You want to rank no.1 in Google for certain keywords. The problem is, so does your competition. I can help you optimise your website and content today and also build an SEO strategy for the future.
What is SEO?
The process of affecting a site’s visibility in search engine results for certain search terms. If you own a used cars business and want to appear top of Google search results for ‘used cars’, you’ll have a hard time making it to no.1 spot because of the sheer volume of competition. However, if you’ve got a really useful, innovative website that produces more content than all of the competition combined, then eventually you’ll get there. It won’t happen overnight, but Google do reward quality websites that adhere to best practice guidelines and provide value to end users.
Show me an example
Initially, your best bet of getting traffic through search engines is for longer search phrases known as ‘long tail’ keywords. Sticking with our used cars example, here are some suggestions we might be able to target:
- used cars ireland
- used cars dublin
- opel astra for sale dublin
- 2012 opel astra for sale ireland
- 2012 opel astra for sale dublin
Using google’s keyword research tool, we can estimate roughly how many people per month are searching for those terms. If there’s a significant number, then we could optimise our content based around those keywords. The other benefit of long tail searches is that conversion rates tend to be higher because users are searching for more specific things.
It’s the equivalent of having two customers walk in to a showroom:
- Just browsing, no intention of buying anything on the spot – they just doing general research on products, pricing etc…
- Knows exactly what they want and are further along the buying process.
Number 2 is more of a qualified lead, with a greater chance of converting in to a sale. Long term search traffic is a bit like no.2. There won’t be much volume but the quality of traffic coming to your site should be better. That’s the strategic end of SEO… figuring out what search terms we want to rank no.1 for (and being realistic about our chances).
As for execution, that’s largely all about creating content based around our strategy. A paragraph of text copied from wikipedia isn’t going to cut it. If you’re serious about crushing your competition and picking up as much traffic as possible from Google, you need to provide real, unique value to users. This is where we need to get our thinking caps on… “What would be interesting to read that relates to Opel Astras?”… how about a ‘top 10’ list of common problems with Opel Astras?
You may think this is risky as it’s effectively highlighting common flaws with a product you’re selling, however there a couple of benefits to doing this:
- It shows you know your product and that demonstrates expertise / passion
- It shows you’re honest and that makes customers trust you more and value your opinion on other things
You could follow it up with a ‘Top 10 best things about Opel Astras’ or something along those lines. It’s then a case of repeating the process, monitoring performance of content & search traffic and figuring out what works and what doesn’t. SEO is not a one-off thing. It’s a combination of copywriting, marketing and web development and if you want to keep growing your traffic, you need to keep investing in content creation.