Before we go in to it, I need to tell you about keywords and key phrases. Firstly, what are they? A keyword – or more importantly – a key phrase is a particular word or phrase that describes the contents of a web page or your business. These phrases are what allows your website to be found and should be scattered throughout your website and its content.
What makes a good and accurate keyword?
Great question, I’m glad you asked! The more accurate and relevant the keyword is, the better it will be.
For example; if you were a bicycle repair company, relevant keywords would be:
· Bike Repair
· Bike puncture
· Tyre replacement
These are all “good” keywords… Is good what we’re after? How can we take it to the next level? We can add more geographic terms to capture a certain area? For example:
· Bike repair London
· Bicycle shop waterloo
One better? Let’s have a think about what our customers might actually search for. For example:
· Cheap bike repair in London
· Best bike servicing in London
· How to fix a bike puncture
· Where can I get my bike fixed in London?
You can see that by diving in to our keywords and key phrases we can narrow it down to find what people might actually be searching for.*
Here’s a list of places you should be including your keywords:
1. URL/ Domain Name
2. Site Title
3. Site Description
4. Meta Tags (Keywords)
5. Page titles
6. Paragraph titles
7. Page content
8. Page descriptions
9. Image captions
10. Website Navigation
*Top Tip: use Google keyword planner to find out how popular and busy your search terms are!
So how do I get traffic to my website?
I’m so glad you asked that too! There are a few different ways… Here are our top 10:
1. Pay Per Click
You might have heard of this thing, sometimes known as PPC, its things like google adverts, Facebook ads or essentially anything where you pay for your website to be at the top of a search or put in front of your ideal audience. Now this stuff is interesting… Our views as you know; do not spend money. You don’t need to! However, this stuff is really powerful. We have started to invest in it ourselves to fill our events but when you’re starting there’s no need to spend money there are other ways. The way it works is: you’ll state your budget, pay that to Google (or Facebook or LinkedIn etc), tell them who your target audience are and then they will push your website through to them for you. They will then charge you per person that clicks through to your website. The risk here is that they don’t buy anything and you make no return… You are only paying for the traffic to arrive at your site; it’s then up to your web pages to convert that in to a sale. The best advice I could give you here is this: Make some money first; don’t start with this. Once you’ve made some cash and you’ve learned a bit more about your audience, experiment with it! Test it, try different versions, send them to different pages! It can be hugely beneficial, but don’t spend the cash until you’ve made some first.
2. Get on Google Maps
If you have a permanent base like a shop or office or even if you’re a service and you work from home, get yourself up on google maps! This won’t be so relevant if your business is not in a fixed location…
When you search for something in your local area for example: “Best breakfast near me,” what’s the first thing you see? It’s not the search results… or even the paid for adverts; it’s the map locations. Considering this is 100% free; that’s a good result to get! So how does it work? If you head over to Google My Business, click “Start Now” and get going! It’s a really straight forward process of dumping in your business details and letting google know what they need to know! The information they need will include those all-important keywords that we spoke about! You’ll then finalise this process by validating your registration with either a landline phone call or they will send a postcard with a code to the physical address. Once you’ve done that you’re away! You’ll find yourself on google maps for all to see! Pretty good stuff; this will definitely increase both online traffic and physical if you have a premises!
The first of the Social Media channels we’ll mention, YouTube has a massive community base. YouTube is a platform where you can upload and host video content, comment on yours and other people’s videos, build a subscriber base and really add value! It’s excellent for finding new people, showing them your best content and sending them through to your website. We have also found that by using YouTube to host your videos and then embedding them in to your website; it acts as a backlink (See #8) and can help boost your website. You can also use YouTube’s already huge SEO and leverage having a channel on there to show up higher in the search engines. Although it may not be your website that comes up; your YouTube channel should be pointing everyone to your website when they find you.
A PopUp favourite! Twitter has been the base for some awesome website traffic or us and thousands of pounds worth of sales! Twitter is a social media entirely based on conversations and connecting with people. Imagine it like one of those business networking events… But multiply that by 100 and put it on steroids; that’s Twitter.
You wouldn’t walk in to a networking event, shouting at the crowd, telling people to give you money and buy everything, so why do it online? The most beneficial way to drive traffic from twitter is to join conversations and add value. Let people get to know you, introduce yourself, talk about what you do and talk to them about their interests. Twitter also gives you a profile that you can populate and point to your website, which is imperative if you plan on communicating through Twitter! People will want to read up and see who you are... This kind of engagement and interaction will drive a whole lot more traffic to your website than just shouting in to the abyss…
Another awesome, traffic driver. Facebook had proven to be one of the highest traffic drivers for us and many others over the years, although it’s fair to say in our experience Facebook has recently made it trickier for businesses to drive traffic to external websites unless you pay for ‘boosted posts’ or straight ads, because Facebook wants traffic to stay on Facebook. Facebook is built around social interaction but more importantly peoples interests and friendship circles. You can use pages, groups and sharing post to tap in to this brilliantly! Again much like YouTube and Twitter, Facebook should always be pointing to your website, grabbing people’s attention, adding value and pushing them through to where they can buy your stuff. Facebook also has it’s paid for advertising which we have been experimenting with lately and it’s really good! Once you’ve made a bit of cash and have some to experiment with, give it a go! We use it to fill our events currently and it’s working well.
6. Blogging & Guesting
This is an awesome one! When you blog, you are essentially writing articles either from your opinions, reviews, learnings or hard facts. It helps you keep your website fresh and gives your visitors a reason to return. Creating shareable content through a blog is an awesome way of boosting traffic and leveraging the audience you already have.Another alternative in the same subject is guest blogging. Build trust with a blogger that has an audience you want to reach and offer to write a blog for them. That way you can leverage each other’s audience to grow yours and boost your traffic. It’s a win-win! By writing someone else a blog, you’re saving them a job and also giving them some new content. In return, you get access to their audience and also achieve some credibility by being featured! Which brings me nicely on to our next point…
7. Credible listings
Everyone has a place they look when they’re looking or a business. A lot of the time it’s Google, occasionally it’s directory websites like yell.com or local advertisers… The reason for this is so they can find a trusted business quickly. By getting yourself on to some of the credible listings you can actually gain a lot of traction through trusted sources! For example; if a restaurant is listed on google maps people are much more like to find it and trust it because of how they found out about it. Aside from the credibility, if you can get yourself on a high-traffic listing, it will naturally boost your traffic too.
8. Back links
These are more of a discreet and background way of improving your SEO. When google looks at a website, its main aim is to provide as much value for the end user as possible. So when it looks or a website, it wants to find the website that provides exactly what the user is looking for. Backlinks help with this as Google will see your website as a hub of activity with traffic moving to and from it.
A backlink is a link that goes either from your website to another or from another website to yours; event better if people use those links too. Now, this doesn’t mean that you should make a page full of random links and hope it works. This means that links to other sites are healthy and should be used whenever referencing something or someone else. For example, if you’re running an event in collaboration with another company, put a link to their website and get them to do the same! This also works with YouTube videos as mentioned in #3.
9. Interview experts
Sometimes, as good as you are at what you do, there is always someone else who has a bigger or different audience than you. So how can we leverage this? One of the best ways to drive traffic is to find, talk to and interview these people. Find someone who has a different audience to you and create content around that person. Maybe you’re writing articles about money and finance… why not find an expert in the field and ask them the questions your audience want to know? What’s better is that you’re not only providing your audience with great content; you also get the leverage of their channels, shouting about the latest interview they’ve done with you.
10. Build your email list
This point, #10 is probably the most important of all. If you are getting traffic to your website but you are not capturing them, you might as well not have them at all. A customer list is one of the most important things a business can have. A list of people that are interested in what you do that you can message directly and sell to. Sounds like a dream right?! MAKE ONE.
Put it this way: if you have 100 people visit your website and only 10 people buy something. What happens to the other 90? Do we just let them leave? Hell no! We should be capturing them for a later date. If they’re on your website in the first place, they’re interested in what you do to some degree. They might not be ready to buy but they’re interested. By offering them an alternative to buying, get their email and remind them about you further down the line.
Now, I’m aware that’s a lot of stuff! You won’t be in a position to do them all straight away. Pick a few and move on with life. Building your SEO is a great way of building your website up but at the end of the day, going out and finding customers and selling to them directly is ALWAYS going to get better results. Your SEO is something that will grow over time, Google will change and it will move around. As long as you keep your website relevant, valuable and active you will be fine.
Let us know which of these you chose and let us know how it goes! We’d love to hear your success but more importantly your challenges, then we can work through them together.