Imagine traveling to a new town, you’re walking down the main street enjoying the many shops greeting you before going home. Then you find out that the local hotspots are just off of main street, but you never got a chance to see them as they were just one block over from where you were. That is what the difference between page 1 and 2 of Google is like.
Fear not! There is a way to ensure your site is ranking for the necessary keywords in your industry. You may only be missing a few components to a successful strategy. Here are 3 reasons why your current SEO strategy is failing:
#1: You’re Not Using Content Clusters
Think about search engines like a highway, when driving, you have a destination in mind. But even with that destination in mind, you’re still using signs on the road to guide you there. A content cluster strategy allows you to build smaller blog posts or social posts branching off of your main topic pillar. These smaller posts act as the signs leading to the main destination: Your lengthy blog post. This strategy helps you to rank for variations of keywords relating to your pillar, in turn driving more traffic to your site.
#2: You’re Using Generalized CTA’s
A common theme we hear when onboarding new clients is that they are getting a ton of traffic, but no conversions. SEO will help to get visitors to your site, but if your site is not set up to encourage conversions – your visitors will leave. The easy fix is to comb through your call to actions and ask yourself:
Is it too general? What question led them to this article? Is the CTA related to the question they are seeking? Have you tested different offers?
The value of the CTA should be clear to the consumer. Rather than just ending your blog or website page with “Sign Up” “Learn More” “Start Trial”… reword your buttons to emphasize value over action… for example, if the title of your blog is Learn Why Users Leave Your Site, your CTA can be “Show me my heat map”.
#3: You’re neglecting other digital platforms
Yes, you need social media + email marketing! Your website acts as your storefront, but just as content clusters act as signs to your site, so do social media posts and email campaigns. As you’re building your social audience and email list – promote your content to them! If they were willing to follow you or sign up to your newsletter, they are interested in what you have to offer!
As Google sees users spending time on your blog pages and website, it is gathering metrics that prove your website offers information that others enjoy – increasing your site in the search engine ranks so that other consumers can take part in enjoying your content.
SEO is so multi-faceted – there are various factors that contribute to the ranking of your website. Remember SEO is a marathon, not a sprint! With algorithms continuously changing you are bound to be in a cycle of analyzing and improving your site content.