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The 13-Step SEO Process That Will Make Your Company a Lead Magnet in Sydney
Climbing the mountain called Google and reaching the top of search results is a journeythat cantake its toll. Reaching the top of search results online has multiple benefits, the most obvious of them being visibility before your target audience and facilitating an increase in qualified traffic. At the risk of stating the obvious, we can say that launching your website is just the first step in this process of reaching the top. But the question remains- How do you break into the top three results on Google when the competition is fierce?
Just in case you didn’t know – 1.67 billion websites already exist on the World Wide Web and more than 100000 sites are being launched every day. What are your chances of breaking out into the top three search results in this scenario?
Let’s simplify things further. Suppose you provide SEO services in Sydney and are trying to rank for keywords such as “best SEO firms in Sydney” and “affordable SEO companies in Sydney”. If there are 10,000 local searches every month for these keywords and you’re able to appear in the top three results in the SERP chances are that you’ll be able to capture 85-90 per cent of calls and emails from prospective customers.
Now assuming that there is a conversion of even 40-50 per cent and each of your projects fetch you $1000, the prospective revenue for you will be $4-5 million. This might seem like an impossible figure and we are just giving an example here but this is by no means impossible. In fact, it is perfectly achievable though it might take time to show the desired results.
The key to achieving this goal lies in utilising the power of Google to the fullest. You need to appear in the search results of Google both organically (without paying any money) and also by appearing in the Google My Business Page listings. You should optimise your Google My Business Page as Google gives preference to local businesses.
Let’s take a look at 13 SEO steps that can help you reach the top of Google search results.
Optimise Google My Business Page
Almost half the Google search queries are local searches so you can imagine the kind of impact it has on lead generation. Compared to generic search queries, local search queries have the maximum potential for conversion. Google also urges local businesses to list themselves and claim their Google My Business Page.
The logic here is understandable. It is common for people to search for products and services locally that they are most likely to buy online. A study conducted by Hubspot found that 1 in every second people who search online locally end up buying the products or services. To know how to claim your Google My Business Page, keep reading.
itraffic always believes in delivering what it promises to clients. Our team has a well-defined process which is 100% data-driven and we don’t work on gut feelings. The team comprises experienced and certified individuals who really work hard to achieve desired business outcomes.
Get Citations and Reviews
It should not come as a surprise that most people make a decision to buy something after reading reviews and checking ratings. Just as in real life when people listen to friends and neighbours before going ahead with a purchase, people rely on online reviews and ratings. No wonder, studies validate these premises. According to a ConversionXL study, 81% of people decide to buy after reading reviews and checking ratings. Similarly, a Harvard Business School study found that for every increase in rating by 1-star, there is a hike in the revenue by 10%. Do you think you can afford to ignore citations and reviews any longer?
Online reviews are the new word-of-mouth and thus reviews on sites such as Yelp, FourSquare, Citysearch, MerchantCircle and even online Google My Business Page reviews should be heeded to. The importance of these reviews lies in the fact that they send signals to search engines based on how Google ranks those websites in local search rankings. Simply put, the more that people talk positively about your business, the more your chances of conversion.
Enhance Your Website for Mobile Search
If your website is not mobile-friendly, you will hardly get any leads. You might be wondering, “Where do they go?” The answer is – “To your competitor’s website.”
Only those websites that rank higher on the scale of these factors will have a higher search ranking and those websites that are not optimised for these factors are resigned to the bottom of the search engine results. This is not without a reason.
The number of smartphone users is in excess of 6 billion and handheld devices are used for buying online, reading, searching for information and even controlling other electronic equipment! No wonder Google is pushing hard for mobile responsive websites and launched the mobile-first index.The text on your site should be readable without requiring zoom or scrolling functions to read it. A mobile-optimised site can adjust the size of the text automatically and eliminate the need to scroll. It is a painful process for mobile users to zoom inmore and scroll to read the text. You want to enhance the online mobile experience, and then you should incorporate the best techniques and practices in web development processes.
Make a Responsive Website
Do you know that 60 percent of the websites out there on the worldwide web failto meet the industry standards of a responsive environment? This means that these websites are losing out on valuable customers every day.
A responsive website adjusts every element of the website according to the size of the device which makes it easy for the user to perform the intended actions.
A responsive websitehelps visitors spend more time on the site to explore and this may lead to increased sales. Our team of expert developers are adept at developing websites from scratch as well as making necessary changes to existing websites to make them highly responsive.
Optimise for Voice Search
Voice Search is the future of SEO and we can see glimpses of the upcoming changes in software such as Google assistant and AlexaSiri.
Using voice to search instead of typing is radically changing the traditional perspective of online searching and even use of household electronic implements.
Search Engine Journal reports state that voice search constitutes 35.35 per cent of searches on Google. According to another study by PwC 32% of users between the ages of 18-64 use voice search daily. This will go up to 50% by the end of 2020 according to ComScore. People are asking more questions that relate to long-tail keywords. Optimising these keywords is going to be very important for users.
Optimise for Rich Snippets
If you want maximum SERP benefits for your website, featuring as part of rich snippets will help you get more qualified leads. Rich snippets or rich answers are as the name suggestsare blocks of information that are most relevant to the user’s search intent and are displayed at the top of Google’s search results. The information is usually followed the URL of the website where the content can be found in its entirety.
This means that if a website doesn’t rank on the first page of Google searches, you can still generate leads with rich snippets as they contain the URL of your website.
According to a recent report by Google, the click-through-rate (CTR) increased from 2% to 8% for all those businesses that were featured in rich snippets. These businesses also increased their ROI by 677%.
Google has taken note of this and it is no coincidence that the frequency of displaying answers to user queries in the form of rich snippets has gone up by 9 % since last year. What all this means, is that the sooner you start taking advantage of rich snippets, the faster it will make sense for your business.
Speed Up Your Website
It is no secret that the speed of your website could make it or break it for you. A ComScore report states that 1 second delay in page loading times can result in 7% of your visitors leaving your website. Another study by QuickSprout points out that 79% of online shoppers are almost certain to never visit a website again if the site takes more than 3 seconds to load. 44% of these visitors said that they would advise their friends to not visit that URL.
Similarly, more than half of online users have stated that they are likely to be more loyal to businesses that deliver great UX with easier on-site navigation.
In short, loading times of your website could make a huge difference to your business. Here is how itraffic ensures that your website stays ahead of the rest.
Pay attention to On-page and Off-page Optimisation
On- page and off -page optimisation is something your website can’t afford to do without. Your web pages need to be optimised on page as per the guidelines of Google. The parameters for the same are as follows:
Make a Comprehensive Content Strategy
Content is the fuel that drives the car called the website. While creating content, choosing the right topic is critical for the long-term success of a website. One way of choosing the right topic is to base it on keywords with high search intent.
These are keywords that are being searched the most in a particular niche and they are going to solve a particular pain point. According to the Content Marketing Institute, a good content strategy is something that helps build trust and increases conversion.
An easy way to get started with identifying your content strategy can be this –
The first step is to pick 10 to 15 short words and terms that related to your business.
The second step involves using Google’s, Keyword Tool. The Keyword Tool will show a list of long tail keywords that are relevant for your business along with the search volume for these keywords. It will also analyse which keywords are being used by the competition.
The pages you create should have relevant call-to-action signals and there should be enough pictures and links on your website pages so that visitors can explore the other things that you’ve have got to offer.
Publish High Quality Blogs Regularly
Plants grow more and become strong and healthy when they receive sunlight, water and air. Similarly, the more you blog on relevant topics your website will grow.
According to a study by HubSpot, organisations that publish more than 16 blogs a month generate 3.5 times more leads than those that publish 0-4 blogs.
Google favours content that is information-rich and unique. Focus on writing high-quality content which is optimised. Make sure that there is no keyword stuffing. Putting out low-quality content is of no use in the long run as it will not rank high and this means that domain authority won’t go up. Another mistake that most businesses make is that they start writing blogs and soon stop. Blogging is a great means of marketing yourself. If your website has regularly updated content that is fresh and appealing than the chances of your website ranking high go up significantly.
The fact is that search engines need content that is fresh every time. It is up to you to provide them with the content they require. Crazy Egg says that a well-managed blog is a key to grow inbound leads and draw a visitor’s attention. However, take care that you keep the human reader in the forefront. The robotic spiders of Google are not your target audience. Think about the topics that your audience wants to see the most and create topics accordingly.
Keep Applying the Latest Google Updates
Google makes changes to its search algorithms every year. This is done so that the people who browse the web get the best experience possible. Most of these updates are minor but there are some big updates that can impact your search engine rankings in a big way.
As a digital marketer, there is no second way but to stay abreast of the changes in Google’s algorithms. This calls for changes to tried and tested strategies and a lot of testing. However, all this is easier said than done. Tracking the latest news on leading platforms such as Search Engine Roundtable, SEOMoz, HubSpot and Search Engine Land can help to stay in touch with the latest changes in the SEO industry.
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Quantify your SEO Success
You have implemented the best of marketing tactics and invested your precious time and money to achieve certain goals. Now how do you get to know that your efforts are paying off? This is where the role of measuring and tracking your SEO performance comes in.
Organic traffic, organic bounce rate, conversion rate and click-through rates are just some of the other metrics that will help you prove your success in a tangible way. The analytics report of these parameters help you analyse your business growth and at the same time make changes to your strategy if needed.
Google Search Console or Google analytics can help you track performance on these metrics. The best part is that both these tools are free. Tracking other Key Performance Indicators such as inbound links and indexed pages will also help you identify weak areas and you can plan accordingly.