Author: Christian Carere

10 Alternative Traffic Sources To Google

Imagine you fell from Google’s good graces. What then? Would your website be doomed to a life of mediocrity or are there alternative traffic sources you could use to bridge the gap?

Luckily for all of us, Google isn’t the only source of traffic for finding streams of interested visitors. It does however account for 86.86% of the global search traffic making it the largest source of traffic available. 

Can a business survive without tapping into Google at all?

When you take into account the options available, you may be surprised at how effective these alternative traffic sources are for driving high-converting visitors to your website.

#1-YouTube

Although it’s been a top choice as a marketing tool for many years, the momentum YouTube has gained in the last few years has been formidable. YouTube officially passed Facebook and is now the second most popular website in the world, with approximately 2 billion users.

YouTube is no longer just a way to supplement the traffic to your website, it’s now become an entire business model.

Image source: https://www.businessofapps.com/data/youtube-statistics/

Here are a few stats that prove the value of using YouTube for traffic:

• 96% of people between the ages of 19-24 use YouTube (~Statistica, 2018)
• Traditional TV is on the decline down 12% with 18-34 year-olds (~Marketing Charts, 2018)
• 1.9 Billion logged in users every month (~YouTube, 2019)
• During 2017-2018 people have watched over 50000 years of product review videos (~Think with Google, 2018)

Search engines are listing videos more frequently as the best solution to answering search intent. This presents opportunities in driving traffic from both Google search as well as YouTube.

The fact is that YouTube is being used as a search engine for people looking for “how-to” videos and product reviews. For many businesses, this aligns perfectly with building brand recognition and driving traffic with visitors who are already in the buyer’s journey. Tapping into this market to generate more leads is an option that cannot be ignored.

Most shared form of content

As the most shared form of content, videos can generate traffic from YouTube itself as well as be shared on multiple social platforms and websites.

This is a powerful quality for driving traffic and getting your content in front of a larger audience. If someone likes your video and shares it on their Facebook network, you’ve exponentially increased the reach your video has just from one person.

YouTube is a search engine itself

With over 2 billion users on YouTube, there is already plenty of traffic on-site that you can take advantage of. People go directly to YouTube to learn more about a brand, watch a product review or even just to learn how to do something.

The fact that there are fewer videos than web pages also makes ranking on YouTube considerably easier for a lot of keywords. You can optimize for non-competitive phrases and begin ranking for those terms in less than 24 hours.

How many words is a video worth?

If a picture is worth a thousand words, how many words is a video worth? The truth is many people prefer video to any other content type. There’s more descriptive value, brand recognition and users can digest a lot of information with less effort than reading.

Gen X and the Millennial generation have traditionally leaned towards watching videos as a personal preference. This should be enough for publishers to reconsider their marketing strategy when videos will continue to play a larger role in driving traffic and conversions.

#2-Influencer marketing

An influencer is a person who has the power to influence a large audience to make a purchase decision. By simply reviewing a product provides a company with added exposure to drive traffic. A mention on a video or social media post can lead thousands of curious followers to flock to a website. With power like this, influencers have become a viable option as a source of traffic and conversions.

To illustrate the power of influencers the royal family serves as a perfect example. When Prince William and Kate Middleton presented their baby to the public for the first time, the baby was wearing a swaddling blanket from Aden and Anais. 

Neither Prince William nor Kate had any monetary motivation and didn’t mention the blanket and yet Aden and Annais went from 14k searches to 70k searches within a month. The increase in traffic was so sudden that it crashed their servers on several occasions.

The one event with their product on a major influencer has made millions of dollars for the company Aden and Anais.

How to get mentioned by an influencer

For the most part, influencer marketing requires money in the budget to pay for a post or mention. Generally, the bigger the influencer, the more money they ask for since they have more people in their network.

Take a look at Dwayne “The Rock” Johnson’s followers sitting at 204 million. One mention from him could send your sales through the roof, however, it probably costs quite a lot to get your product in his hands and in front of his audience.

Approach micro-influencers

A more cost-effective strategy is to approach micro-influencers in your niche. A micro-influencer has around 10-15K followers and is a lot more accessible than a celebrity or major influencer. They also cost a lot less than those with hundreds of thousands or millions of followers.

Mention influencers in your content

It’s not always feasible to pay influencers for a mention but if you’re smart about your posts and strategically include them in your content, you’re more likely to get mentioned.

For example, Jetish Patil was able to get a mention on Twitter by simply quoting Robbie Richards and then tagging him in the tweet. Robbie happened to notice it and retweet his quote to his audience. Bam! Now he’s in front of Robbie Richards massive social network.

Measure the impact influencers have on your traffic

It’s important to have a way to measure and track the success of influencer marketing. It’s hard to know whether your success is directly coming from the influencer’s network without having a system in place for measuring results.

One way where you can save money on the cost and measure direct results is to pay Instagram influencers to publish a story on your company or product. An Instagram story only lasts 24 hours but if people swipe up they are taken directly to your website.

This approach can give you an excellent idea of the success of your campaign since it only runs 24 hours. Any additional traffic and conversions that you receive during that time can largely be accredited to the impact of your influencer.

#3-Guest post with a Personal Influencer Network (P.I.N.)

Guest blogging can land you some high-quality links on high traffic websites. This strategy alone is ideal for generating referral traffic when your content is being featured on websites that generate large volumes of traffic.

Combine guest posting with a team of partners to multiply your guest posting efforts and generate more traffic than if you were doing it all yourself.

The simplest approach is to reach out to the authors that have already been published on top sites in your niche. You want to make sure they’re publishing quality work on websites that have a good readership and are writing about topics directly related to your business.

The deal is to provide a mention for a mention. Keep track of the links you’re giving and receiving on a shared Google spreadsheet so you can monitor how much weight everyone is pulling in comparison to yourself.

With five people in your network, every article you publish is worth 6 links. The link you include on your guest post and the five links that are coming back to you because you linked to your partners’ websites.

Not everyone will hold their weight so when you find partners who are active and do keep up their side of the bargain-take care of them. A good team is hard to find.

#4-Paid ads & retargeting

It’s not the cheapest source of traffic, but using paid ads with retargeting can be a powerful way to drive converting visitors to your website. You don’t need to use Google Adwords, when you have other options such as Facebook, Instagram, Twitter, YouTube, Pinterest and even other search engines to choose from.

Paid advertising is a way to instantly get your website in front of an audience in a top position. You will pay to get the traffic to your site, but if you’ve managed your campaigns widely, there is still money to be made from these programs.

Cut costs and increase conversion with retargeting

Use a retargeting pixel to reduce the cost per click and increase your conversions. If you select this strategy in your campaign setup, you can get your ad to appear in front of anyone who visits your site a set number of times.

It takes an average of 7-12 points of contact to get a person comfortable enough to purchase from you without knowing who you are. Retargeting allows you to hit these numbers by uploading a cookie into your visitors’ browser whenever they visit your website.

If someone shows interest by clicking on an ad and visiting your site, your ad will continue to appear whenever they search to continue to remind them of your brand. 

This form of marketing is proven to reduce the cost per click in your PPC campaigns and increase the number of conversions.

#5-Provide expert solutions on forums and discussion groups

Although Google has become somewhat of a knowledge centre, there are still many forums that attract visitors who are looking for niche-specific answers based on other people’s experiences. Be the expert who answers people’s questions and drop links to your site strategically to further explain topics that your site already answers.

Quora

Considering that over 300 million people use Quora every month, it stands to be that you can find a considerable number of questions to answer to brand your business and drive referral traffic.

Look for questions that are already followed by at least 15 people so there is an audience for your response.

People who follow questions receive an email whenever a new response comes in. If your answer is upvoted it moves up ahead of other responses. 

If it has the most votes,  it’s featured at the top of the list of responses that have been submitted by other users.

Drop your links strategically, which is whenever it makes sense to link to additional content for reference. Avoid directly promoting a product within your answer. You risk being banned if your responses are overly promotional.

Reddit

At 430 million users a month, Reddit has a lower number of users than Google or YouTube, however, it still represents a large traffic opportunity if you play the game right. Build an audience for your content by joining niche groups and sharing quality information about your expertise.

Take note, that Reddit is known to be stricter than Quora or other sites about self-promotional content. It isn’t uncommon to be kicked out of a group or banned for linking to your website to promote products or services.

Be a contributor when you’re participating in discussions. Establish yourself as such by commenting and contributing to discussions before posting any links to your site. People will be skeptical if you’re new to a group and come in with your guns blazing, posting links to your website left, right and centre.

When you do post links, make sure they’re relevant to the discussion and provide value to those involved. As a valued Reddit contributor your input will be granted an audience and you can pick and choose the moments where it’s appropriate to post a link to your website.

Facebook groups

This also falls under the same guidelines as posting in forums and discussion groups. Join industry-related groups to discuss niche-specific content and promote your business along with other members’ content.

Aim to join smaller groups that don’t hit the million mark with the number of members. This way you have an easier time getting noticed. When there are too many members in a niche-group, your posts tend to be drowned out by the millions of other posts, making it hard to build any traction.

#6-Comment on new articles on high-authority websites

Every niche has an established list of top websites that are well known in the industry and drive a lot of traffic. Whenever a new article is published there are thousands of people that read the article within the first few weeks. Be the first person to read and comment on the article to drive referral traffic to your website.

Be the first to comment

If you’re among the first to leave a comment, you’re in the best position possible to be seen by the most visitors who finish reading the article. 

When you comment, make sure you leave a response that is insightful or provokes thought. You want to grab the attention of those reading or at the very least make an impression on their minds so they click-through to your website.

Attach a link to your website from your name

Most websites that have the option to comment on articles will allow you to attach a link to your website to your name. If people like what you’ve posted they’ll end up clicking on your name and landing on your website.

As the first comment on a high traffic website, you divert a small percentage of the thousands of visitors reading the article to your website for the life of the article.

#7-Get listed in relevant, high-quality directories

Every industry operates differently than others and in the same respect, people will search differently. A high-quality niche directory provides users with niche-specific businesses that have been qualified and vetted as legitimate businesses. This gives users more confidence in choosing a business from their directory.

An excellent example of this is Clutch.co that vets companies they list on their directory. Not only do they make sure you’re a legitimate business, but they call your clients (with your permission) to obtain an original and legitimate review of your services and products.

Apart from high-quality directories, there are major directories that people use (even if it’s from old habits) like Yellow Pages. It wasn’t too long ago that Yellow Pages was handing out those huge yellow books to homes and businesses for people to find each other.

That’s ancient history now, but many will automatically search for a local business using yellow pages because they are so well known. 

City directories and major directories all represent streams of referral traffic that can be used to direct visitors to your website. The following is a visualized ecosystem of how information was shared across the internet in Canada. 

#8 Alternate search engines

With so much emphasis on Google, the other search engines are so easily forgotten. Google dominates the global search engine market, but there are still pockets of opportunities that exist.

Bing, for example, owns more than 10% of the desktop search traffic in the American search engine market and 9% of the Canadian. 

Yahoo! Is the third largest search engine but consider that even companies that DuckDuckGo have a very small share in terms of the global market, 1% of billions of searches are still millions of searches being made every day and is worth the attention.

#9-Social media networks

There’s already been discussion about YouTube and influencer marketing but we haven’t touched on the topic of being your influencer on social media. There are so many social media users that you have several options to choose from that are more appropriately suited to your niche.

It’s obvious that Facebook offers the largest number of users, but there should be more focus on what type of social website your ideal client is using. If you’re selling high-ticket items or are a B2B service provider, LinkedIn is a good match for finding an audience that is more suited to what you offer.

Whenever your products are image-based, retail items, Instagram and Pinterest are undoubtedly among the most powerful websites to attract high converting visitors.

People like to interact with their favourite brands. They remain more loyal and are more likely to purchase from your company once they’re following you.

Choose 1 to 3 social media websites at most to build a presence where you can interact with users regularly.

Posting content once a week isn’t good enough. To successfully build a loyal and interested audience you need to comment, respond and share relevant content with your network.

#10-Email marketing

How could we end a list without including email marketing. This is one of the oldest forms of online marketing and yet it is still among one of the most effective.

Did you know that the average conversion rate from an email list is 3%, while paid ads are somewhere around 0.9%? This means that if you’re getting people to opt into your email campaign, you’re collecting a group of people with more interest in your content than the average person who clicks on a paid ad.

As an alternate source of traffic, you are in complete control over when you send people to your website. Even if Google blew up, with a big enough list you would still be able to get people reading your content and buying your products.

An email list is the perfect Google-proof solution to maintaining high volumes of traffic as well as increasing the sales and revenue you generate regularly.

There are more sources of traffic than just Google

As you can see, there are a lot of different options when it comes to driving traffic. Google owns the lion’s share of searches, but it doesn’t mean you can’t operate a business with a full-time income through alternate sources of traffic.

The way people search and interact with brands online has evolved dramatically over the years and will continue to do so. Make sure you have your hands in a few different cookie jars to maximize the traffic your website receives regularly.

Although alternative traffic sources exist, it’s nice to have the best of all worlds and keep your website in Google’s good graces.

Increase the traffic, leads and revenue your website generates with our custom SEO services.

Key Performance Indicators & Data Analysis

The key performance indicators found in the reports from your SEO consultant should be assessed for how visitors are responding to your site.

The information your site generates can be used to determine whether you’re on track in achieving specific campaign goals as well as indicate its strengths and weaknesses in achieving specific goals.

Google Analytics is a commonly used tool to track the performance data of your website. An analytics report will indicate where your website is falling short and how you can improve in those areas.

Sources of traffic

The traffic your site generates comes from multiple channels, which are separated, into paid, organic, social media and referral traffic. When assessing the traffic your site is receiving it’s important to understand how each channel performs individually to evaluate the effectiveness of each source.

Monthly search volume

When you’re engaged in SEO you should be aware of the traffic your site is generating. Are you getting the monthly traffic from the right channels? Is your monthly search volume declining or rising each month? Is this in line with the expected results of your SEO campaign?

Keep in mind that if your campaign targets low volume keywords that convert higher than it would be expected to have a lower search volume. In this case, the volume isn’t a KPI in your campaign, and you would want to see improvement from your engagement statistics.

Average time spent on page

The time a user spends on your page can be a good indication of their level of interest. If the overall time of your average user is increasing, this is a sign your visitors are spending more time engaging with your content.

The longer you can keep a visitor on your site, the more likely you are to convert them to a client. This is why the average time spent on a page, or dwell time is statistic your SEO consultant will try to improve.

Average pages viewed per session

A higher value indicates that your visitors like what they are finding on your site. If they are exploring page after page, your content is obviously on track in providing user intent.

When there are fewer pages viewed per session this could mean your internal linking strategy and navigation needs improvement. Connect your pages with links to related content to see an improvement in this metric.

Make your content accessible and easy to find starting on your homepage. If your visitor has topic options to choose from they are more likely to explore more pages on your site.

Conversions

Conversions are the goals you set up that you want visitors to accomplish on your website. The conversions you set up in Analytics can be anything from calling your business, filling out a contact form, subscribing to a newsletter, downloading upgraded content or making a purchase.

Your conversion rates give you insight into the flow of your content and how you funnel your visitors. Are you gently urging users towards your goals? Are you using an effective call to action for completing those conversions?

You can see where your users are exiting your website to make changes to pages that are not effective in guiding or converting your visitors to achieve your on-site goals.

New users vs. returning visitors

This is a useful metric to know whether your campaign efforts are reaching new users and driving traffic that will help to grow your business. Growth through new clients and more sales is the end goal, which means your site; needs to be attracting new users in order to contribute to the bottom line.

Bounce rate

When a user lands on your site and backs out, this increases your bounce rate. Analytics will measure the bounce rate based on whether a user clicks on any other pages on your site.

Although this indicator can show how well your site is being matched with your traffic, it won’t indicate whether you are providing exactly what the user needs-making there no reason for them to click further.

The lower your bounce rate, the better indication of higher levels of engagement. Keep your bounce rate under 50% and you’re in the average bracket for most websites. Here is an infographic from Crazy Egg showing the average bounce rate by industry.

Search Console

The statistics in your search console will vary from your Analytics account. Here you can find stats and information that can provide you with more insight on how your website is performing.

Impressions vs. clicks

It’s important to know how many times your website is being displayed for specific queries. In the search console, you can see what keywords your site is being displayed for as well as how many clicks it’s receiving.

Understand your key performance indicators

In order to know how your website is progressing, you need an awareness of what it is doing now. Get familiar with the key performance indicators that apply to your campaign goals. Take the next step to increase the size of your business with our SEO services.

A Guide To Small Business SEO

Every small business needs SEO as part of its growth strategy. The search results are much too competitive to avoid search engine optimization completely and there’s way too much money to be made from an optimized website for SEO to be ignored. The truth is small business SEO is a complete game-changer if your website hasn’t been optimized to appear for important keywords to your business.

The opportunity exists in many industries where many small businesses haven’t taken the time or spent any resources on improving the optimization of their website. If your business is in one of these niches, a little goes a long way. Capitalize on the traffic opportunities Google provides where other businesses have not yet taken the initiative.

The reason these opportunities exist is that many small business owners either don’t have the time to optimize their site themselves or they don’t have the resources (not in the budget). What many small business owners don’t understand (or don’t believe) is that small business SEO leads to massive gains in your yearly income.

How can you afford NOT to optimize your website?!

This guide covers the basics of small business SEO. If you’re competing locally or target keywords in a moderately competitive search environment, this guide will teach you how to improve the search visibility of your website. The improved rankings, enhanced optimization ultimately generates more leads and traffic on a regular basis.

Are your pages indexed?

One of the first things you’re going to check is whether the pages on your website are indexed. You’d be surprised at the number of things that could happen that lead to a company’s website being removed from Google’s index. You’ll want to eliminate that possibility before doing any work on your site.

If your pages aren’t indexed, you won’t show up anywhere on Google. Use the site search operator to tell Google to list the pages of your website by entering the following in the search box:

Site:[your domain.com]

This command will look for and list every page on your domain that Google has indexed.

It’s a bad sign if your homepage doesn’t appear at the top of the search results. 

It’s even worse if none of your pages show up! 

In the event your pages aren’t being listed, you’ll need to dig further to find out what exactly is happening with your website.

Google’s Search Console

If you haven’t signed up for the search console, you should do that immediately by clicking here. The search console is your way of looking into most of the issues that go wrong with your website. The search console can provide you with unique insights regarding the inner workings of your site.

There is a tab on the left menu that specifically shows you how many pages your website has on Google’s index. This tab also shows you how many pages have errors that need attention.

Check for manual actions

If your pages are not indexed one of the first areas you should check is the manual actions tab. This is probably the worst thing that could happen to your website since it means Google has issued a penalty for violating its Webmaster guidelines.

Most penalties are based on exposing specific types of ranking manipulation. If your website has accumulated too many unnatural links it’s cause for google to cite you with a manual action penalty. Manual actions will in almost every case result in the removal of your website from Google’s index.

If you don’t have any manual actions, you’re going to need to check your website for any mistakes that could have been made.

Check your general settings from WordPress

WordPress has a setting you can find under Settings, Reading, where there’s a radial button you can select that tells search engines to ignore your website. If it has been selected, none of your pages will be indexed. Make sure the setting is unchecked.

The last place you’ll need to check is your robot.txt file. This is a file on your site that instructs search engines which pages to ignore. If there is a command on this file that shouldn’t be there, your pages may not be indexed.

If your pages are indexed, let’s move on to the next part of optimizing your website.

Technical performance

It’s important to get an overview of the technical performance of your website. Use SEMRush, Ahrefs or Moz to scan your site for any issues that could be affecting your overall ranking such as page speed and missing pages.

Missing pages (404 errors codes)

Too many errors on your website is never a good thing. Missing pages contribute to a poor user experience. When a user clicks on a link and is taken to missing pages it can be frustrating and lead to them completely abandon your site altogether.

You can discover the missing pages on your site that are generating a 404 code by running a site audit using a number of different tools. Here’s an example of a SEMRush report on the overall site health of a website.

You can discover the missing pages on your site that are generating a 404 code by running a site audit using a number of different tools. Here’s an example of a SEMRush report on the overall site health of a website.

The report will list the missing pages on your site so you can correct the problem. The options you have for fixing the issue is to either:

A) Redirect the old URL to another page with similar content

B) Republish a page with the same URL.

C) Change the links that are pointing to the deleted page (could be internal or external)

Check for slow page speed

Slow page speed is bad for business. It was declared an official ranking factor by Google itself back in 2013 and apart from that can repel visitors from your site if your page takes too long to load (known as the bounce rate).

Slow page speed is bad for business. It was declared an official ranking factor by Google itself back in 2013 and apart from that can repel visitors from your site if your page takes too long to load (known as the bounce rate).

You have a variety of tools to choose from to test your page speed such as Google PageSpeed Insights, Pingdom, GT Metrix.

Enter your URL in any one of these tools and get a page speed score. Each one of these tools also provides you with a report that will detail the reasons your page is loading in the time that it is.

Enter your URL in any one of these tools and get a page speed score. Each one of these tools also provides you with a report that will detail the reasons your page is loading in the time that it is.

Identify, assess and prioritize keywords

Choosing the keywords your website targets is an important part of strategizing the traffic your website generates. The keywords you select impact the quality of traffic your website receives, so it’s important to make sure that you have a good grasp of the terms that represent the most value.

Brainstorm your top search terms

List the major services, products or topics of your website. These will represent the major pillars that are essentially the most important aspects of your business. Break down each topic with a list of keywords that contribute to providing an accurate description of the topic.

There are dozens of tools to use where you can generate relevant search terms. Eventually, you’ll need to assess the metrics of each keyword to choose search terms that have an appropriate volume of monthly searches and are not overly competitive.

By establishing your major keywords early on in your website development you can incorporate those terms in the metadata of your pages from the start. Going back to correct these types of issues after publishing your pages can cost you time, resources and search visibility.

Identifying the best keywords for your site in a topical manner establishes a direction for your blog content. Publish related articles that contribute to a better understanding of your major keyword topics, the stronger your website becomes in this area.

Establish search intent

In order to publish content that ranks for a keyword, you need to know exactly what users are looking for when they use that keyword in a search. Enter your keyword in Google and survey the 10 organic results. Make sure they are websites similar to your own and you’re offering a better version to what’s on the first page of results.

Assign value

Qualify your keyword selection by assigning commercial value to each search term. Use the cost-per-click value as an indication of commercial value. If there are. a lot of publishers bidding on this keyword, it drives the price up. A high CPC value indicates people are making money on the traffic from your keyword.

Check for a minimum volume of monthly searches

If your keyword gets zero searches a month-what’s the point of ranking for it?! Choose keywords that have enough volume to drive traffic that converts. Remember that the total search volume doesn’t mean your website will receive it all. You may be looking at getting a small percentage of that traffic since it gets divided amongst the SERP features and 9 other websites competing for your keyword.

Filter out high competition keywords

Part of the keyword selection process is to recognize the terms that will take too long to rank for on the first page of results. Highly competitive terms are usually dominated by high authority websites. If you don’t own a high authority website, or your domain authority is dwarfed by the competition, avoid that keyword.

Consider keyword variations or long-tail keywords as alternative solutions where you can capitalize on traffic in a shorter and less labour intensive period of time.

Long-tail keywords

Create a short term goal and a long term goal for every page that points to your pillar page by targeting long-tail keywords. Over 50% of all search terms are more than four words. By creating a longer search term you will reduce the competition that’s optimized for the key phrase. Adding more descriptive terms to your keyword will drive more targeted traffic to your site.

Create long-tail keywords by forming a question using your seed keyword. This will set the stage to optimize for featured snippets, PAA boxes (People Also Ask) and voice search. Over 80% of Google home results are displayed from featured snippets.

Ask your question in every form of “who, what, where, when, why and how.” You can make your own list or seek the assistance of Answer The Public. By typing in your keyword on the dashboard of this site it will return a list of questions using who, what, where, when, why and how.

Additionally, Answer The Public will also produce reports on what words are most often combined with your keyword, what phrases are most typed and offers this info in as a visual display or in list format. You can export all of the results generated but keep in mind you have a daily limit for how many reports you can generate.

Local keywords

If you’re a local business, choosing your keywords can be fairly simple for appearing in localized searches. Most businesses optimize for their service (or product) + city or vice versa.

If you’re a plumber in Toronto your top keywords are going to be plumber Toronto and Toronto plumber.

Where you can accelerate the traffic your website generates is to break down your major keywords into as many subtopics as possible to create more traffic opportunities.

Identify additional search terms that your clients are searching as a way to expand your reach and get more people on your website. Some of the top plumbing terms that plumbers in Toronto would consider are:

• Emergency plumber in Toronto
• Cheap Toronto plumber
• Plumbing company Toronto
• Plumbing services Toronto

Map out content that satisfies the search intent for each of your major search terms. Use a combination of blog posts and service pages, to come up with the keyword strategy that drives local traffic at each stage of the buyer journey.

Content creation

Every page you publish on your site should have a specific purpose. As a small business, you should be using content to move your visitors closer to making a purchase. This process is otherwise known as the marketing funnel which lists the stages of the buyer journey.

Marketing funnel/buyer journey

The buyer journey or marketing funnel concept suggests that people go through a series of stages before actually making a purchase. Create content to address each stage of this journey to equip your website with the ability to satisfy multiple search intents. 

No matter what stage of the journey a visitor is on when they land on your site, you can guide users further along in their journey and get them closer to making a purchase.

The decision stage

Visitors in the decision stage know exactly what they’re searching for and are ready to make a purchase. These users are considered to be at the bottom of the funnel and have likely searched Google using brand searches, product descriptions, service searches, etc.

These keywords are transactional in nature and your service pages should target these phrases since users are looking to buy what they need.

The consideration stage

The consideration phase is where users may know what they need, but they’re comparing the products and services from different companies. They’re exploring their options by researching the advantages and disadvantages offered between competitors.

Content that addresses this stage can be case studies, independent research, reviews and any type of content that convince a user to purchase a product or service.

The awareness stage

At this stage, users are searching for information, however, they may or may not know what the solution is to their problem, or what their problem even is. Content that targets the awareness stage is basic explanations of products and services or solutions to common problems. 

For example, someone who has psoriasis may be searching the symptoms they’re having, not really knowing how their condition can be solved. 

If your website offers skin hydrating solutions, then publishing an article about the symptoms of psoriasis and how it is treated would be ideal for making people aware of your product. 

Not only do they become educated about their condition, but they learn how your product is a solution for it as well.

This concept of building awareness is how many websites are able to grow your business. It allows you to target a much broader audience than would never find your website without being made aware of what their problems are and how they are solved.

How to create content that outranks the competition

Search engines aim to display the best answer to search intent. If your page is not one of the 10 best pages to answer the users’ intent of the search, you’re not going to drive any traffic from that keyword. To create content that outranks the competition, publish versions of content that are superior to anything that ranks on the first page. This is where SEO content writing is extremely advantageous.

Satisfy search intent

Scanning the first page of results is a practice that will reveal similar characteristics in the content that’s being published. Check for a dominant type of content that ranks highly to determine what will give you the best chance of ranking on the first page.

Go through each page to assess the topics that are covered. By scanning the headings you should get a good idea of the topics that have been highlighted. It will be important that your page addresses everything the top-ranking pages cover, and more.

You can add more value to your content by extracting clues that hint at search intent from the SERP features that are present. Use questions from the PAA box to expand on your content. If Google has these questions listed in the box, it’s a way of suggesting that they are relevant questions related to your keyword.

If specific types of multimedia appear on the SERP, be sure to incorporate these forms of multimedia within your content.

The idea behind answering search intent is that you provide the best response to the keyword search by demonstrating your page has the ability to cover the most important aspects of the keyword topic.

Implement the skyscraper technique with 10X content

The skyscraper technique and 10X content refer to the same concept of publishing a page that is better than what ranks in every way. Aim to be more detailed, cover more topics, add more multimedia and provide a better user experience than the competing pages.

Optimize your pages

At the most fundamental level of on-page optimization, your page needs to be optimized to appear for the keywords you target in the organic search results. You can also optimize your pages to drive more traffic from additional features and positions in the SERP.

Basic on-page optimization

The metadata is the information the search engines will receive first. Place your keyword within the H1 tag on your page to tell search engines it’s one of the most important descriptive words for your content.

The title that’s framed in H1 tags is what shows up on the search engine result page. If you’re using a CMS then it’s more than likely your page title is automatically tagged for you. WordPress handles this for you.

The URL is also a major descriptive element of the content on your page. It’s important to keep your URL short and descriptive. Your keyword alone will often be the perfect solution to an optimized URL.

Avoid auto-generated URLs that make no sense to users or search engines. Even using dates and times is problematic if you ever want to update content. Plus they don’t help with optimizing your page for your keyword.

Use your keyword in your meta description to attract users. The meta description is not specifically used by search engines for determining optimization, but it can influence whether a user clicks on your page from the SERP.

Incorporate your keyword and its variations within the alt tags of your images. Search engines put the most emphasis on how to categorize your images by what’s written in the alt tags.

The filename and captions are also additional hints for optimization so make use of them as well with descriptive keywords and synonyms.

Structured data markup

Implement structured data markup whenever the opportunity presents itself. This form of metadata is invisible to users but is useful for search engines. The added markup makes information more readily available and provides additional context to your page.

A web page that uses structured data markup is more likely to appear in voice search results. In fact, 36.4% of voice results have structured data markup.

Rich results are also attainable with structured data markup. If you can enhance your search result listing with a rich result, you can increase the traffic your site receives from higher click-through rates.

Enhanced search results capture more attention from users who are scanning the results. The increased click-through rates ultimately can lead to an improved position on the SERP since it happens to be a metric measured and monitored by Rankbrain, (Google’s AI program for determining website ranking).

Optimize for SERP features

Google will display different SERP features depending on the keyword used in a search. For instance, if you add near me at the end of a search, Google recognizes you’re looking for a local business and will display the local finder.

Optimize for the features that appear on the SERP to give your content more ways to drive traffic from keyword related searches.

Featured snippets give your business an advantage over other search results by being the first item at the top of the page as well as the fact that it’s an enhanced search result. 

Appearing in a featured snippet contributes to branding your company as an expert in addition to driving the most traffic from the keyword search.

PAA boxes are also another feature in which you can optimize your content and drive additional traffic to your website. Answer the questions you find in the PAA box by keeping your answers short and direct.

Link building for small business owners

It needs to be made very clear that backlinks can and do play a very important role in providing your content with credibility, authority and overall ranking ability. Although it may not be extremely necessary to engage in advanced link building tactics, you can implement basic tactics that can result in some high-quality links to your website.

A quality backlink is one that comes from a website within your niche, industry or a close vertical to it. You want the link to represent a vote of credibility for your content. In other words, it’s like getting other companies to vouch for you. 

Link relevance is the most important aspect of how much positive impact a link has on your website.

The second aspect of a quality backlink is that the website who links to you also has quality backlinks. Search engines will assess the credibility and authority of every website that links to you-which are done by checking their backlinks.

The higher the authority in your niche, the more impact the link has on your website. Therefore if you want to acquire the best backlinks possible for your website, look for the most trusted names in your niche/industry with the most domain authority.

Find client/vendor links

Considering that relevance is the most relevant factor, one of the first places you should look for a link is from your vendors and clients. Their websites don’t get much more relevant than that.

Many companies have published pages in which they link to their clients and vendors and list them as resources or useful links. You can also find these types of pages on your vendors’ websites that would be published as stocklists or pages titled “where to buy.”

You can search your client websites by using the following search operators on Google:

• Site:yourclient.com + inurl:”links”
• Site:yourclient.com + intitle:”resources”
• Site:yourclient.com + intitle:”links”
• Site:yourclient.com + inurl: “resources”

Search your vendors’ website by using the following searches:

• Site:yourvendor.com + intitle: “stocklists”
• Site:yourvendor.com + intitle:“where to buy”
• Site:yourvendor.com + inurl:“stocklists”
• Site:yourvendor.com + inurl:“where to buy”

You may have noticed that the commands can be mixed to tell Google to look into either the URL or title.

Your first tier of links should always reflect credible sources that have some sort of authority in your niche/industry. 

Look on both your clients and vendor’s websites to find relevant link opportunities from those who are the most likely to give you the link.

There are a number of other ways to acquire high-quality backlinks for your website. The level of difficulty in executing these strategies can vary depending on your own strengths.

Many business owners need to get familiar with how to build local backlinks. If your audience extends past your locality you may want to consider guest blogging for quality links and referral traffic to your website.

Drive traffic from Google Local Pack/Finder/Maps

Whether your business has a physical location or not, you should definitely be listed in Google’s local finder. The local pack is often triggered in searches for products and services if local businesses are optimized for those keywords. Optimize for local SEO to drive high-converting traffic with less competition.

Approximately 45% of searches are made to obtain information on a local business. Capitalize on the traffic this feature can provide by signing up for Google My Business.

Once you’ve registered, you will need to verify your listing by postcard. 

Use your home address if you’re a service area business. If you’re a partner in a business, use the person address that is closest to the centre of the city you’re optimizing for. 

You’ll get the most impressions when you’re business address in the most densely populated areas.

Use every opportunity to enter your information into the fields that Google My Business offers. 

• Enter your address (if you service a large area and do not have a brick and mortar address you should leave the address field blank)
• Upload images.
• Add your logo.
• Post content on Google posts.
• Answer questions on the knowledge panel.
• Include the most appropriate categories.

Google will extract that information when a local search is made in your area. You want to have as many reasons as possible to be listed in the top ranking positions of a keyword related search.

Encourage reviews

Reviews are a ranking factor that will contribute to where your company is displayed in the local finder. The more five star reviews your company receives the more likely you are to appear in the local pack (top three sites listed on the first page of search results).

Detailed, keyword-rich reviews will go a much longer way than short reviews. Encourage your customers to talk about their experience with your company to get the most of reviews as a ranking signal.

Extend your reach through social media

There is no denying the power of networking through social media. The goal of your company is to get as many people on your website as possible. Post your content and be engaged in sharing people’s content, and commenting as much as possible to continue building a following.

Choose one or two sites that you will be engaged in making your presence felt. This doesn’t mean to limit the number of profiles you create- it helps you to be more consistent in commenting and responding to comments and questions.

Include as much video as possible when posting to your networks. Video gets the most shares and produces the highest levels of engagement. People prefer to watch a video than read a long block of text.

Share other members posts to show support and encourage them to share your content as well. Leave a call to action on all of your posts as well as links to your website.

A large social network can create a surge in the traffic your site receives when you share high-quality content. The more people that are on your site create more opportunities for people to link to your site and improve your ranking. Entire businesses are made from the traffic social media provides so maintain a constant presence a continuous effort to build a network that becomes a valuable asset.

Increase revenue with SEO for small businesses

Search engine optimization is undoubtedly the most powerful inbound marketing strategy you can implement for your business. Google provides the largest source of high converting traffic that you can receive on a regular basis.

Incorporate SEO into your growth strategy. Whether it means making room for it in your own busy schedule or making room for it in your marketing budget, the ROI you receive is well worth the effort.

Our company specializes in small business SEO services and will cover everything mentioned in this guide and more. To get started with a website audit, contact us for a free consultation.

Page Speed: A Complete Guide For 2020

Page speed has been an SEO issue ever since Google made it an official ranking factor in 2015. The importance of page speed is paired with the significance of providing a better user experience, an important aspect of user engagement. Now it remains an important factor that could save you clients and revenue.

What exactly is page speed?

Page speed is the measure of time it takes for your page to load (not to be confused with site speed, which is the overall speed of your website). Page speed is measured by the time it takes until the first contentful paint (FCP), which. is the first appearance of content.

Every web page has a sequence of items that need to load before we see the full web page. The browser loads a page in the order it’s prioritized. You can increase the speed this all takes place by improving any or all of a number of the issues that can cause a bottleneck and result in slower load time.

What are the benefits of fast page speed?

The time it takes your pages to load can have a significant impact on the performance of your website. If your site is already fast, the improvements might be marginal, but the long-term benefits will be substantial.

Reduced bounce rate

By far, this is one of the most well-known improvements you can make to your page because it has such far-reaching implications. The bounce rate of your site is the percentage of people that land on your page and back off of it without clicking through to other pages or reading any of the content.

Generally, a high bounce rate indicates the user is not interested in what they’ve found when they land on your page. Studies have shown that there is a direct, inverse correlation between page speed and bounce rate. The faster your pages load, the lower your bounce rate becomes.

The opposite is also true where the longer it takes your pages to load the more users will bounce off of your page.

According to Google, every second in load time represents a percentage of visitors who will back out of the site in search of another that loads faster. This becomes very apparent after three seconds.

The logic behind the relationship between page speed and bounce rate is simple; People hate to wait and when their patience is tested, they will leave your website in search of another whose pages load faster.

Increasing your page speed will literally keep more people on your website.

This discovery led retail giants to save billions of dollars every year. The more they improved page speed, the more they reduced abandoned shopping carts and increased their revenue.

The general consensus among people is that they tend to distrust websites that take a longer time to load. Long load times equate to poor user experience. If Amazon experienced a loss in potential business and they are one of the most trusted sites in the world, what do you think people will think of your site if it’s not loading in a time that’s up to the status quo?

So what is the status quo for page speed? Below is a chart of the average load times across different industries.

What you can draw from this is that although there is a heavy emphasis on improving your pages load time, there are still a lot of websites that haven’t conformed to the recommended standard set by Google of 3 seconds.

This presents an opportunity to get your site faster for a competitive advantage that contributes to ranking and a better user experience than what your competition offers.

Now that we can all agree that the faster your page load time, the more visitors stay on your site, there are a bunch of good things that happen from the domino effect.

Fast page speed improves your click-through rate

More visitors staying on your pages means a higher click-through rate. If your pages are loading faster, you’re getting more of your content in front of them to find and click through to on your website.

Longer dwell time

With more users able to click through to more pages, the average time spent on your website is going to get longer. Longer dwell time demonstrates a positive signal that will benefit your website’s search visibility from improved ranking.

Increased search visibility

Improved page speed leads to improved user engagement, which is also a positive ranking factor that becomes highly relevant on the first page of results. Rankbrain is one of Google’s artificial intelligence programs that is specifically designed to assign rank positions.

Rankbrain measures user engagement statistics along with other ranking factors to determine the popularity of a website and whether users are enjoying the content they find. Your site will experience increased search visibility from a higher ranking.

Increased volume of traffic

Higher rankings will almost always mean an increase in the volume of traffic your website receives. Apart from the rise in traffic from improved ranking, the increased volume of traffic that stays on your site provides your website with more opportunities to convert visitors into clients.

Higher conversions

Longer dwell time and higher click-through rates are the perfect recipes for increased conversions. The more content you can get in front of your audience, the more opportunity you have to build trust and guide them to products, contact forms or making a phone call. The conversions on your site will naturally increase.

Time is money. Walmart and COOK have reported huge percentages of increase in profit by reducing their pages load time. Walmart increased conversions by 2% with every second of increased speed. Cook increased load time by 0.85 seconds and enjoyed a 7% increase in conversions. (~Radware Blog)

In the chart below, mPulse Mobile was tested for its conversion rates vs. load times. The case study was performed by Skilled and here are their findings :

• At 2.4 seconds they had a 1.9% conversion rate
• At 3.3 seconds conversions were 1.5%
• 4.2 seconds was less than 1%
• 5.7 seconds and higher was 0.6%

Increased revenue

The ultimate benefit of increased page speed is the increase in revenue your company receives. The law of averages suggests that the more visitors that land on your website (from relevant search terms), the more conversions and sales your website will experience.

If your website traffic goes from 500 visitors a month to 1000 visitors a month, you can expect to see a direct relationship in the revenue your company receives. Improving the page speed within your website will ultimately increase the revenue your website generates on a regular basis.

How to improve your page speed

• Test your speed
• Images
• Minify HTML, CSS and JavaScript
• Leverage browser caching
• Lazy loading
• Use CSS Sprites
• Use a CDN
• Delete unused plugins
• Choose the right hosting plan

Test your page speed

The first step to increasing your page speed is to get a report on the actual speed of your page. Included with your actual page speed will be a list of items that you. can do to speed up the load time of your page.

How do I test the speed of my website?

Go to any of the following websites to generate a report on the speed of your website.

1. Pingdom
2. Google PageSpeed Insights
3. Google Mobile Website Speed Testing Tool
4. Google Analytics Site Speed
5. WebPageTest
6. GTMetrix
7. KeyCDN Website Speed Test
8. DareBoost
9. Web Page Analyzer
10. YSlow
11. Chrome DevTools
12. Load Impact
13. Site Relic
14. dotcom-monitor
15. New Relic

You can any of these free tools but why not go straight to the source by using Google PageSpeed Insights.

Enter the URL of your page and you’ll receive a page speed score out of 100 on both desktop and mobile.

Scroll down to view a list of items that are affecting your load time.

Every website will experience its own unique issues but for the most part, the following are the most common fixes and should be incorporated into a routine to maintain the time it takes for your pages to load.

Whats a good page speed score?

If your page scores a 90 and above, your page is considered to have a “good score” A score between 50-89 is considered to “need improvement.” If your page scores less than 50 it’s a bad score that needs immediate attention.

Reduce the size of your images

Images are one of the leading causes of slow page speed, however, there’s a lot you can do that directly affect your pages load time. The first is to reduce the file size of your images by reducing the dimensions and pixels you upload onto your site.

Choose the exact dimensions that are needed in order to eliminate the need for additional resources requests from the server.

When you upload an image taken directly from a camera, the file size is often 1000’s pixels in width and length. If the required size is smaller than the actual image size, you can streamline the time it takes to load by only uploading an edited version.

Use the correct image formats

Another way to reduce the size of your images is to use the most appropriate formats than enable compression. GZIP is ideal to use on your website for the smallest version of your images.

Choose PNG and JPEG as the preferred formats. PNG is mostly for web colours, which is ideal for charts, graphs, banners, etc. JPEG is best for actual photos with a more complex range of colours.

Remove unnecessary metadata

Many cameras will embed information into the images it renders. Removing the unnecessary metadata can reduce the file size and streamline the load time.

Use lazy loading

Lazy loading prioritizes the sequence of loading images on your page. The priority is given to the images that are located above the fold and in plain view when a user lands on a page. The images below the fold are delayed loading until the user scrolls down.

Prioritizing this sequence on your page allows more resources to be dedicated to the content that is immediately being viewed. When the user scrolls down, the images are then triggered to load, which is faster than having the entire page load at the same time.

Minify and inline HTML, CSS & JavaScript

You may see on your page speed report to minify and inline scripts and languages such as HTML, CSS and JavaScript. This refers to streamlining the code that is found in the header of your website.

Most WordPress sites are built from templates and the code used in the header will often have notes and many spaces between the lines to separate segments. These spaces are mostly for human developers since the bots that read the headers don’t need the spaces to differentiate segments or the notes for their understanding.

You can reduce and compress the code on your page by eliminating both. It may seem difficult, but you don’t need to do this on your own. Some plugins will do the work for you-we’ll name a few tools you can use later in this article.

Leverage browser caching

You can lighten the load your server takes on by enabling a command that tells browsers to save the most important files on your site. Browsers will save images and other time-sucking resources so that after the first visit from a user, those files are ready for display in a fraction of the time it would take to retrieve them from your server.

Browser caching increases your page speed by reducing the number of server requests you make when loading your website.

Use CSS sprites

The use of CSS sprites can save load time by using a template image that includes many smaller images that can be used on different parts of the page.

Rather than have the server make multiple requests for each individual image, you can choose to show the parts of the image to use on the different parts of your website.

Use a CDN

A content delivery network is ideal for reducing server response time. Your website data is loaded into servers that are strategically placed around the world. Whenever your website is accessed, the information is taken from one of the remote servers as opposed to being requested from your hosting company servers.

The information being relayed from your server to your website has less distance to travel which cuts your server response time down tremendously if you’re website is being accessed all over the world. Activating your CDN with default settings has been stated to improve site speed 10 times faster than without.

Delete unused plugins

Every plugin on your website will take up a specific amount of resources due to the code that’s written in the header. By deleting plugins you don’t need you can free up more resources by eliminating clutter in the header. Even if the plugin is deactivated, delete it if you’re not using it on your website.

Choose the right hosting plan

Depending on the resource requirements of your website, the wrong hosting plan could negatively affect your page speed. There are three options when you choose a hosting plan and each plan allows you different amounts of server resources.

Shared hosting plan

This plan is to put your website on a server that’s shared by a group of other people. Whenever people land on your website, there is a request for resources in order to load the page. If your server doesn’t have those resources available, your site will experience a delay in load time.

This can happen if too many accounts share one server. Multiple server requests made at once can overload the capacity of the server to handle every account’s needs. Even if the server has a reasonable number of accounts, if the traffic on your site grows, you may need to upgrade to the next level of hosting.

VPS hosting account

A VPS hosting account guarantees you a specific amount of resources at any given moment. This ensures your website has the resources needs based on the expected volumes of traffic you receive.

A VPS hosting account is still a shared account, however, the number of accounts is limited in order to persevere the guaranteed allotted resources for your website.

Dedicated server

If your website experiences massive spikes in traffic you may need a dedicated server to handle the loads required to keep your site up and running. A dedicated server means there is no one else sharing your resources, which makes your server response time lightning quick.

Tools for page speed maintenance

Many of the issues that prevent fast load times can be solved without needing a degree in computer science. If there’s ever an item on your page speed report that you’re unsure about, you can always Google the problem to find a plugin that solves that issue.

Here are a few tools that can handle the majority of page speed problems and contribute to faster load times.

W3 Total Cache

This plugin can handle a few different issues in one fell swoop.

Once installed, you can configure your settings to inline and minify HTML, CSS and JavaScript by simply enabling this function in the settings.

The option to leverage browser caching is also located with the settings of the plugin. Be sure to enable this option and set it to the maximum amount. of time-which is one year.

Test your website before and after installing and setting up the plugin. You’ll want to make sure you see a notable drop in your page speed. If your website doesn’t get faster, there may be a conflict between plugins that you’ll need to identify before moving forward.

Cloudflare

As a free option for using a CDN, Cloudflare is ideal. The company has an extensive network of remote servers making your website convenient to load from any region of the world. There are similar options you would find in W3 Total Cache to increase page speed.

Smush

This plugin compresses all of your images to the smallest size possible. The beauty of this plugin is that once it’s installed it will compress every image you upload automatically.

You will need to manually compress images that were uploaded prior to installing this plugin (in the free version).

Smush gives you the option to enable lazy loading to prioritize the load sequence of the images on the page.

Alternate versions of Google PageSpeed Insights

There are multiple tools for testing page speed that you can use instead of Google. Each tool has slightly different features that you may find more useful for your needs.

Sites include, but are not limited to:

• GT Metrix
• Pingdom
• YSlow
• Webpagetest.org

Incorporate page speed maintenance into your daily operations

Achieving fast page speed is not a one-time shot that is achieved overnight. Sure, you can make significant improvements with specific actions, but there are regular maintenance routines you should practice in order to maintain a website that loads quickly.

Install the plugins that best suit your business in order to automate many of the functions required for fast-loading websites. Keep in mind that just because you installed Smush doesn’t mean you can skip editing the size of your images.

Page speed is a value that fluctuates over time, and so requires a periodic evaluation. Test your pages every month to make sure there aren’t any bottlenecks building up the time it takes to load your page.

Some of the changes you need to make may be quick and apparent, while others may be more gradual and not as clear-cut. Staying on top. of the situation ensures your website pages are continually maintaining and increasing the speed at which they load.

Maintain constant vigilance of the page speed on your most important pages. The effort you put into keeping load time low will result in a landslide of benefits that ultimately increase your revenue on a regular basis.

How to Make Your Website Appear First On Google

Want to know how to make your website appear first on Google? It’s simple once you understand the basics of SEO and put in the work. With the right SEO strategy, you can get your site to the top of the search engines for multiple keywords that are important for your business.

To go straight to the top of the search results you need to consider what keywords you’re targeting and the competition that’s pursuing those very same search terms. It’s very difficult to take a brand new site straight to the top of the rankings for a highly competitive term.

Choose the right audience

Choosing a keyword is as simple as describing your business. You can get pretty accurate with your keyword selection by simply explaining what your company offers in a way that people type when searching online. To find visitors that are a perfect match for your business, create the perfect buyer persona.

Creating a buyer persona is an exercise that will help you meet the needs of your client on a more personal level. When you go through this exercise the age, occupation, sex, marital status and many personal defining attributes are established. This brings you to a closer understanding of how this person thinks, what’s most important to them and how you can relate to them on a much deeper level than simply describing your product. Knowing your audience is one of the first steps in creating great content because the language you use is more focused and appropriate in communicating your message.

By establishing who your audience is, the subtopics you choose will be tailored to the issues unique to their current life situations. This makes the content you create more relevant to your readers and contributes to optimization for your main keyword topic.

Assess the competition

One of the major ranking factors that you need to consider is the backlinks and authority your competition possesses. If you type in an extremely competitive keyword such as, learn SEO, you’ll see the first three results are websites that have been around for years and each has thousands of backlinks pointing to its page.

These domains are also considered high-authority domains and major influencers in the SEO industry. It would take quite some time to build up enough authority to be able to beat these websites for a competitive keyword like this. This doesn’t mean you abandon this term completely, however, you’ll need to be more strategic with how you choose your keywords.

Eliminate tough competition with focused keywords

Reduce the strength of your competition by using long-tail keywords to get more specific with the audience and traffic you’re targeting. For example, you can turn the keyword “learn SEO” into a long-tail keyword such as “learn search engine optimization from scratch” to loosen up the competition.

As you can see from the search result in the image above, there are a few positions on the SERP that are held by much lower authority websites. In addition, the average number of backlinks has dropped dramatically.

Long-tail keywords make up about 70% of the total searches made on Google. The advance in Google’s ability to understand intent has improved dramatically allowing search phrases to be longer and more conversational. This creates infinite opportunities to optimize for a phrase that will be specific enough to drive traffic that’s a match to your business.

Longer search terms tend to convert at a higher rate because they are a better match to your content. The more specific you are with the phrase you’ve optimized for, the more specific the intent is of the visitors who land on your site.

A clear example of this is if you sold extreme temperature winter boots for men.

Consider who is searching for term winter boots.

If you optimized for “winter boots” you wouldn’t be getting a perfect match for your product because your product would only appeal to a small percentage of the total traffic searching “winter boots.”

Women would make up a huge percentage of the traffic and would immediately leave your site since you only sell men’s boots.

By using more qualifying terms to describe your product you can make your site more visible to those who are actually looking for what you’re selling.

Publish shareable content

When the first page of Google is the goal, shareable content will help propel your site to the top by getting more people on your page and giving your content a higher chance of being linked to by other sites. The number of referring domains linked to your page boosts your ranking and although social shares are not a direct ranking factor they give your page a larger audience and a better chance of being linked to by more websites.

Publishing shareable content means creating pages people enjoy reading as well as find value in what is offered. Great content means it is highly relevant to its audience. If you’ve done a thorough job on your keyword research, you should have been able to come up with a few issues or problems that are common to your target audience. By offering the solution to these problems the value of your content increases as well as its shareability.

Post your content to your social media networks to get as much traffic as possible on your site. Use a call to action and ask people to share your content. Social sharing plugins will make it easier for people to pass your page along through their network.

Outperform competing pages

To outperform competing pages, you need to look at the top ten results for your specific keyword. Take note of the article length, type of media used, the topics covered and the links they’ve acquired to beat them in every way imagineable.

Google tends to prefer longer articles

Article length isn’t a direct ranking factor but it does affect the length of time a visitor spends on your page. It also is an idication of the depth a specific page offers for a specific search query. I fyou look at the average length of the top 10 results on Google you’ll notice that the average length of a top-ranknig page is above 2000 words.

To outperform a page make your article longer by including more details and subtopics that would improve the user experience. Avoid “writing for search engines” as it can be easy to get caught up with ranking and miss the mark entirely in publishing a better performing page.

Use multimedia to enhance user experience

Video improves dwell time and is the preferred choice in learning about a topic by most users. Include a video at the top of your page to immediately engage your visitors. Combine video with other forms of media to create deeper levels of understanding while increasing your reader’s level of engagement.

Increase CTR with better headlines and meta descriptions

The click-through rate your page has will affect your first-page ranking. You can improve your click-through rate by creating headlines that grab the attention of your audience. Use established headline strategies to improve the percentage of clicks your page gets in the search results.

Your meta description also plays a role in determining your click-through rate. Write a convincing description of what’s in store for a potential reader should they click on your site. This is the sneak preview so make the 160 characters work to entice your audience.

Here’s an example of a very well written meta description that encourages the click with a call-to-action.

Cut the competition using paid ads

You have to consider this option if you’re in a position to benefit from the traffic from a high-converting keyword. For the more competitive terms that you can’t rank for in the short term, you can get on the first page of Google by using Google Ads.

If you have products that sell and you just need to get it in front of more eyes, a PPC campaign is an option that will make you money by instantly increasing your search visibility for highly competitive terms.

Identify search intent before paying for traffic

When choosing the terms that you’re going to pay for the traffic, you need to consider what the true intent is of the keyword. It would be a waste of time to select a keyword that you pay for and yet no one that lands on your site converts into a client.

Confirm intent by checking the organic results

The first indication of search intent is to see what Google has ranked in the organic positions for the search term in question. The search results can give you the best idea of what people are looking for when they type your keyword in a search.

Compare cost-per-click

The CPC of a keyword is also an indication of whether other websites are making money from that keyword. In most cases, the more publishers are willing to pay for one click, the more valuable the keyword.

There are search terms whose CPC can be misleading, so make sure you use this as an indicator and not the sole reason for pursuing a search term.

Optimize for a SERP feature

The search engine result page is a dynamic landscape that is constantly changing according to search intent. You can take advantage of some of the features that appear on the SERP to enhance your search visibility and appear on the first page of Google.

Featured snippet

In order to appear in this feature, your page needs to be the best answer to a query. The featured snippet is where to make your website appear first on Google because it’s the first thing a user will see in a search result.

Here are few tips to qualify for this feature:

• Your website needs to already be on the first page.
• Target long-tail keywords
• Use h-tags for all of your headings
• To win the position, take note of what the current snippet holder has done to achieve this top position and duplicate the optimization.

For example, in this featured snippet, it was awarded to a site that featured a video. In order to compete for this spot, you would need to match the result with a video.

People also ask box

When this feature became more common many SEOs were able to capture this position by creating FAQ pages. Publish a Frequently Asked Questions Page to give your website as many opportunities as possible to win a position in the PAA box.

The winning combination for optimization is to tag your questions and provide short succinct answers that range from 40-60 words immediately after the question.

Local Pack

If a local pack is triggered by searching your target keyword, consider optimizing for local searches. Geo modifiers can cut out a large chunk of competition and get your site featured in the local pack.

For people who are looking for a business that’s close to them, this is the perfect solution for high-converting traffic. Make sure you add as much information as possible to your Google My Business profile and publish local content on your website.

Get your site to the first page of the search results

It’s not always the most obvious solution, but there are many different ways you can get your website to the first page of Google. Search engine optimization is simply finding the best way to get your site in front of people looking for what you offer.

Define a keyword strategy that makes sense for your website. If you’re a newly developing site, you may need to consider the options that cut the industry influencers and major competitors out of the equation.

Assess the SERP and the options you have available to make your website appear first on Google. There are plenty of ways to get your website in front of an audience that will engage in your content if you’re looking in the right places to drive traffic.

The final destination for great content is naturally on the first page of search results. In order to get your website on the map for what your company offers, produce content that helps users find what they need. Know who your ideal audience is and publish hyper-focused content specifically tailored to provide value in their lives to generate traffic that is the best match for your business.