Google search engine optimisation (SEO) is probably the most contentious and confusing subject for marketers and website owners. On one hand, you want to ensure that your website is visible and accessible to as many online visitors as possible. On the other hand, you want to optimise your site to ensure that it earns maximum possible digital marketing revenue.
So how can you achieve this elusive balance of being both accessible and profitable?
Find Your Niche
If you’re reading this, I assume you’re already aware of the importance of choosing your niche. It’s important to understand what your target audience wants and needs. The first step in the search engine optimisation process is to find your niche and target audience.
Look for the keywords and phrases that people use when searching for services or products related to your niche. Once you know this, you can craft content to meet these needs.
For example, if you’re a real estate agency, you might focus on generating leads through articles related to buying a house or unit. If you’re a lawyer, you might publish articles related to legal issues or trials. When you establish yourself as an authoritative source in your field, you’ll naturally attract clients who are interested in what you have to say.
The best part about establishing a blog is that it’s relatively easy to move around the industry. If you want to change topics, you can simply switch to another blog platform and start publishing content in under an hour. This flexibility is invaluable when you’re trying to grow your business.
While it’s important to establish yourself as a thought leader in your industry, don’t get so focused on being “digital” that you lose sight of the fact that people are still visiting websites for content.
Measure And Track The Performance Of Your Content
After you establish yourself as an authoritative source in your field, you can start to measure the performance of your content. The first step in this process is to determine the metrics that will allow you to track the results of your efforts.
There are a variety of metrics that you can use to track the performance of your content. The most popular ones are probably:
- the number of times your content is viewed;
- the number of clicks (or visits) your content receives; and
- the number of times your content led to a sale.
If you’re running a blog, you can use Google analytics to track the performance of your content. Just create a new profile in Google analytics and map the sources of your traffic. From there, you can track the performance of your content by topic, in terms of views, clicks, and sales.
A variety of tools exist that can be used to track the performance of your content. If you decide to use WordPress as your blogging platform, there are a variety of tools that you can use. For example, you can use the Google Analytics reporting dashboard to get detailed insights into the performance of your content.
The next step in the search engine optimisation process is to build backlinks. Backlinks are in-bound links that appear in one place (usually a website or blog) but link to content on another.
Creating high-quality and authoritative content is an excellent way to get backlinks. When a potential visitor arrives at your website and finds content that is well-written, well-presented, and easy to understand, they’re more likely to be grateful for your efforts and decide to link to you.
You can also use a service like PRWeb to find journalists who are already covering your subject area and reach out to them by email to see if they might be interested in your story. PRWeb is a premium service that will get you in touch with over 1,600 journalists who cover the topics that you choose.
If you’re looking to build backlinks, consider using a tool like Google’s Adwords to create ads that will attract potential linkers to your site. Once you have a small number of backlinks, you can use a tool like Google’s Webmaster Tools to track the performance of your content in terms of SEO.
Write Meta Descriptions For Your Images
The meta descriptions you write for your images will be displayed under the images in search results. They give your images a brief summary of the content that follows.
If you have a lot of images associated with your content, you might want to create a short list of the best images and match them with rich, engaging content.
The benefit of having meta descriptions for your images is that it will make it easier for the search engines to understand what your images are about. If you use the right keywords, your images will be found.
Use Social Media To Engage With Your Audience
The digital marketing world is evolving, and so is the way we interact with each other online. Thanks to services like Twitter and Facebook, we can have fascinating conversations with people from all over the world.
These services can be used to have informative and entertaining conversations with people who are interested in or follow your subject matter. While social media can be used in a variety of ways to generate traffic, engagement, and sales, the best way to harness the power of these platforms is to establish yourself as the go-to source for your chosen industry.
You can do this by creating engaging content that will encourage people to share it and mention your name in their social media posts.
The most important thing to keep in mind is that you’re not really “doing” social media. Instead, you’re engaging with an audience that already exists because they want to hear from you. To establish yourself as the expert in your field, you have to put in the time to learn and understand the platforms and the people who use them. Once you do this, you can start to build and grow your audience.