Search engine optimization (SEO) is a handy tool for building a respectable ranking for your website. But 75% of that ranking depends upon your off-page SEO.
Your off-page SEO is based on the authority of your website; particularly what other websites communicate about yours. Another way to say it is: websites with higher authority will rank better than websites with lower authority.
Inbound links are the main influencer on website authority. When another site links to your website or even a page on your site, that constitutes an inbound link.
More inbound links, especially from websites with high authority, will create the kind of link love that lends authority to your site.
For instance, an inbound link from the New York Times website will give your site much greater online authority than a link from a low-traffic blog with a tiny readership.
The greatest tool for attracting solid inbound links is the creation of valuable, remarkable content that prompts other sites to link to it. You can also increase your site’s inbound links by sharing your content in social media and, of course, optimizing it so search engines can easily find it.
A recent search marketing benchmark report by Marketing Sherpa found that SEO has been most effective at increasing website traffic. Other objectives included increased brand or product awareness, increased lead generation, improved product reputation, increased online sales revenue, etc.
It’s reassuring to see increased website traffic as the primary objective. If your SEO isn’t increasing the number of visitors to your site, then your SEO needs more attention.
Once you understand the impact of optimizing your website to make it more search engine friendly, both on and off-page, you’ll see why SEO must be a top priority.
Once you realize the impact SEO can have on your revenue, you’ll understand why it’s worth attending to today and not procrastinating.
The Website Architects help you put it all together for the ultimate lead generation website. Contact them today for a free website persuasion analysis.
There are two separate categories of SEO:
On-page SEO pertains to how friendly your site’s content is to internet search engines. It comprises roughly 25% of how search engines score and rank your site. This is a relatively easy thing to improve.
Off-page SEO is connected to your site’s overall web “authority”. This authority is determined by what other websites say about your site. Improving your authority takes a bit more effort. We’ll cover this in greater detail in a later post.
For now, let’s focus on the basics of getting your on-page SEO squared away.
Hubspot offers a free Website Grader than will analyze your site for SEO effectiveness. The higher your score, the more effective your optimization is. Don’t be upset if your SEO score comes back lower than expected. On-page SEO is relatively easy to improve and requires much less effort to get favorable results.
Other key elements of on-page optimization include:
- Page Title-the text at the top of your browser window when viewing a web page.
- Meta Description-the brief site description in Google search.
- Headings-paragraph titles or text in larger or bold print.
- Cascading Style Sheets(CSS)-the back-end code of your website.
- Images-especially images with keywords in the file name.
- Domain Info-search engines favor sites that are registered for longer time periods.
- MOZ Rank– a general measure of your site’s online authority.
- Google Crawl Date-fresh content invites Google to crawl your site regularly.
- URL Structure-this structure is about how different URLs connect with each other.
Like the old commercial that stated “It’s not nice to fool Mother Nature”, our goal isn’t to trick search engines. We’re simply creating an easier path for the search engines to find your site so they can direct more prospects to you.
Properly architected lead generation websites keep visitors engaged and informed by providing elements for customer interaction online.
Websites that put off a ghost town vibe will not boost your conversion rate. Your visitors need to experience a personal and intimate connection with real people before you can gain their trust.
Your website should also act as an educational resource for your visitors rather than simply another channel that pushes product in their direction.
The key elements for customer interaction online include an active blog with an RSS feed and social media icons.
An active blog is one that is constantly being updated with relevant, compelling and educational content for your visitors. It serves an an information hub that provides them with the text, images, links and data that are becoming the currency of the Information Age.
Your connect with your web visitors by publishing information online while simultaneously providing them the opportunity to respond to you, your content and other readers.
An RSS feed is simply a family of web feed formats that automatically notifies your blog subscribers whenever new content is posted. It replaces the cumbersome method of bookmarking favorite websites where the web surfer had to do all the work of checking for updates.
Your active business blog (meaning your content is updated and freshened often) combined with an RSS feed enables you to syndicate your site’s message to an audience of people who’ve chosen to connect with you. They’re now your tribe.
Social media icons likewise enable you to interact with and inform web visitors but only if you are active in social media channels.
Whether shaving time off your average mile or increasing your web site’s conversion rate, improvement first requires seeing where you are. Once you know exactly where you are, you can fine tune any of the conversion elements of your site to determine which are working the best.
By installing analytics software, like Google analytics, you can track your website visitor patterns and data to see how people are interacting with your site. This is because analytics track massive amounts of information and distill it down into the most useful details related to your site.
Analytics will show you exactly where your visitors are spending time as well as where they’re losing interest and bouncing away. This type of evaluation will also help you determine where your visitors may be experiencing friction.
It helps to remember that building a better website using analytics should always be considered a process and not a destination.
You build the best website possible. You get all the feedback you can before launching it. But the ultimate authority on whether your site is effective is how your visitors respond to it. Analytics will help you better understand what they like and don’t like about your site.
By paying close attention to what your analytics are showing, then changing elements and continually testing them, you’ll see your site and your conversion rates improve over time.
Building better websites using analytics is just one of the essential elements which must be integrated into your site to increase your conversion rate and generate more website leads.
A properly architected website will put them all together in a site that not only looks and functions great, but actually gets results.
It’s the first step to get prospective customers working with you and it’s easier than you may think.
You simply invite your web visitors to:
- Learn more
- Register for an event
- Purchase a product
- Download content
- Get a free quote
- Experience a free trial
- Receive a free consultation
These are just a handful of examples of how to persuade customers to engage you online.
Whatever your specific call to action may be, it must be prominent, clearly defined and strategically placed throughout your site via buttons, hyperlinks and forms.
To make the call to action frictionless for your prospects, you’ll need to remove as many obstacles as possible and make the action an easy one to take.
For instance, if you’re offering a free consultation, don’t ask for large amounts of your customer’s personal information while filling out a form. Instead, keep the form short and sweet and get the information you need during your call or visit with them.
Since your goal here is to generate as many leads as possible, your call to action must be simple to accomplish. The less data you require of your customers, the more likely they’ll be to fill out the form, download the content or purchase the product. This, in turn, translates into a higher conversion rate.
If you’re engaging in e-commerce at your site, the checkout process must be smooth and uncomplicated.
A clear and friction-free call to action removes the obstacles that might otherwise discourage potential customers from becoming leads. It moves them through the conversion process.
You’ll have added another powerful and essential element of website design to your marketing toolbox.