Search engine optimization (SEO) is the practice of improving a website’s search engine rankings, which in turn increases traffic to it and generates additional business.
Search engines begin their process by sending bots out to crawl your website and collect all its content, then using algorithms to sort through this archive in order to deliver search results.
On-page SEO refers to search engine optimization techniques used on specific parts of a webpage in order to increase their rank in SERPs, such as updating content, titles tags and internal links that relate to specific search queries.
No matter the size or scope of your business, on-page optimization should be an integral component of your online marketing plan. As one of the more affordable digital tactics available to you, on-page optimization offers significant potential long-term returns on investment.
At the core of on-page optimization is keyword research. This means identifying which words your target audience uses when searching for products and services like yours; then creating content around these keywords.
Enhance the ranking and drive organic traffic to your page by optimizing keywords found within titles/headers/meta descriptions/content on the page itself.
On-page optimization involves employing structured data, which is a type of meta information used by search engines such as Google to better comprehend your content and show it in search results as rich snippets that increase click through rates and conversion.
Images should also be optimized for SEO by making sure they load quickly on both desktops and mobile devices, with alternative text that provides further context about the image’s subject matter.
Assembling these components will ensure Google can read and index them correctly, sending traffic directly from them. A good image SEO strategy also includes selecting an optimal file size so the image is loaded and indexed quickly.
Google takes into account these on-page SEO factors when ranking pages, and their importance lies in making sure that user intent matches your pages’ content. Google strives to deliver users valuable, relevant results that meet their needs.
Competitor analysis is a process designed to allow you to identify and assess those most likely to compete with your business in search engine results pages (SERPs). Its purpose is to uncover any weaknesses in your SEO campaign, identify opportunities to enhance strategy implementation, or understand any tactics your competitors use to remain ahead of competition.
No matter if your company is new or established, competitor analysis is an integral component to setting it up for success. By understanding your competitors and what sets them apart from you in their industry, competitor analysis provides invaluable knowledge that can help guide business planning processes and strategy decisions.
An effective research strategy provides you with a solid basis for understanding the products, services, and marketing approaches of your competitors’ products and services, which allows you to develop tailored marketing strategies to outshone them.
Competitive analysis can be completed on two levels; either at an overall level, or you can focus specifically on one aspect of competitors’ businesses. You should tailor the analysis according to your own objectives and goals so as to focus solely on those aspects most pertinent for you.
An exhaustive competitive analysis may take some time and resources, but its findings can provide you with invaluable insight that will assist in making the best decisions for your business. Furthermore, this analysis can identify any gaps in your marketing strategy as well as help connect with target audiences more efficiently.
As well as evaluating your competitors’ content, you should also analyze their website design and navigation. Poor web design may drive customers away, harming rankings and conversion rates in the process.
An effective competitive analysis can uncover opportunities for you to rank well for keywords that your competitors don’t rank for, giving your SEO campaign a much needed kick start and quickly building momentum on search engines.
Content creation refers to the process of conceptualizing, planning, writing and publishing digital content such as blogs, articles, infographics, videos or social media posts for publication on various media channels and social networks. Content creation is a vital element of marketing and search engine optimization strategies.
Engaging and informative content creation can drive website traffic, conversions and brand recognition – as well as increase engagement on platforms such as social media.
An effective content creation strategy begins by understanding your target audience. Understanding their needs and buying journey allows you to create an accurate buyer persona so you can target them efficiently.
Once you understand what your target audience needs, the next step should be researching topics relevant to them and creating engaging, keyword-rich content for search engines. This research should include assessing competition in the field as well as emerging keyword trends to create engaging and relevant pieces of writing that rank well on search engines.
BuzzSumo and Keyword Tool are great tools for discovering keywords relevant to your target audience and driving traffic to your website. Furthermore, it should conduct keyword gap analysis to identify missing topics in order to incorporate them into your content strategy.
When creating new content, be sure to give each piece an intended purpose in order to attract more readers and increase dwell time on the page – both of which will boost SEO ranking.
Keep in mind that every piece of content produced will have an expiry date, making it essential to continue monitoring and optimizing it over time. Not only will this help with ranking purposes, but also save both time and money by updating older material instead of creating entirely new pieces.
Once your plan is in place, the next step should be executing it with the assistance of a content creation team. An ideal team includes a manager, strategist, subject matter experts, writers and editors as well as financial and technology resources necessary for completion of a successful project.
Conversion rate optimization
Conversions are any actions deemed valuable for your business, such as selling an item, signing up for your newsletter, or downloading an ebook. They can be measured by counting visitors who take action when visiting a web page or app – in other words, conversion rates.
At e-commerce websites, the aim is usually to maximize the conversion rate – that is, increase the percentage of visitors who convert into customers – as an indicator of marketing efforts’ effectiveness and to make informed decisions regarding future strategies.
Conversion rates differ based on each business; an online store selling fast-moving consumer goods (FMCG) may have lower conversion rates than one selling insurance policies.
Before optimizing for conversions, it is essential to first establish the goals and metrics of your own business. Once identified, optimizing for conversions becomes much simpler as success metrics can help increase conversions and profits with ease.
If you need help optimizing conversion rate optimization on your website, an SEO agency can offer invaluable advice and services for conversion optimization. They specialize in performing analysis, content creation and lead generation to increase conversion rate and profit from websites.
First step to creating an effective search strategy is identifying keywords your ideal website visitors are using in search engines. Once you have your list, analyze competition and searching volume for each term to assess available traffic for each phrase while simultaneously understanding how difficult it would be to rank for them.
Web analytics tools such as Google Analytics can also be invaluable resources, providing vital insight into your website’s conversion rates and success metrics, while simultaneously helping identify pages which need improvement as well as those with the greatest potential to do so.
Once you’ve identified your key metrics and target audience, A/B testing to enhance these areas for higher conversions can begin. These tests could involve anything from fine-tuning design elements to adding brand new features.