Practically since the dawn of the internet, websites have been obsessed with traffic. How much traffic is enough? There’s no such thing. No matter how much traffic you have, you always want more. For a business, this equation is simple: more visitors means more potential leads; more leads means more potential sales; and more sales equals more money. That’s what you started this business for anyway, right?
A huge percentage of all web traffic comes via search engines – and by search engines, we basically mean Google (they own two-thirds of the search market. No one else comes close). SEO is the practice by which we try to make ourselves look good for the search engines. We format our sites based on SEO strategies so that they appear high in Google search results, which is absolutely critical: you want to be as close to the top of the search results page as possible. Every result after the first comes with a precipitous drop in clicks. And if you land on the second page of search results? Forget about it. That’s the equivalent of search engine Siberia (it’s not as cold, but definitely just as cruel).
If you find that your site isn’t ranking high enough in Google search results, then you need to reevaluate your SEO strategy. Here are four things you can do to improve it:
Evaluate your keywords
When you started your inbound marketing campaigns, you should have determined which keywords to focus on to help your Google ranking. If you’re struggling for traffic, you might want to take another look at them. Are they the best keywords you can use? Are there other keywords your potential customers might search for more often?
Use those keywords regularly
If your keywords are fine, then you might not be using them effectively. Every blog headline should have at least one keyword, and use keywords as much as possible throughout each blog article.
Produce more content
Many companies fret over content creation, and therefore don’t post new stuff often enough. But blogging regularly keeps your site fresh and relevant (which Google likes) and also increases the size of your online footprint (which also pleases Google). Strive to update your blog at least 3 times per week, and don’t be afraid to post more often if you can manage it.
Don’t be afraid to localize it
One of Google’s past algorithm updates, referred to as Pigeon, placed extra emphasis on localizing search results. What does this mean for you? It means you shouldn’t hesitate to include local information in your blog articles and headlines.