SEO is one area where success is not always in the hands of the agency or SEO experts. There are numerous other actors that play very important role in generating results. Successful SEO requires a holistic approach beyond just on page and off-page optimization.
Many a time the SEO agencies are frustrated for bearing the responsibility for a client’s online success without having the control over everything that is required to make them successful.
Clients expect their web marketers to drive new business and traffic, while at the same time they don’t do what’s necessary to achieve those results.
Now before going further, one thing I would like to make clear is that this post is not to blame anyone but to understand what the companies should or can do to get maximum benefits from their SEO projects.
1. Your Campaign Should Not Be Too Narrow
The times have changed and so has SEO. What you could do ten years ago is not applicable today. Today cannot focus only on keyword optimization and link building. But those days are long gone.
Due to all of the algorithm changes that have happened over the past five years, today you need to take a more holistic approach.
Site architecture, usability, and social engagement play a very significant role, and if you’re not investing in those areas, you’re handicapping your SEO.
2. Your Campaign Should Not Be Too Broad
Point 1 and 2 in conjunction mean that you should have a balance and it’s important for you to understand how broad you can go with your campaign. Here is a list to consider:
* Social media marketing
* Content strategy
* Usability improvements
* Targeted keyword optimization
* Link building/earning
* Adequate Budget
3. Implement SEO Recommendations At The Earliest
SEO is highly dynamic and volatile field. You can not wait for long to implement the recommendations by your SEO agency. With every passing day you will lose some more control on your campaign (read business) if you fail to implement the recommendations on time.
4. Your Site Has Issues
Your website should always be going through some phase of improvement. You should never stop improving the customer experience. When you find a problem, fix it. It doesn’t matter how much you invest in other areas of marketing, your site will always under-perform if the site’s health is not right.
5. Success Doesn’t Come Overnight
Results don’t happen overnight. SEO takes time to perform. Whenever you make a change to your site, you not only have to wait for the search engines to come back and find them, you have to wait for those changes to be filtered into the results. So don’t lose heart. If everything is on line, you will definitely achieve success.
6. Don’t Sell The Product, Sell the Solution
Customers are not looking for your product. They are looking for a solution to their problem. So focus on your customer. Try to sell them the solution they are looking for instead of telling them the properties of your product.
Remember, you aren’t selling the product or service, you’re selling the result that people want. The customer will only buy from you if they feel like you care and can trust you enough to make the purchase. Present your product from the perspective of the customer.
7. Work on Conversion Rate Optimization
To take the point above one step further, you have to think beyond what the customer knows they want and provide them all the things they need that they don’t even know about.
Most customers don’t know they need a call-to-action, but if you don’t have one, you’ll lose a lot of potential sales.
Most customers don’t know what they need in order to trust you, but if you don’t provide multiple trust elements on your site, they’ll leave without making a purchase.
If your content is weak or your site is even the slightest bit frustrating, you’ll turn visitors off and away.
So work on the conversion rate optimization of your website. Give your clients what they want in the simplest way.
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