seo strategy

Why Isn’t My SEO Strategy Working?

Getting their SEO strategy to perform at peak levels is a common challenge for business owners. In fact, their SEO might actually be taking them in the right direction, only needing a few simple tweaks to maximize results.

Business owners who manage their own SEO strategy often follow the self-optimization tools provided in SEO packages, such as Yoast, to guide them through the tricky waters of search marketing.

As robust as these tools can be, there are some key custom elements of a complete SEO strategy that many businesses tend to overlook, causing them to potentially miss out on better rankings. Much of them have to do with content generation, which SEO software won’t (and shouldn’t) help you with, and where you publish your content outside of your own domain.

[tweetthis]Three Tips for a Better SEO Strategy #SEO #SEOstrategy #copywriting #digitalmarketing[/tweetthis]

Here are examples of those little extras that can help better your search results:

  1. Long-Tail Keywords: Let’s say you sell shoes in Seattle. You decide to implement an SEO strategy on your website and start brainstorming SEO keywords. The first one you might think of is “shoes”. “Footwear” might come in second, followed by a list of your top brands. While these keywords are certainly relevant, they’re also in high demand and might not rank you very well in search results. This is why long-tail keywords play an important role in setting you apart from your competition. Try something like “Imported leather shoes from Italy in Seattle” or “Steve Madden shoes Seattle”. There – you just improved your odds of being found. Long-tail keywords also work great for your blogs, such as: “Which shoe polish is best for brown leather shoes?”
  2. Write for People: Have you ever tried to read pure SEO-oriented content? It’s not a compelling read for humans or search engines. That’s right – search algorithms are so intelligent that they can separate good content from keyword-stuffed mumbo jumbo. And even if the keyword-stuffed mumbo jumbo ranks highly, who’s going to read it and be moved to convert? The bottom line is to write for humans, optimize for search, not the other way around.
  3. Off-site SEO: Here’s one that a lot of businesses miss. Off-site SEO refers to “authority building” that Google uses as a ranking factor. This authority is measured by inbound links from external sources that are of high authority themselves. If these sites are linking to yours, Google will perceive your site as having authority as well. Guest blogging and social media syndication are two great ways to raise your off-site authority.

On a final note, remember that, like content management, an SEO strategy can’t be successful with a “set it and forget it” philosophy. It needs to be revisited from time to time to reinforce what’s been successful, and tweak what hasn’t.

seo copywriting,copywriting,content management,content maintenance

Content Management: The Triple Q System

Content management doesn’t have to be hard. Just follow our Triple Q System for a smoother content management strategy.

Content mangement can be daunting to professionals new to online marketing. Developing your brand message can be challenging enough, never mind the any number of ways you need to convey it.

This is where a content management strategy comes in handy.

But when developing one, many businesses fall flat, only because content marketing is relatively new to the online world. It wasn’t that long ago when keyword stuffing was a the way to get your website noticed, but with Google changing the search rules (for the better, I should add), businesses now need to make sure that their content is fresh, relevant, and of great quality.

To make things a little easier, I developed the Triple Q System. It’s geared to make content management a little easier for those wondering how to go about it:

Quality: Quality refers to a few things. First of all, content should be engaging, well written, and free from any spelling, punctuation, and grammatical errors. Secondly, quality refers to content that is rich in keywords and properly optimized for search engines, so your content gets found by your audience. Lastly, quality content is written in a language and tone that your readers can relate to, using a voice that addresses their interests on a level they can understand.

Quantity: How much is too much? How often should you add new content? The answers to these questions are subjective, and opinions differ vastly. It really depends on the type of business you’re in. For example, many professionals claim that adding fresh content twice a month is the perfect cycle for business services. On the other hand, businesses that deal in consumer goods might add new content several times per day. The key is regularity: make a schedule and stick to it. You shouldn’t go for weeks with no new content and then publish several articles all in one day.

Quantify: Here’s where analytics plays a large role. Which topics are people reading, liking, and commenting on? Which topics are people linking to, but not engaging with? It’s great to have a wide variety of material, but if you’re creating content that isn’t capturing your audience, why continue to create it? Stick with topics that delight your visitors, and are motivating them to click through to other pages on your site. Remember that website visitors should always feel they’ve learned something from your content, thus encouraging repeat visits.

How many of these “Q”s do you use? Try them out, and let me know how the system works in the comments below!

FAQ Page

Your FAQ Page: An Added Opportunity for Conversion

You might not feel you need an FAQ page, but having one gives you another opportunity to attract, engage, and convert customers.

Here’s how to optimize yours.

Do you have an FAQ page? If so, are you using it to its full potential?

FAQ pages are great ways to inform your audience about important information they need when doing business with you. You can, however, use your FAQ page as a strategic marketing tool to convert more website visitors into qualified leads.

Think about it. People who invest their time to read your FAQ page are doing so for a reason: they’re interested in doing business with you. Why not just give them a little extra push to move them through their sales journey, and develop a relationship that could make you money?

[tweetthis hidden_hashtags=”#onlinemarketing #digitalmarketing #FAQpage”]Optimize your FAQ Page for Conversion [/tweetthis]

Here are some ideas for optimizing your FAQ page for conversion:

  1. Use Real Questions: What do your customers ask you about the most? Maybe they want to know about your team’s experience, return policy, or what certain industry terms mean. Just like the rest of your site, only include the most relevant information here.
  2. Include Keywords and Links: Be sure to include lots of keywords on your page, as well as internal and external links where the reader can go to learn more information.
  3. Encourage Engagement: Even though you’ve included all the FAQs you could think of, there will always be some prospects who will ask more. This is a great reason to include a call to action at the bottom of the page, encouraging inquisitive folks to submit their own question. Be sure to personally answer them ASAP to start them on their sales journey.
  4. Use Landing Pages: One of the questions might be solved with a white paper you’ve written. Include the link to its landing page in your answer.
  5. Watch the Length: More isn’t always better when it comes to content, and FAQ pages are no exception. If your FAQ page is too long, your reader might give up halfway down. For longer pages, try installing a search function or hyperlinks to the answers.

You need every chance you can get to convert your audience. By optimizing your FAQ page, you’ll be giving your business an extra chance to attract, engage, and convert website visitors into qualified leads.