OK, it’s time to roll your sleeves up and get down to it. Let’s say you’ve completed your website- or decided to overhaul the SEO strategy of your current one. You need to know what you are aiming for, as a website publisher and business owner. With most products and services involving the exchange of money, people often research before spending. It would be highly unlikely, with big ticket items or even not-so-big ones, that someone would arrive at your website, and simply order what it is you sell on that first visit. Instead of focusing on what you as an insider of your industry thinks the customer wants- take some time to step inside their shoes and tailor your information to them.
Before proceeding any further you should familiarise yourself with terms like short tail search engine optimisation, and long tail search engine optimisation. Both of these are explained on our seo planning page. Read about, and understand those terms well- the decisions you make and how you approach the next task determines the effectiveness of your seo fulcrum from this moment on.
You’ll need to think about the two important things here, before moving forward.
Is your product a highly researched item before being purchased?
If so, then you should look at and address- the sorts of questions people might be seeking answers to before they make a commitment. Anything that involves a big decision- cars, holidays, homes, major purchases of products or services- are often researched online over multiple sessions before people make a commitment to buy. If you understand this, you’re well placed to intercept those queries people are making, and turn researchers into buyers- well ahead of your competitors. Although successful SEOs have been preaching it for years, business people are still not catching on- that there is more action in the long-tail queries, than there is benefit of ranking for short tail keywords.
The drastic shift to smartphones and mobile devices mean that people are speaking queries into their device, and these are often in the form of questions directed at the search engine they are using rather than queries comprising one or two keywords.
It makes sense for you to develop content aimed at answering the questions people ask, and getting some of that long-tailed keyword traffic. Developing your SEO strategy a step further- decide what sector of the market your website is targeting- and design your information flow for those people. If you hire something out to people- are you more interested in short-term hire- or long term contracts? What about leasing- or hiring with a buyout option? Many businesses don’t take a look at these simple options, and end up missing out on low-hanging fruit which is free organic traffic.
Take the time to read our pertinent SEO tips and be sure to get as much from your organic search strategy as you possibly can.