It’s all very well just writing a blog. You’ve spent ages thinking of your title, the content is perfect, and the positioning of the ‘like’ button, (assuming you’re not writing mindless drivel) is spot on. But, unless you get people to read it there isn’t much point in going into so much detail.
You may feel pretty pleased with yourself for getting people to read about your life experiences but the harsh reality is this: if no one can find it, how will they ever read it?
By ensuring that your website is sufficiently optimised for online searches you’re opening your business up to the widest audience possible. But there are key issues that can often be overlooked that will have detrimental effects to your business. Here is a guide on what to consider the next time you sit down and put together a keyword strategy to optimise your site.
One strategy for keyword building is to focus on those keywords within striking distance, i.e. those keywords ranking on page two of the search results, instead of those on pages further back. This information can be found on sites such as Google Analytics. To illustrate this point, according to Nathan Safran from searchengineland.com, an improvement of five positions (from 11 to six) resulted in a 273% increase in traffic while the same five position movement from 21 to 16 resulted in a marginal traffic increase of 50%. What needs to be recognised here is that keywords aren’t all ranked equally and therefore it is important to look at those that appear to be a more viable option to move up the field than those that are not.
As a point to note moving striking distance keywords can be less challenging than those already on page one. Keywords on page 2 are in prime position to move into high visibility positions, unlike keywords on page 3 or higher which take far more effort for a smaller rate of return. A moderate upward movement of keywords on page 2 can mean substantial increases in traffic, as identified above.
For those of you who are tech savvy you can try using SEO software, for those who aren’t so, these programmes encompass the SEO process to help you keep track of keyword sets so you are able to zone-in with much higher precision when you use the programme’s automatic segmentation techniques. Going deeper, those of you who are lucky enough to have access to a fully-fledged SEO platform, generally those of you who work in digital marketing departments, you will be able to use automatic keyword segmentation of search ranking and have these striking distance keywords readily available at their fingertips.
Disregarding the technology you use, those who look at their search visibility through the lens of the striking distance keywords and act upon results where necessary, will be in a prime location to grab some quick wins. Long-term strategies can be developed concurrently for more competitive keywords, ensuring a well-rounded SEO strategy.
If you would like to take a fresh look at your approach to SEO, speak to a member of the GoldSand Digital SEO team today. Find out just how much of an impact our strategies have had with current clients, and get an idea of how we could bring some digital expertise to your online marketing efforts.
Call us on 020 7269 9885 or email info@goldsanddigital.com.