Did I say something wrong?

search engine optimisation

I had an interesting conversation with somebody the other day about SEO.

He has just undergone a rather expensive project for a new website which in fairness looks great and has plenty of information on the services this particular company provides.

The web design company he used followed the brief and delivered exactly what they were asked.

That’s great.

But…

The client thought that would be it and now that the website is finished he will struggle to deliver all the new work and follow up on all the fresh leads that are flowing in front the site.

I sort of upset the apple cart a bit during our conversation when I told him that yes his site is indeed ultra cool and modern looking but that there are some fundamental flaws in the setup.

Let me explain…

At first glance, the site looks amazing – plenty of slick imagery and nice bright fonts and solid design. But when you start to peel back the top layers you can see that there are things that need to be fixed immediately.

The first thing that jumps out is the content. Yes, there is plenty of it. Probably too much in fact, but it does not flow well or follow any sort of logical path through to a call-to-action for the visitor.

I like to look at content in a few ways that compliment each other.

Strategy | Research | Focus

 

All the content on your site should have a purpose. Be it detailing each of your services or explaining what your company can do to solve a visitors problem should be front and centre.

Strategy – Understanding what potential visitors are looking for comes first as this is the data you will use to shape all the content on your site.

Research – There are heaps of tools – both free and paid that you can use to research search keywords and phrases. These are the things that people actually type into the search box when they need something.

Focus – How a customer asks for something is another factor to look at. Search intent is a great metric to look at to see if there is a market for what you are selling.

So let’s expand a bit on this a bit more to give it some context.

Focus on buyer phrases and problems first as they are the terms that will generate revenue. There is no point in writing about topics that help people doing research unless the intended end game is a purchase of some description or you are an online Wikipedia or similar.

Keyword research while still hugely important is no longer the holy grail of content creation because Google is now smart enough to understand what your content is about.

The acronym LSI has been bandied about for quite a while. LSI or latent semantic indexing is the ability for Google to use keywords in your content and pair them up with topics closely related to what you are writing about thus understanding what you are writing about without you potentially mentioning the keyword anywhere in your article.

Let’s take the term SEO as an example and look at some of the terms closely related to it. If I run this through a free tool like LSIgraph you can find a list of related terms almost instantly. (I have omitted most of the results for this example)

  • website optimisation techniques
  • web page optimisation
  • getting website on search engines
  • site optimization
  • seo for wordpress
  • how to optimise your website
  • how to search engine optimise your website
  • optimise for free
  • seo consultant
  • top seo consultants
  • professional seo consultant

So you see your content needs to have a focus so you can take advantage of these techniques to feature in the search results. If anything it will highlight the different ways in which people search for services like yours.

 

Spying on the competition

When we start working with a client we always ask who their main top 10 competitors are. More often that not the list they give us is different to the list we come up with but it’s a great exercise to see what’s working online now.

We take a list of their services and run them through some traffic analytics tools and start investigating the top results online. It is very powerful to be able to see how your competition is doing online – where they get the majority of their traffic from and what pages on the site generate the most interest.

Armed with this information and in collaboration with Sales and Marketing we come up with a content strategy that can deliver some very quick wins when the site is relatively new. These form the basis of all our longer term campaigns.


This is just a summary of the conversation and if you would like to hear more then click on the button below to talk to one of the team. We consult with companies all over the world on SEO and would be more than happy to help you drive more revenues for your business online.