Search engine optimization (SEO) is one of the most important aspects of running an online business today. It involves using a variety of strategies and techniques that will help to make your website more visible on search engine results pages (SERPs) for queries related to your niche or industry. This can help you to reach more of the right people and make more sales.
In this article, we’re going to outline five different SEO strategies you can use to attract more customers. Let’s get started.
Allow keyword research to inform your website copy
One of the most effective ways that you can ensure your web pages rank for relevant queries is by optimizing your copy with the most relevant keywords. Keywords are words and phrases relevant to your niche that give search engines more context as to what your website is about. When you weave these keywords into your content, you’ll rank higher on the SERPs for relevant queries, attracting more people to your website.
To conduct keyword research, start by heading to a tool like Google Keyword Planner with a list of words and phrases related to your business. Plug these words into the planner, and Google will provide you with a list of keywords based on their competitiveness, or how hard they are to rank for, and their average monthly search volumes. Look for keywords that are very relevant to your business and the specific page you want to optimize — weave these into your titles, headers, and copy, and you can give Google a better idea of what you sell, which can help you secure a higher position on the SERPs. This will allow you to attract more people who are looking for products, services, or content like yours!
Just keep in mind that you should only target any given keyword on one page of your website. If you target the same keyword on multiple pages, Google can get confused, which will hurt your chances of either page ranking well. This is called keyword cannibalization and should be avoided.
Let’s take a look at an example of a business that has well-optimized web pages for inspiration.
Famoid, a social media growth service provider, has a great service page that is well-optimized. Above you’ll see their Instagram service page, which ranks on the first page of Google for relevant phrases with a collective monthly search volume of 136,020. This is a very impressive ranking, likely achieved by them weaving relevant keywords into their headers and body copy. This tells Google more about what their website offers. Because it ranks highly on the SERPs, it’s likely to draw in relevant traffic and help the company earn more sales.
On your website, you can do something similar. Weave relevant keywords into your product or service page copy. This will help to give Google more information about what you sell and who might be interested in it, so the search engine can rank you for the right queries and send high-quality traffic your way.
Focus on building links on relevant websites
Link building is a huge part of SEO. This is the process of acquiring links from other high-quality websites back to your own. When this happens, Google takes it as a vote of confidence in your authority and will give you a boost on the SERPs as a result. This means that link building can help you draw more people to your website and boost your sales!
There are a lot of different ways you can build links. For instance, you can guest post for other websites in your niche, create resources that other people will want to share with their audiences, or give people quotes for their own content.
But, before trying to build links on a certain website, you’ll want to check its domain authority. This is a score that predicts how likely a website is to rank highly on the SERPs, and therefore how high-quality their links will be. There’s no definitive score that’s considered a “good” metric — it’s best used comparatively. Look at similar websites in order to get a good idea of what an average score is in your niche, and then target those at the top end.
Create great content you know your audience wants
Content marketing is another really important part of SEO. This is the process of creating content for your website that your target audience will be interested in.
To come up with ideas for content, look back at your list of keyword suggestions from Google Keyword Planner. Many of these keywords can be used to inspire new content topic ideas, or even work as subjects on their own! Weave these keywords into your content to get a healthy SEO boost. If you can create great content that your target audience will enjoy, you’ll begin to develop a relationship with them and make it more likely that they’ll buy from you in the future.
Let’s break down a few different types of great content you can create on your website with examples for inspiration.
How-to guides outline a process for a website visitor. If you can help your target audience solve a problem or do something for themselves, they’ll view you as a trustworthy source of information and be more likely to want to make a purchase with you.
Musician Authority, a website dedicated to teaching people how to play different instruments, has a variety of how-to guides on their website. For instance, their how-to guide on playing guitar is very straightforward. It outlines what readers need to know about different guitar parts, techniques, and more. By publishing this how-to guide, Musician Authority can boost their search engine rankings and attract their ideal audience to their website.
Think about what kinds of how-to guides you could publish on your business’s website. What processes are your ideal customers curious about, or what are you an expert in? Providing valuable information that solves a real problem can help you to build strong relationships and make more sales.
Ultimate guides outline everything a website visitor needs to know about a particular topic. These guides are also very thorough, giving you plenty of opportunities to weave in keywords that will help you to attract your ideal customers.
ScrapingBee, a website dedicated to data extraction and web scraping, has a great ultimate guide on python web scraping. The guide covers everything someone would need to know about the subject, including which tools Python uses to scrape the web, opening sockets, and more. It has something to teach just about everyone, making it a great ultimate guide that can draw the most relevant people to the ScrapingBee website.
Think about what kinds of ultimate guides you could write for your website. What is a subject you know inside and out? What are you an expert in? Writing ultimate guides on these topics can help you draw your ideal audience to your website and get you more sales.
Styling guides are an excellent form of content for anyone selling clothes, accessories, and the like. These guides take a single piece of clothing or an accessory, for instance, and outline a variety of different ways to wear it. People who find this content on your website will see they can trust your expertise and are sure to feel inspired, making them more likely to make a purchase.
StitchFix, a clothing subscription service provider, has a ton of great styling guides on their website. For instance, they have a jean jacket styling guide that does several things well. The article covers finding the right fit, what to wear with different colored jackets, and more. The guide is very helpful for StitchFix’s ideal audience, namely men who are interested in fashion, but aren’t sure where to start. These people are prime candidates for their paid subscription services — in other words, this article can help StitchFix get more sales.
Consider whether writing styling guides for your website would be a practical choice. If you sell clothing or accessories, you can draw relevant traffic to your website with these guides, helping you grow your sales down the road.
You can cover industry news on your website by discussing important developments in your industry on a regular basis. This type of content shows website visitors that you are on top of the latest news and trends, and will keep people coming back for more. This can then increase the chances of your website visitors eventually making a purchase with you.
Neil Patel, an expert digital marketer, publishes great newsworthy content across his website. His article on digital marketing tips for the holidays does several things well. First, it shows readers that Patel is always on top of the latest news and trends in the industry. This makes them more likely to trust his brand. The article also outlines different tips to get the most out of holiday marketing, including using paid ad campaigns, creating gift sets, and more. It’s sure to attract people who are looking for holiday marketing tips. And, once they’re on the website, they’ll see that the writer is a trusted expert, making them more likely to spend money with him.
On your website, be sure to regularly post content that’s relevant to holidays or trends in your industry. This will keep people coming back to your website for relevant content and encourage people to make a purchase.
Incorporate internal links into your website copy
Internal links are very important for SEO — they help give search engines a better idea of how your website is structured, what different pages contain, and which web pages are the most important. This can then help Google rank your web pages more accurately, which will send the right people your way and lead to more sales.
There are a lot of different ways you can incorporate internal links into your website. Here are some examples:
- Include them naturally in your category page copy
- Add related categories to your product or service pages to help your customers browse more products
- Include internal links in your blog content to encourage further reading where relevant
Let’s take a look at an example of a website that uses internal linking well for inspiration.
HubSpot, a digital marketing company, uses internal linking well in their content. For example, in their list of 2021 marketing statistics, they link to a variety of different HubSpot articles and guides to help the reader find the information they are looking for. This is a great internal linking strategy — HubSpot has created a ton of opportunities to build internal links in this guide, and it works very effectively. When Google and other search engines crawl this website, they’ll get a much better idea of the structure and what pages are the most important. This will help them rank HubSpot for relevant searches, boosting their SEO!
For your website, be sure to keep internal linking in mind when writing your content. Not only will it give interested readers another place to go to learn more about a topic, but it’s a great SEO strategy that can help ensure you’re ranked for the most appropriate queries. This will draw the right traffic to your website and ultimately grow your sales!
Make a real effort to keep your bounce rate low
If you have a website, you’re going to want to keep your bounce rate low. This is the percentage of people who come to your website and then quickly leave. When this happens, Google assumes that your website isn’t helpful to website visitors, which will hurt your SEO.
There are a lot of reasons why your bounce rate could be high. For example, you might have a disorganized homepage, a slow loading speed, or your website may not be engaging enough.
Here are a few tips for reducing your bounce rate:
- Have a fast loading speed (try to keep it under two seconds)
- Add interactive elements to engage the visitor
- Add imagery that people will want to look at
- Implement a sophisticated search tool that helps website visitors find what they’re looking for
For inspiration, let’s take a look at one business that has done a great job of optimizing its website to keep its bounce rate low.
TruthFinder, a public record search engine, has a very helpful tool right on their homepage. As you can see in the image above, a reader just has to plug in the name, city, and state of the person they’re looking for, and then TruthFinder will search through public documents. Because this sophisticated search tool can immediately help website visitors find what they’re looking for, it’s likely to help keep TruthFinder’s bounce rate low and boost their SEO. This means that website visitors will likely stick around to make a purchase.
Add a helpful tool or other engaging elements to your website in order to lower your bounce rate and boost your SEO. This will help you rank higher on the SERPs, drawing more traffic to your website and ultimately increasing your sales!
SEO is a tricky beast and a lot of work needs to be done to get it right! In this article, we outlined different tips that every small business can use to attract more customers, including by writing great content and building backlinks.
Take these tips onboard and it won’t be long before you start to see your site attract a lot more organic traffic!
Author bio & headshot:
Adam Steele is the COO at Loganix, an SEO fulfillment partner for agencies and marketers. We build easy-to-use SEO services that help businesses scale. If you liked this article, please check out our SEO guides and templates on the Loganix blog.