Isn’t it exciting to start a new website? Pick the colors, design your logo, and make the homepage look perfect. I totally understand why entrepreneurs get involved with the look of their website – it’s fun!
The problem is what your website looks like is only half the battle. And to be honest, it’s not even the most important half. Looking beautiful is great, but good performance should be your number one goal for your website.
To perform well, you need a website content strategy that actually reaches, connects with, and converts potential customers.
To do this, you need to use good search engine optimization, or SEO, which attracts organic, free traffic from search engines like Google. Ultimately, you can have the most beautiful website in the world, but if search engines can’t find you, potential customers will never find it.
If you do SEO right, you will get a steady stream of high quality traffic to your website. If you get it wrong, people won’t even know you exist.
It’s almost impossible to overestimate the importance of good SEO. Fortunately, even if it sounds complicated, you can actually use SEO as a guide to crafting a website content strategy that will make your website better and more business.
In the following article, we’re going to explore how you can harness the power of SEO to build a website for your target market. Let’s jump in.
SEO & your website content strategy
Small business owners tend to wear a lot of hats. You have big dreams and many goals. While this may be good for their business, it can make it difficult for them to narrow down their unique selling points (making it one of the first things we pin down in our strategy consultancy sessions).
So many of the small business owners I work with struggle to pinpoint their business in a few simple key phrases. But internet users are a fleeting bunch. They have to get their attention (literally) within 3 seconds of landing on your website, or you risk them ricocheting off your page and never being seen again.
Any good website content strategy will therefore rely on short, concise headings, especially on the home page (learn more about writing the perfect SEO home page headline here).
We have used good SEO to help our clients write a compelling family law firm headline for their website homepage.
How does SEO help you write the best headlines possible? It’s easy! Well, something like that. It’s easy once you understand how to do keyword research.
To do good keyword research, the first thing you need to do is take an inventory of your own website using Google Analytics. Which keywords bring users to your website? Which pages on your website are converting? Where do the people come from?
Next, take a look at your competition to get an idea of the competitive keyword landscape. Who does Google show up when you search for your services or products?
Now that you understand this information, make a list of long-tail keywords. Think of phrases instead of one-word searches. Unless you’re on an oversized budget (and even then), you probably won’t rank well for something as general as “dogs”. But maybe you have a chance of ‘dogs are ticklish on the paws’. You have the idea.
A good keyword list should be a top priority when building your website as it will influence the rest of your website content strategy. Then when you make the headlines, especially on the homepage, you can use your keywords to focus your content.
Let’s say you identified “small dog breeder in Abbotsford, BC” as your long-tail keyword. Boom! There is your short, concise headline.
Because of this, you need to think of SEO as more than just another annoying thing to do. When used correctly, it can be one of your primary tools to help you design a smart website for your target audience.
Use SEO to build your website for your target market
Let’s say you’ve done your research to come up with a solid list of high volume, low competition keywords that will help you dominate local search rankings.
And let’s say you’ve done all of the SEO basics like using the right title tags, using the right H1 and H2 tags, and optimizing for Google’s top web vitals and local search traffic.
Is that it, isn’t it? Is that all you need for an SEO website?
Not correct. That’s because search engines are always looking for fresh and relevant content. They are always hungry for new content and if you want to get a ranking it is your job to feed them regular, high quality content.
Because of this, adding new content to a website, especially as a value-adding blog post, is essential for any website. By blogging, you are inexpensively creating new content that the search engines can index.
We practice what we preach and we write SEO articles on our blog every week.
Additionally, your blog is a great way to showcase your expertise and / or products, demonstrate your authority in your field, and engage with your audience on a regular basis.
Again, I understand why many of the small business owners who come to me struggle to come up with blog ideas.
And this is where your SEO strategy can help educate your website content – because that comprehensive list of high volume, low competition keywords can be your blog related list too!
Google rewards you for using your blog to share original, substantial, and / or insightful analysis or information. Combine that search engine optimized content with a killer keyword list and you have a digital marketer heavenly match.
Author: Susan Friesen
Susan Friesen, founder of the award-winning web development and digital marketing company eVision Media, is a web specialist, business and marketing consultant and social media advisor. She works with entrepreneurs who lack the knowledge, skills and support necessary to create their online business presence.
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