SEO and Your Business
Search Engine Optimization (SEO) describes the process of getting your website as highly ranked in the search engines as possible. The vast majority of the time when we are talking about SEO, we talk about a site's position in the Google rankings. To a lesser extent, we can also talk about SEO with regards to a site's position in Bing, Microsoft's rival search engine to Google, which has gained a bit of market share in the last year or two.
Of course, the end goal of any business is to get more leads and thus more revenue.
When your site ranks high for relevant search terms, you will get more clicks to your website and thus more website traffic, of this much we can be certain.
For example, if you are a dentist in Chicago, you want your website to
be as high as possible on the first page when someone searches for “dentist Chicago.” That much seems obvious.
However, a lot of businesses ignore going after search terms that are possibly more relevant to actually getting people through your door.
For example, when somebody searches for “get root canal Chicago” or “get teeth cleaning Chicago” they are clearly likely to want to get some work done in the near future! If your site came up at the top for as many searches like that as possible, it could mean a huge increase in revenue and overall profit for your business.
The Value of a Google Click
Google has 10 spots up for grabs on its first page of search results, after a user has searched for something using the Google search engine.
It possibly goes without saying that the most valuable spot for your website and thus for your business is the number one spot. You will get the most clicks to your website if you are at the absolute top of the results page.
Research shows that you will get from 35%-50% or more of searchers' clicks if you are in the number one position for a search term. This is your click through rate (CTR), meaning out of all the people who search for a certain term, usually 35-50% of them will click on the website in the number one position.
Obviously that number is the lion's share so being number one takes high importance. By contrast, the number two result gets around 12% of the clicks, and the results at the bottom of the page, from 8-10, get around 1%-2% of clicks.
As you can see, your CTR fluctuates wildly based on where you sit in the search results.
Any SEO strategy you employ for your business website should focus on two things. First, you want to place as high as possible for your search terms, preferably number one or two. Secondly, you want to rank highly for as many search terms as possible. If you do both of these things you can dominate the search rankings and get more clicks and thus traffic and leads for your business. Once you identify the keywords you want to rank for, focus on those two aspects.
More on Keyword Research
Obviously when someone searches for “hot rod Denver” and you are an insurance salesman in Boise, you do not want your website to pop up as it's not relevant. That would be ridiculous.
However, there's an important deference in knowing what search terms for which you should rank contrasted with for which search terms you think you want to rank.
You may think, as is obvious, that you should rank for “insurance agents in Boise” and that's that, you have done your keyword research! While that can be an easy term to pick, you want customers as eager to spend money as possible so a more valuable term to you would be “buy life insurance Boise” or even “get life insurance Boise.” Those are what we call buyer keywords. Meaning, of course, that searchers searching for that term are obviously ready to buy and will be more of a hot lead than just “Boise insurance.” A search for “Boise life insurance” is again, a bit more specific and more likely to get a sale, as well.
KEYWORD RESEARCH cont.....
As you do your keyword research, just remember that you want to go for several keywords, with buyer keywords as laser targeted as possible. While one individual keyword may not get a copious amount of search volume, if you are ranking high for several of those low search buyer keywords, it can lead to a successful overall strategy of getting as much traffic to your website as possible from the search engines.
Anyone can easily research the search volume of terms searched in Google by using Google's free keyword tool. By this, I mean that you can see if “Boise life insurance quote” gets 50 searches per month or 500 searches per month. It will not be a 100% accurate prediction of search volume, but gives you a general idea which search terms could possibly get you more website traffic if you ranked in the first few few spots for those terms. However, remember first spot gets far more clicks than the other spots, and it can be easier at times to rank for search terms with a bit less search volume compared to those with more search volume. If you can rank for a lot of search terms with lower search volume it can make up for the fact that each individual term may not get thousands of searches per month. Always look at the overall picture with your SEO strategy and do not get too caught up in playing the search volume numbers game.
How to Rank on Google & Other Search Engines
Two main elements determine your search engine ranking. SEO specialists refer to these elements as “on-page SEO” and “off-page SEO.”
In a nutshell, on-page SEO means that the website “page” that you want to rank for a certain term should be optimized for that term as well as is possible. For example, if you want to rank for the term “Phoenix Suns sports bar” then you should have some content on
your page about Phoenix Suns sports bars. It should be in the title of a blog post, for example, and information about Phoenix Suns sports bars should be on the page and you should use that exact phrase and a variation of it, a few times. There are some tools you can use which get this down to an exact science, as well.
On-page SEO, however, also means that your site generally engages users of your targeted search term and keeps them on the page once they land on your site. Basically, on-page SEO should take a holistic approach in that you want all the factors to show the search engines that your site is absolutely relevant for that search term.
Off-page SEO can be summed up in one word, backlinks. A link on another site that points to your site, for example, is a “backlink” to your site. People have gamed the system in the past with this by using quantity over quantity and gettings thousands, tens of thousands, or even hundreds of thousands of irrelevant backlinks pointing to a site to get it ranked in the search engines. This can be risky as Google and other search engines are constantly updating their algorithms to devalue these strategies.
Getting relevant links from a healthy, random variety of authority pages has worked for the last 10 years and continues to work today. One way to do this is to create a blog and write a high-quality post that other blogs in your industry would love to link to because it gives top quality, relevant information. You can follow another, similar strategy by writing another helpful article and asking authority blogs if they would like some free content for their site as long as they leave a link back to your site at the end of your post. Finally, you can issue online press releases when relevant and submit these press releases to as many news and information sites as possible. The more that accept the release and leave a link back to your site the more variety of valuable links you will have that can affect your rankings positively.
Thank you for reading the short report I prepared for you. If you want some help creating an SEO strategy or want someone to do all of this for you, just email me or give me a call.
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