From being a destination for people to visit that are looking for your products and services to servicing already existing customers, it’s challenging to downplay the significance of an excellent website (or downplay the missed out on possibilities that come with having a bad one). Obviously, an excellent website isn’t much usage if nobody can locate it, which is where a solid investment in SEO (Search Engine Optimization) can pay huge returns.
Nonetheless, a question that I recently received from a customer asking about an SEO Strategy was: “Should I be more focused on optimizing for customers or search engines?”
Arguably, there was a time when this was a real trade-off. Lots of SEO strategies such as keyword stuffing or spam linking worked for getting search presence, yet came at the expense of customer experience.
Today, thanks to smarter as well as much more innovative algorithms, search engines have actually gotten better than ever at understanding, determining and also awarding the kinds of factors that enter into a fantastic web experience for people.
So, should your SEO Strategy focus on optimizing for people or for search engines? Closing out 2015 and heading into 2016 (and the likely foreseeable future), the only right solution is both.
1) SEO Strategy – Mobile Responsive
This most likely isn’t news to any person with a pulse, yet mobile internet use has expanded significantly over the past couple of years and mobile search has actually kept pace. As a matter of fact, mobile usage of Google search officially went beyond desktop this year.
This means that if your website doesn’t work well for mobile phones, you run the risk of alienating over fifty percent of your prospective customers!
In addition to discouraging people, websites that supply a bad mobile encounter risk losing visibility and also website traffic from search engines, considering that they do not want to show results that typically aren’t most likely to work well for their users.
2) SEO Strategy – Technically Complete
Ever been to a traditional business with a building in disrepair? No one takes pleasure in spending quality time in a location with dirty isles, chipped paint, faded signs, or an untidy rest room.
Similarly, nobody wants to hang around searching a website that isn’t technically complete. Slow-moving load times, broken links, confusing navigation, glitchy apps, web server blackouts or out-of-date technology are a wonderful means to make any customer have a bad experience on your website.
Along with creating a subpar experience for people, technical problems can create an SEO headache. Along with sending out adverse quality signals (which can hurt your rankings), technical problems like broken links or web server errors can cause searchbots to improperly index crucial content or miss it totally.
3) SEO Strategy – Serves Prospects
In the past, salesmen held a lot of the power, as they had accessibility to information that customers really did not. Just what’s the appropriate car for you? Whatever the salesman claims…
In the age of search, people are empowered with easy accessibility to an unparalleled quantity of info and this has had a substantial impact on the sales process. By the time most customers stroll into an auto dealership, they have actually looked into reviews, collision safety statistics and also pricing of the numerous models readily available.
Every day, your prospects are asking questions, investigating pain points as well as comparing yours and your competitor’s offerings. Every search on the major search engines is a question, every relevant website is a potential answer and also in the uber-competitive search garden, only the top answers win.
Make sure your website is offering prospects with the very best solutions by:
– Executing audience keyword research to determine pertinent topics, questions and pain points
– Developing content that resolves wants, needs, and desires, and provides value to your prospects
– Optimizing your website and its content to make sure that it’s very easy to discover and also ingest
4) SEO Strategy – Serves Customers
Search engine optimization is an amazing “top of the funnel” technique for bringing in new prospects and also helping nurture them right into customers, however the possible value of SEO does not stop when the prospect buys.
Recurring customer service and also support is a vital piece of any type of successful business strategy, and SEO can be unbelievably valuable here. It’s excellent to have Resource pages, instructions, and product tips and tricks, however it’s even better if these pages are very easy to find.
5) SEO Strategy – Maximized Across the Sales Cycle
People do not generally buy something the very first time they experience your brand online, specifically if your sales cycle gets on the longer side. In order to effectively nurture prospects right into customers, your website needs content that responds to questions, develops unforgettable experiences as well as supplies value across all stages of the sales cycle.
In order to maximize across the sales cycle:
– Entice with lighter, enjoyable, ‘non-salesy’ content like blog posts, video clips or infographics, optimized for broader key phrases (generally non-branded).
– Engage with meatier content like white papers, ebooks or webinars, maximized for even more certain keyword phrases.
– Convert prospects into customers by offering them the information they need to confidently purchase from you via content like case studies, endorsements, testimonials, and product & service comparisons. Optimize for specific, often-branded keywords.
Modern search engines are smarter and much more intricate than before, yet the core objective of search stays relatively easy: to supply users with the best answers (results) to their questions (search queries).
By enhancing your website for prospects and customers as opposed to trying to adjust or manipulate the search engines, you’re well positioned to win in your SEO Strategy both now and right into the future.
I hope you got value out of this blog post. Feel free to like, comment, and share. What do you think? Is it better to only be concerned with ranking on Google or should you cater to your audience?
Shaun & Kimberly Keizur
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