Thank you for attending today’s SEO “get-in-shape” webinar. A few main takeaways that you can integrate into your own SEO program to make it healthy and smooth-running this year are:
1. Get found by the search engines
Google search bots follow links to get from page to page on your site. In order to ensure that your site is visible to the search spiders, you must first understand the process of crawling and indexing that defines how results are served to each individual search query.
Search spiders discover new and updated pages on the web on a daily, weekly, or monthly basis. Through this process, your site is indexed as search spiders compile data from crawls into data centers. When results are served, they are based on relevancy to the exact search query. Over 200 factors are considered
2. Choose the right keywords
Identify the top 5 keywords your company needs to appear #1 on Google in the search results. Then, evaluate where your company is currently ranking on these terms.
Try developing a mapping document to target 3-5 keywords per page of your site. This will allow your SEO impact to be spread equally among different pages of your site. This strategy will enable search spiders to recognize and understand the theme of your site as it relates to relevant search queries. Thus, your site pages will rank accordingly. You do not want to rank for terms that will bring the wrong audience to your site. This will cost time, resources, unwanted clicks, and a higher bounce rate on your website.
3. Generate leads
You need to capture audience interest within seconds. Tell visitors what your site is about and communicate your business proposition upfront. Try using graphics and hero images to direct attention to your main call-to-action. Keep your content clear, short, and to the point. Online readers scan instead of reading your content in full. Therefore, be sure your most important points are bold and simple. This allow your visitors to realize and understand your key takeaways and hopefully prompt them to browse through more pages of your site and follow a conversion path to the end before leaving.
4. Evaluate your lead quality
Analyze the keywords that are resulting in conversions and the conversion paths that are proving to be most successful. Keyword success means:
– Being able to pinpoint the keywords that bring converted leads to your site and your forms
– Using keyword selection and mapping strategy to optimize your keyword list
– Carefully attributing an accurate lead source to each closed deal
– Using an attribution management tool to measure the best performing keywords
Optimization should be approached as an ongoing project. To keep your SEO machine in tip top shape, dedicate specific resources and time to getting ahead of the competition online.
Join us next week on January 25th for our Google webinar: New Google Analytics Updates: What Every Marketer Needs to Know. As seating is limited, we recommend you reserve your space soon!