The access to the internet and the need for technology in all aspects of business have made the importance of a well-functioning website that much more important for your business growth. In order for a website to be functioning well, you need to take the time to optimize it for the purpose of search engine rankings. There are a lot of factors that play into how this works, but if you do not take the time to optimize the website then there will be much less traffic arriving to your page and that will lessen your opportunities for conversion. The average conversion rate is about 2% for any digital marketing effort, but particularly on a website. Often times, people are simply on your page to find information so it is difficult to get them to purchase on that first visit. If you are not optimizing the site then you are lowering the chances of conversion because 2% of a smaller population of traffic will result in diminished earnings.
There are three main ways that you get traffic and conversion on your website. You can utilize paid search campaigns, you can concentrate on local search campaigns and you will also have organic search campaigns. The difference among these is going to depend on your business goals more broadly. For example, if you own a shipping company that operates in multiple states or locations then focusing all of your energy on organic results will limit the hyperlocal markets that you are looking to highlight. Paid search campaigns are important for getting any business off of the ground to start taking off, but it may not be in your budget. If you are looking to build long-lasting relationships with your potential customers then organic search may be the way to go because it will be more content-heavy.
The most important thing is to know what tools are available to you in order to develop the most comprehensive strategy. Google Analytics is a really important tool for any business owner to understand in order to keep track of what is working on the site and what isn’t. You can run a query report, check what keywords are most effective and also understand where the traffic is coming from to know whether or not you are hitting your target markets. There are also research tools online that will help you find keywords that are the most impactful to your business. This will help you create content with intention that will give you the best chance of conversion rates.
In regards to developing content based on your keyword strategy, it is really important to know your limitations and abilities. Not everyone is a great writer and if you know that you are not able to create content that has meaning, then it is best to outsource that work. It is also important to create a robust content strategy that is not limited to your website. The content that you create should reflect your keyword and target market strategies in every aspect of your digital footprint. You should be creating it for the website, but you should also be creating it for social media and email marketing as well. If you do have a paid ad strategy then the copy for that also needs to reflect the same strategy. When creating content, you also have to remember to utilize links. The way that search engines rank sites is by analyzing how many links to that site there are. That means that if you utilize cross-marketing with another brand then you both need to make sure to use a lot of links to promote each other. You can also do what is called backlinking, which is creating content on your site that uses links to other sections of your site.
Of course, all of these tools are important but the most important part of improving your rank on Google is to understand that it is going to require consistency. You cannot simply optimize a site and leave it out to dry. There are several factors that you need to constantly be checking on because the algorithms are always changing, the market and digital reality of online business are always changing and your website can also develop bugs that will impact your ranking. Always be taking the time to analyze not only your traffic, but how your traffic is interacting with your site. You need to know what pages have the highest bounce rate, what links are attracting people to click and learn more and what keywords are having a negative impact by driving irrelevant traffic to your page. It is equally important to check the page load times and make sure that the technical functionality of the website is up to par with where it should be. Cookies and other issues can create loops on your page that will highly impact how your website shows up in a Google search and also how users perceive your business.
Ranking on Google is the golden ticket to accessing a large market on the internet and it can really make or break the future of your business depending on how you handle it. Being sure to keep things fresh and innovative is important, but it is equally important to keep an eye on the fundamental nuts and bolts of how to keep your website functioning well. Understanding how every campaign interacts with your online audience and how your website is built to support or undermine those campaigns is a full-time job! If you need to learn more or feel frustrated, just stay focused on continuing to educate yourself in the matter. There are blogs and podcasts, even free mini-courses online that will help you understand digital marketing better and make your better at it!