As an SEO consultant, I conduct several consultations each month, each one a 60-minute session packed with my SEO ideas, experience, and insights. Recently, during a consultation with a seasoned SEO professional and CMO, a crucial question arose: “Why aren’t we seeing better results?”
For the past six months, he had been creating high-quality content for his client, aiming to boost organic traffic and leads. However, the results were just okay. He wanted to know what he could do differently to keep this client and show better results.
Here’s what I suggested:
Optimize Main Pages
The site’s main pages (home, about, services, contact) needed better optimization. The current SEO titles were not helpful for Google. For example, instead of generic terms like “ABOUT + Domain,” I recommended changing the SEO titles to more targeted ones like “About + Targeted Keyword + Domain.” This helps search engines understand the content better and improves ranking potential.
Additionally, it’s crucial to optimize the meta descriptions and header tags on these pages. Meta descriptions should be compelling and include targeted keywords, while header tags (H1, H2, etc.) should be used to structure the content in a way that makes it easy for both search engines and users to navigate.
Competitor Analysis
Instead of solely focusing on targeted keywords, I advised him to analyze top competitors and identify the content they rank well for. By creating better and similar content, his site could offer potential customers a direct comparison. This strategy involves understanding what works for competitors and using that knowledge to craft superior content that attracts more traffic.
Competitor analysis can also reveal gaps in their content strategy that you can exploit. For example, if a competitor ranks well for certain keywords but lacks in-depth articles or guides, creating comprehensive content around those topics can give you an edge. Tools like Ahrefs or SEMrush can be invaluable for this kind of analysis, providing insights into competitors’ keyword strategies and backlink profiles.
Improve Call to Actions (CTAs)
Although not directly related to SEO, having effective CTAs is crucial. Once users are on the site, make it easy for them to convert—whether it’s signing up for a demo or joining the email list. Ensure the conversion process is simple and straightforward. Effective CTAs can significantly impact the overall user experience and conversion rates.
In addition to optimizing the CTAs themselves, consider the placement and design. CTAs should be prominently displayed and stand out from the rest of the content. A/B testing different versions of your CTAs can help determine what works best for your audience.
Content Quality and Relevance
Creating high-quality, relevant content is fundamental to SEO success. It’s not just about producing content regularly but ensuring that each piece adds value to your audience. Focus on topics that address your audience’s pain points and provide actionable insights. Content should be well-researched, informative, and engaging.
Incorporating multimedia elements such as images, videos, and infographics can also enhance the user experience and improve engagement. Additionally, regularly updating older content to keep it relevant and accurate can help maintain its value and improve its search engine ranking.
The Importance of Minor Tweaks
Often, the difference between okay results and truly amazing results is a series of minor tweaks. It’s rarely one big thing that needs changing. So, if you’re working hard but only getting okay results, have patience. Keep tweaking. The small adjustments can add up to significant improvements over time.
It’s also important to continuously monitor your site’s performance using tools like Google Analytics and Search Console. Regularly reviewing your site’s data can help identify areas for improvement and track the impact of the changes you implement.
Seek External Insights
If you want another set of SEO eyes on your work, let me know. Sometimes, an external perspective can provide the insights needed to make those critical adjustments and achieve better results. Engaging with an SEO consultant can bring fresh ideas and strategies that you might not have considered.
By implementing these strategies, you can optimize your website more effectively, outperform competitors, and improve conversion rates. Remember, consistent effort and strategic adjustments are key to long-term SEO success.
In conclusion, SEO is a dynamic field that requires continuous learning and adaptation. By optimizing main pages, conducting thorough competitor analysis, improving CTAs, and focusing on content quality, you can achieve significant improvements in your SEO performance. Keep experimenting, stay patient, and don’t hesitate to seek expert advice when needed. Your SEO success is a journey, not a destination.
