Are you focusing on what is most important with your Search Engine Optimisation (SEO)?
The most important thing is NOT to rank in that sought after number 1 place in the organic search results in Google. Your goal is to get more people to your website and get more sales using the power of SEO.
How do you do that?
- You ensure you are optimising your website for the right keywords
- You ensure you are getting clicks through to your website from your Google results
- You turn that traffic into sales
But if you aren’t covering all 3 of these things then your SEO efforts are a waste of time.
Are you optimising your website for the right keywords?
You want to ensure that the keywords that you are optimising your website for, are keywords that your ideal clients are using in Google search and that the search relates directly to what you offer.
You also need to ensure that you are including keywords that are “buying” keywords. Those keywords that people are using when they have their money ready to purchase as soon as possible.
Are you getting clicks through to your website from your Google results?
Is your search results enticing people to click on them to learn more on your website? Your meta title and meta descriptions that are set up in the backend of your website are the items that show in the organic search results when Google returns a page of your website as a result.
What your meta title and meta description say are very important. In fact, a recent SEO And Intent Survey carried out by Ignite Visibility found that 62.9% of respondents said meta descriptions were the most influential factor in their decision to click a certain result.
The survey also found that most people looked at more than 3 search results before deciding which one to click.
So you could be in the number 1 spot but if you don’t have a good meta description the number 2 result may get all of the clicks.
Ensure your meta title and meta description gives some information and makes sense. Think of it as a mini advertisement that encourages people to click through to learn more.
Are you turning your traffic into sales?
Once visitors land on your website are they finding the information they need easily or do they have to search for it?
Is your website easy to navigate? Does your website load quickly and is it easy to view on a mobile device?
Are you capturing visitors’ details to re-market to them? Do you make it easy for them to purchase from you or submit their details depending on the desired result on individual pages?
These are all extremely important factors. You don’t want to go to all that effort to get people to your website to have them click away quickly.
Check your data regularly to ensure that all of these things are being optimised and fine-tuned on a regular basis.
Have Google Search Console and Google Analytics connected to your website and examine how people are finding your website, what pages they are clicking on and what traffic is converting.
Install software onto your website to see what actions people are taking, where they are clicking and at what point they are leaving. I use Hotjar to do this. There is a free version that allows you to take recordings of real visitors behaviour on your website. By seeing your visitor’s clicks, taps and mouse movements you can identify any usability issues.
As with everything in marketing, your website optimisation isn’t something you set and forget. You need to be analysing your results at least once a month and tweaking things to continue to improve your results.