Every marketer aims to get more and more traffic to his content through SEO. Traffic is important but more important is the quality of that traffic. If the visitor on a website lands there looking for a particular keyword and is practically subjected to a different and irrelevant content altogether, it is likely that he/she will exit quickly. This will hurt the value of the content and adversely affect the credibility.
Organic traffic is more significant than paid traffic.This is because organic traffic comes to your website via the search engine results page (SERPs) directly with influence only from the quality of the content. Organic traffic is a result of good ranking in search engines and promotion of content by them. It is important because unlike paid traffic, there is no special targeting involved in it.
SEO is the support system of content. Without each other, both SEO and content remain unable to realize their full potential. The challenge with SEO is to ensure that with the numerous uploads on the internet each day, the content is highlighted to the most relevant users. The following are the tips that can help achieve this:
1. Optimize website navigation and architecture
The success of a website is directly related to how much people trust its content. The trust builds when the website and all the related pages present a clear message to the user without making him confused. Apart from the look and aesthetics of the website, the trust factor of a website also depends upon its ease of navigation.
Imagine that a website has non uniform design, the text is unreadable or the font is too loud. All these make a person lose his trust in the credibility of the content and they eventually navigate away from the website.
Therefore, a well-balanced website is a necessity; and a certain uniformity in the detailing of its elements essential to build a positive reputation.
2. Provide value through content
The importance of content cannot be emphasised enough. But what is quality content and how do you derive it?
Well, quality content addresses the issues of the end user. For example if your end users are a community of pet lovers, then the content should be relevant to their specific aspirations and likes.
Content that is targeted is likely to be received better than random one. People today are short of time and need to be approached with care. This principle goes a long way in creating quality and value based content.
3. Long tail keywords
Using keywords is a bit tricky. There is no one size fits all. On one hand, using high occurrence keywords may seem beneficial but on the other hand the competition around high occurrence keywords may be huge and thus the advantage may be lost.
Instead of the common keywords, one may be better off by using keywords that are closely knit to the content and aim to create a distinct space for it. More often people use phrases in search engines rather than single words and these phrases can be used as the key phrases of the meta descriptions.
4. Ensure a Mobile- friendly design
Google recently announced its ‘mobile-first’ index. According to this new index, a website will be ranked well if it considered to be designed suitably for a mobile device and not the desktop.
If not designed appropriately for mobile devices, a website can significantly lose its users because almost 50 percent of searches are performed on mobile devices. A mobile friendly design can pave the way for these.
5. Simplify Landing page
The first impression of a business is presented to the user through the landing page. And first impressions go a long way in developing trust towards a business.A landing page is an introduction of the business to the community and needs to be persuasive and yet earthy.
The focus should not only be conversions, but also on the value that can be offered to the customer. A few considerations to look out for:
- Does the page answer the questions of the user?
- Are the next-clicks relevant?
- Is the content shareable?
- Can the user navigate to the product/service easily?
SEO should not be the considered a bag of tricks that can turn on the traffic on a website just like that. It needs to be built into the site right from the inception to the navigation and design. Also, the centrepiece of SEO is always content. While doing the SEO, all these factors should be considered and the way ahead should seek an integrated approach.