Jayde wrote a great article recently outlining the reasons why SEO is not a ‘set and forget’ marketing tactic. You can’t simply appoint an SEO agency to handle your website rankings and then forget about it until the monthly report comes through, or even worse, until it’s time to renew the contract. Because chances are you’re not going to get the results you expected or a good return on your investment.
So what do you need to do in order to get the most out of your SEO campaign? Here are some top ideas that will help to take your rankings, traffic and sales from steadily increasing to skyrocketing over the next few months.
1. Write at least one blog per month
Customers coming to your website are interested in your expert opinion and want to hear insider tips from you about your products, services or industry. Providing a flow of interesting content has so many benefits – potential customers will stay longer on your website, they will associate your brand with a positive experience, they will share your content, making you more visible on social media and in search engines… all of which over time will bring in more sales.
What’s more, search engines like Google want to provide searchers with the most authoritative and up-to-date information, so naturally with they will aim to rank websites who keep adding new and engaging content higher than those that do not.
While your SEO provider will be able to help you come up with a blog content strategy, or even write some of the more basic articles for you, you have the best insight to really dig into those niche and expert topics that your customers want to hear about, and come up with the most engaging and shareable posts. Taking some time each month to write at least one good piece of content and update your content strategy on a regular basis is the best way to help boost your SEO results even higher.
2. Too busy to write? Send through some bullet points
Of course, you have a business to run and sometimes updating your website won’t be a top priority for you. If you find yourself in that position it’s completely understandable! But improving your rankings (and thus sales) need not fall by the wayside either.
Take a few minutes to jot down some bullet points or ideas that your SEO provider can work with. A good SEO provider shouldn’t just be proficient at the techy stuff, they should also be skilled writers, and most will have a background in other area of the communications industry like journalism, copywriting or public relations.
Sending through bullet points that your SEO provider can flesh out into an article saves you time and allows you to focus on other areas of the business, while still keeping a flow of highly useful and engaging content on your website.
3. Tell your SEO agency about your USPs in every area of your business
Another way you can use your in-depth knowledge of your business and your industry to help improve the content of your website is to think about your business as a whole, as well as each of your services or products, and jot down some bullet points as to what makes you better than your competitors’ in each area.
If you take one area per month and send a list of bullet points to your SEO provider, they will be able to use this information to improve the relevant page of your website, as well as improve the call-to-action in your advertising and on-site, thus increasing the conversion of traffic into sales.
4. Tell your SEO agency about other Marketing initiatives you’re running
You might think your SEO agency doesn’t need to know what other ways you are marketing your business, but a good SEO agency should essentially be an extension of your broader Sales and Marketing Team, and your SEO should work in synergy with your other marketing initiatives.
Your SEO agency can even help you to find ways to better convert and measure the effectiveness of your traditional marketing initiatives, like print and broadcast advertising.
For example, if you are advertising on a particular radio station, your SEO agency can help you develop a landing page on your website with information that is specifically targeted to listeners who would hear those ads and seek out your site. You can mention the URL of that page in your ad (e.g. ‘visit us online at yourwebsite.com.au/nova937 to hear more about this offer!’). So when listeners then visit that page you can tailor your message to match the offer in your ad and target their specific demographic. Thus you can increase the conversion rate of those visitors into sales! And what’s more, you will be able to track the number of visits to that landing page and thus calculate the return on that investment with higher accuracy.
5. Keep your SEO agency updated on how business is going
An even broader topic that you may think would be of no concern to your SEO provider is how your business is tracking overall. Some areas you should cover in calls or meetings with your SEO provider include:
Are sales up or down? And do you have an idea of the reason why?
The end goal for SEO is increasing sales, so this one is very important. If sales or leads are up or down due to your SEO or Paid Search activities, your provider will be able to tell using Analytics software which can track leads or sales coming from paid or organic referrals.
But if your rankings and traffic are increasing and sales are still down then there is likely to be another reason, and letting your SEO provider in on this gives them the opportunity to help you address the issue. If you believe a competitor is undercutting you but with an inferior product for example, your SEO provider could help you optimise the content on your site to highlight the benefits of your superior offering and the risks of going with a cheaper but inferior one, and may be able to increase the conversion of your traffic into sales in this way.
Also, if you can attribute dipping sales to another issue within the industry or the business is saves your SEO provider from making unnecessary kneejerk reactions and changing content or ad text that might actually otherwise be working well.
Are certain product lines not doing well? Or are some services not giving you a great return?
This lets your SEO provider know what products or services might need a push, and also what ones not to push too hard as they do not provide a good return on investment.
What are your customers saying? Are you having any customer service issues?
Identifying customer pain points is the best way to find the most important changes needed in order to improve conversion. Keeping your SEO provider up to date with customer issues gives them a wealth of resources – they can create blog posts to address customer issues, optimise your content to identify how your product can address their pain points, make changes to the shopping cart on your website to make it easier for customers to convert. The list goes on!
Other areas such as productions problems or supplier disputes
This one is particularly important if those issues are going to cause delays to the delivery of your products or services. Your SEO provider can update your delivery information or add a disclaimer to your site to inform customers of potential delays. If customers are aware of and prepared for delays it will mean a lot less headaches for you with less complaints, and it will keep your reputation intact.
6. Keep your SEO agency updated on events and issues in your industry
Even broader again, but also important, is to keep your SEO provider updated about any issues in your industry that might be having an impact on customer opinion, behaviour or sales. Maybe the government getting rid of a rebate they previously gave to customers who bought your products or services. This can be reflected in your website content and paid search ad text in the form of an ‘act now’ call to action.
Or perhaps the weatherman has forecast a dangerous storm coming up and this tends to boost sales of a particular line of your products or services – maybe power generators, rain jackets or roof carpentry. Keeping your SEO provider in the loop allows them to maximise the promotion of those lines – perhaps setting up a new paid search campaign or adding a promo slide to your homepage.
Information about topical industry issues also gives your SEO provider fantastic ammunition to produce timely and relevant pieces of content – either for your blog or as guest posts for you on news website – perhaps even getting you some PR and media coverage at the same time!
7. Approve work sent for review ASAP
Last but not least – SEO is a long-term strategy. Any work your SEO agency does, or changes they make to your website, can take weeks to months to come to fruition and bring in results. This also means of course that any delay in completing work pushes out the possibility to see results even further.
In order to see the best results in the shortest time frame it’s extremely important to engage in communication with your SEO agency in a timely manner. If you can review and provide feedback or approval of their recommendations, content, articles or changes as soon as possible it will mean quicker results for you!
White Chalk Road are a specialist Search Marketing Agency based in Perth, with over 20 years’ experience in the industry. As a Google Premier Partner, WCR specialise in SEO, Search Marketing, Advertising & Marketing Automation. WCR help Perth businesses, across both B2B and B2C markets, who need help being found online by their customers.