When you’re trying to improve your SEO, you need to ask yourself: what’s your ultimate aim? Do you want to increase sales for your company? Do you want to improve your company reputation? Do you want to become a thought leader in your field?
SEO or search engine optimization will merely result in more visitors coming to your website. However, they may not be the types of visitors you want, so they probably won’t lead into the fulfilment of your ultimate aim.
A lot of people just aim for more visitors and there’s nothing wrong in this. The more you spread the word about your company, the more you’re going to increase sales, improve company reputation etc. However, if you were to practice SEO with the express purpose of fulfilling your aim, then you’re much more likely to get closer to it. Here are a few tips to help you do so:
- What’s Your Aim? The first thing you need to do is clarify your aim. Do you want to increase sales? Do you want people to think that you’re a great company? Do you want to hire new people who will do well at your company? Do you want to be known as an expert in your field? You might want one or more of these things, which is fine. Just clarify your primary aim and your secondary ones. In general, the direction in which you want your company to go will also inform your SEO.
- Consult People Whose Opinion You Value. If you can’t decide on an aim, you need to consult people whose opinion you value. This might mean a business partner, a manager, a friend or your spouse. Get a few different perspectives before you make your final decision. Most people do want to increase sales but if sales are not a priority for you, you might prefer to focus on being seen as a trustworthy, reliable company (or a trendsetting, fashionable place, if that’s who you are).
- Choose Your Secondary Keywords. Depending on what you want to emphasize, you’ll need to include certain secondary keywords. What exactly does this mean? Everyone has certain primary keywords. For example, a real estate firm’s primary keywords will most likely be “house,” “home,” “apartment” and the name of the area in which they’re selling or renting. However, if the real estate firm also wants to be known as reliable and trustworthy, they might want to include secondary keywords like “trust,” “depend,” “consistent,” etc. Think about the image you want to project; this will help you to decide what your secondary keywords should be.
- Be Congruent. Don’t give your customer mixed messages. Your website should have the same feel throughout. If you’re trying to come across as reliable and trustworthy, this should be your focus in each tab. Your content should not come across as promotional in one tab and informational in another or sales-driven in one tab and quality-focused in another. Think about who you are as a company and try to make sure that your entire website reflects that.
- Change with the Times. As time goes on, your company develops in different ways. In the beginning, you may have been sales-driven. But after you establish yourself and your sales are living up to your standards, you might decide to improve your reputation instead. If this happens, it’s a good idea to update your website to reflect what your new aims are.
- Communicate with Your Marketing Department/Firm. It’s not enough to merely hire a marketing firm or set up a marketing department with its own head. You also have to make sure that they know what your aims are. They might come up with a great sales-driven website. However, if your aim is not to increase sales, this isn’t going to help you that much. So make sure you communicate with your marketing department or marketing firm and let them know what you’re aiming for.
- Get a Few Options. When you’re setting up a website, there’s no harm in considering a few different options—different layouts, different themes, even different content. Sometimes, you might have a certain type of website in mind for your aims. However, when you look at the options in front of you, you might decide that another one works better for you. So it’s always a good idea to look at a few custom-designed websites before settling on one.
- Think About the Long Term. Certain types of websites might do very well in the short term. The internet is full of fads that keep coming and going. Certain keywords might also be very popular in the moment. Including these keywords in your website and blog will help you to attract visitors. However, these keywords aren’t going to be popular six months from now and your new and improved website might go into a slump within that time. Instead, it’s best to just provide quality content that your customers will always find useful. Write blogs and articles that have long term value if you want to improve SEO.
- Do What Works. A website is not just a static thing. It can be updated as time goes on. The blog, especially, is one section of your website that can be updated almost everyday, if you want. So it’s important to keep track of how many visitors come to your blog. If a certain blog post attracted a lot of visitors, then it would probably help to write about that topic again. Figure out what works and keep doing it over and over for better SEO.
- SEO Isn’t Everything. Although SEO can help you a great deal in accomplishing your aims, keep in mind that it’s not everything. Using a few keywords diligently isn’t going to change the entire way in which people view your company. In order to do that, you actually have to live up to what you promise. If you’re writing articles about the wonderful things that people can do with your product, you need to make sure that your product lives up to its name. And you also need to provide good customer service. If you keep your customers happy, you won’t have to rely that much on SEO. It will just be an extra thing you can do to increase your visibility, rather than your sole focus.
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