What do search engines like Google want? The most relevant results for a search query. And the best way to achieve this is to provide great content that your clients are searching for, using a few techniques so search engines can find this easily. Google is increasingly customising search results based on location, user and device; people are also using natural language and searching using tools like Siri. The result is you need to consider a holistic view of SEO, and your digital marketing strategy is key. There’s a great recent article on Forbes about the importance of digital marketing.
You need to start with a mobile optimised website for ranking on mobile search results. If you’re not sure about your current site, take the mobile-friendly test and check out your website URL. We’ve posted about Mobilegeddon previously - with more people searching on mobile devices it’s time to upgrade, and quickly, if you failed the test.
There are some basic requirements when you set up your website, including use of HTML tags - how you use these will affect your content appearing on search results pages. Use your Title tag, meta description and H1 (heading) tags with this end result in mind. Take a look at the SEO guides Xero recommend for more detail on your setup.
Long term game plan
SEO requires sustained effort over a longer term - while you might see some results after a few months, expect up to 12 months of activity to really see a significant impact on your search results rankings. Content marketing is the most effective way to improve these rankings. Target ‘long tail’ keywords with content that uses them, or gain more inbound links by creating great content that will attract them. Search results are dynamic with the algorithms used continually changing, so high quality content is the key to success as you create great content worth linking to.
Social Amplification using social media
The metrics that matter are leads and sales. Once you create great content you need to tell people about it! Use the power of social amplification with social media and get your message out to as wide an audience as you can. Interestingly too Twitter content is now indexed on Google which may have a future impact on rankings. Your social media activity provides an opportunity to present your company as a thought leader and influencer. Set up Hootsuite or similar to post your content across multiple social media channels and test and measure to see what works best. Monitor the effectiveness of your content marketing strategy with Google Analytics and keep tabs on your Conversion Rate Optimisation (CRO). Or in other words, how can you then convert your website visitors into clients?