easier than people think. You can just leave the chemicals to work while you’re away!”

Next steps – Give the next steps if they want to take it a step further. My favorite line is “If you’re serious about this topic, then you need to…” then give an email address, a lead magnet or a something for them to follow up with.

Regular posting

Posting regular content is key to building trust with search engines and your customers alike. A posting schedule is easier to stick to when you’re writing regular content. We find writing two blog posts a week and only publishing one is a great way to give yourself some space when you really can’t write anything. Feel free to use our calendar below.

Monday – Brainstorm 5 ideas to write about, common questions, things they should know, etc.

Tuesday – Write out the structure for both blog posts. Use our framework above.

Wednesday – Write the first post.

Thursday – Publish a post.

Friday – Write the second post and schedule it for another time.

Choosing topics

Choosing topics is probably the easiest part of creating content. You have 3 main areas to find ideas:

  1. Google your own topics and industry and look at what other businesses are writing.
  2. Search forums, groups, and boards for questions that your customers are asking. LinkedIn, Facebook and Quora are great for this
  3. Brainstorm ideas that you want to talk about. Think of a few broad topics and then write down more specific titles and sub-topics for blog post ideas

We actually find it helpful to not keep everything we think of. Whenever we brainstorm 5 (or 50!) ideas, whatever we haven’t written that week, we’ll discard. If it’s really a good idea, we’ll think of it again, or come back to it.

So there we go! The truth about SEO is writing content that people want to read. Make sure to update and submit your new sitemap every time you publish new content (although you can automate this – or we can show you). Our favorite part about this is that SEO doesn’t have to be hard. If you’ve got a process and a structure, you can rank your content really quick. Just keep in mind that you need to commit. If you’re not really ready to write and create content regularly, then you’re not going to get the content you want. Not sure where to start? If you’re serious about getting more traffic from your SEO then you need to check out our SEO audit. What if we could give you every item that needed fixing on your site so you can rank on Google faster? Contact us today, and we will get you on the correct path to success.