Digital & Social | 4 minute read
Most businesses today have a website, however many of these businesses don’t see their online platform as a key lead generator. Why? Because their website cannot be found on search engines and no organic traffic arrives there. Google receives over 63,000 searches per second every single day. This means if you invest in the right SEO and PPC techniques you can bump incoming leads up significantly.
So, what are the right techniques for using SEO and PPC together to get your business on the first page of Google?
1) Understand what your customers are searching for
When creating content for your website, the first thing you need to understand is what your customers are searching for online. What your customers’ type into Google is called a keyword. Compile a comprehensive list of keywords and use this to plan the content your website needs. This is the foundation of your SEO strategy.
Tip: Type a keyword slowly into Google’s search function and it will bring up other popular search terms that you may also be able to target for your audience.
2) Produce content your customers want to read
This is where many websites fail. Many of us build a website like we would a brochure. However, Google’s algorithms have changed and now favour showing users E-A-T content, which stands for expertise, authority and trustworthy.
Businesses are investing in blogging because this type of content can be easily adapted to match E-A-T guidelines. While it’s important to give customers information about your business, to rank at the top you need to share industry insights, knowledge and reviews too.
Tip: See what pages rank at the top of Google for your chosen keywords to understand what content is popular with your customers.
3) Find the low hanging fruit competitors haven’t yet discovered
Create a smart SEO strategy by grabbing all the opportunities your competitors haven’t found. Find keywords that have a high search volume but low competition. You can find out this information using the free tool: Google Keyword Planner.
Write SEO-driven content around these keywords and you’ll soon find yourself ranking higher on Google and attracting attention from customers, without your competitors getting in the way.
Tip: Target one keyword per web page, but don’t overuse the keyword in your content. ‘Keyword stuffing’ will get you a penalty.
4) Use PPC to rank for competitive keywords
There will be keywords that are highly lucrative. These keywords are normally the most competitive and harder to rank for on the first page of Google. This is when your PPC strategy should come into play. Use your online marketing budget to go up against the competition and use paid-for ads on search engines to be seen as an authoritative player in your industry.
Tip: Use your PPC activity to understand what your target customers are searching for by analysing what keywords drive the most clicks.
5) Create a backlink strategy
A big part of Google’s ranking system comes from assessing how many quality backlinks a website has. If your business continually works on its website, over time your backlinks will build. But, if you actively reach out to gain backlinks your Domain Authority will increase more quickly. You can build backlinks by listing on industry directories, guest blogging and through PR.
Tip: Make sure backlinks are gained slowly and steadily. If you gain too many in a short amount of time, Google will penalise you.
Author: George Anderson, Senior Developer