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Having an active website alone doesn’t get you found online.
Many small businesses think that once they’ve put up a website, they should start getting more sales.
When this doesn’t happen, they wonder how to get more people to their site. So they’ll do some digging and learn they need to optimize their website for search to get visitors.
That’s where you come in as a seller of SEO. Your clients want:
More form fills
$ More SALES $
So by getting their website to appear to potential customers in the search engines, you drive more people to them and get them “more” of what they want.
SEO can have an ENORMOUS impact on the amount of people visiting a website. We see it all the time as result of our work.
Our own case studies demonstrate how thousands of people can get to a site that was barely getting any visitors in a short time through SEO.
While it is a technical practice in many respects, SEO is also something that anyone can understand. In the simplest terms, SEO gets more traffic to your client’s website by helping it show more prominently in search results.
The SEO Process
Let’s define the basics of the SEO process. There are several major components:
It’s important for you to understand at least this much so that you can accurately explain the work to your client.
We look at the keywords that the site is already ranking for to determine next steps. This determines feasible and lucrative keywords to target for a client’s website.
If a lot of people are searching for the same thing using the same keywords, it’s worth trying to rank for them. The site that appears at the top of the search results is going to get visited by the most people.
We recommend Ahrefs for a comprehensive all-in-one tool that does this and a lot more to analyze a website and its competitors.
Looking at the list of keywords, we do an “Easy Wins” analysis: Finding keywords the site is ranking for in Google, but aren’t in the top results where most people click.
Pushing these keywords up higher in the search results, ideally to the top of page 1, will result in more traffic.
Next, we do a Content Gap Analysis: Looking for keywords that competitors are ranking for and the client’s site isn’t targeting.
These keywords are used for making content on both their website and on other websites that link to theirs in the next steps.
OnPage Content Optimization
Once you know the best keywords to optimize a site for, you can make changes to it accordingly.
What is on each page of your client’s site? A range of written content that contains keywords.
If a website is missing keyword-driven content, it’s your job to recommend that your client buy traffic-generating blog posts from you for their site.
OnPage optimization consists of understanding the topic of each page on a site, and optimizing the content of these pages naturally for both users and search engines.
This gets them associated with those lucrative keywords that clue people and Google’s bots into what the site is about.
The different components of a webpage you can adjust other than the main body of text include title tags, URLs, meta-descriptions, H1s, images, and internal links: because all of these can incorporate keywords found during analysis.
Matching pages on the client’s site to target keywords is an important step in the SEO process.
Your client’s website needs links (referred to as “backlinks”) pointing to it in order to get visitors.
This is because links are signifiers to Google that a website is an authority. This added authority then translates into higher rankings and more traffic.
Links that point to your client’s website are likes “votes” for it. More links help give the website greater weight to rank in the search engines.
Not all votes are equal: A site with a great domain authority like Forbes or USA Today carries more weight than a smaller blog.
Links often occur within content. So in addition to creating content for their website like you do for OnPage optimization, they’ll need blog posts up on other websites that link to them.
You can also add links to their site in a variety of different directories like Yelp, Yellowpages, and other industry-specific sites.
Many websites get penalized by doing this step incorrectly: They’ll hire someone who might spin out an unnatural pattern of links from websites with questionable authority. This often causes the client’s site to rank lower as I mentioned before.
It’s important to be able to explain these steps to your client in terms that they can understand.
This process takes their site from being “just another website” to an authoritative one that ranks high in the search engine and captures more traffic.
Want to learn more?