Search Engine Optimisation (SEO) and Pay Per Click (PPC) advertising are claimed by many to be black magic or mumbo jumbo. Implemented strategically SEO & PPC will supercharge your targeted traffic and business leads. However be aware that, many customers that I speak to, appear to experience an incredible variety of lousy advice on these subjects.
So let's take a little look at the essential SEO & PPC guidelines to you need to consider to boost website traffic, lead generation and business grow:
1 Remember your website is your number 1 tool to attract prospects and answer their questions
Your website's principal role is to attract targeted prospects and convert visits into leads, as your visitors download content, complete contact forms or call you on a trackable number.
Nevertheless Search Engine Optimisation and Pay Per Click campaigns only drive your website traffic! It's actually your website content that converts potential visitors into leads. Having said that effective SEO & PPC starts with an effective website. Irrespective of where potential clients start their search, they'll ultimately land on your website and at this stage the real decision is made whether to engage with your company or not. Extraordinary targeted content that adds value and answers your potential clients questions can win a dialogue.
2 Ensure that you're telling your story but NO Jackanory - Transparency is vital!
Explain your whole brand story on your marketing/sales website, no stretching of the truth, complete transparency is key and do not skip on the details. People like to learn about your challenges as well as your achievements, as this illustrates that you have come up against obstacles and conquered them. Additionally, if your product or service requires considerable investment, prospects will spend considerable time reading the small print.
The marketers role has evolved from simply displaying product and service info. Today's buyers favour thorough research about your company, competitors and other solutions by examining the content on your website and other resources. Marketing has changed forever, your potential clients now choose to gather as much info and insight as they can before they will consider engaging with you. It is reported as much as 80% of the success of sales/marketing websites comes down to their content including, text, eBooks, infographics and video.
Your website is possibly your one chance to control the whole story of your business portrayed to each visitor. Essentially, just how effectively you tell your story, can impact directly on the number of leads you receive and more importantly how many leads turn into sales.
3 Being found is just step 1 Search Engine Optimisation is won or lost with vocabulary & context
Potential customers search phrases that meet their needs and desires. The success of your search strategy is reliant on your understanding of the common questions, concerns and interests your prospects share and also the vocabulary they use. Your website must in essence be optimised for as many of these queries and phrases as possible.
For effective SEO, each page and blog article must be optimised to rank for a distinct key phrase. Generally Google will show your sub pages and blog articles instead of your home page. Consequently, relentlessly creating new SEO optimised; blog posts, landing pages, content pages and videos that supply the answer to the concerns that your potential clients are looking for.
So remember guys, "SEO is really about delivering interesting, relevant, educational content that your potential clients want to read".
4 Instant visibility with Pay Per Click Advertising (PPC)
PPC is completely different to SEO, it is typically utilised for two specific visibility objectives:
Initially, PPC can provide instant presence for search phrases that you presently find problematic to rank for. For instance online searches that are not commonly affiliated with your company, industry or market. As an example think about investing in a PPC advert which will return your brand when an individual queries a competitor brand or product, consequently ensuing visibility for formerly difficult key phrases.
Pay per click can also be used to elevate visibility for current key phrase that you already rank for naturally. Integrating SEO and PPC advertising, can result in considerably more targeted leads than individually. Showing two search results for only one query determines confidence and credibility with your potential clients.
Much like SEO, employ key phrases that your customers are looking for. But conversely, do not waste marketing budget on key phrases that don’t convert into leads or sales.