I’ve been optimizing websites to show up in the organic listings of search engines since 1997. I’ve provided search engine optimization tips to large audiences attending major search conferences, taught at Ohio State University’s Fisher College of Business, and led a search marketing company (Bizresearch) since 1997. I’ve coached interns and clients on how to conduct search engine optimization for 20 years. A lot has changed, but many SEO elements are the same. Use the above infographic for easy steps, but don’t forget to test your keywords in paid search. Does that desired keyword phrase get impressions, clicks, a click-thru rate (CTR) of above 2%, a conversion rate to online sale, or lead form or phone call of 2% or greater, provided you had a test budget of $500? Paid search in Google AdWords and in Bing allows you to track a conversion from the source of the click, to the pages they visited, to the exit. Google and Bing enable you to track the keyword that sent your website the visibility you needed, but it was up to your brand, your user experience to convert the traffic. If you see positive signs of your keyword research, you are now ready to optimize your website for those same keywords.
Basic Search Engine Optimization Tips:
- Keyword research & discovery
- Run benchmark SEO report (focus on top 25 keywords)
- Test those same 25 keywords in Google AdWords (most traffic – OR you can also test in Amazon Ads)
- Did they achieve impressions, clicks, CTR, CVR > 2%? Did you have a separate landing page for each keyword grouping?
- Now you are ready to insert those desired, proven keywords into your page title (word order matters) if you haven’t already of the relevant landing page
- Insert desired, proven keywords into H1 (3-5 words max)
- 1st paragraph (once is usually enough)
- URL, if possible (be careful about redirecting the same URL more than once, and if you redirect use a 301)
- Run another benchmark SEO report on the same 25 keywords
- Give it up to 10 days – see if your rankings have improved by one page
Then you will be ready for the next wave of optimization. And that’s where our customers typically need the most help. It’s figuring out what to do next. SEO is a long-term investment strategy. Always test your keywords with paid search first, then optimize for the proven targets.
Don’t forget to track your customer/lead acquisition in Google Analytics. Look at the channel acquisition reports, and compare year-over-year (YOY). Then, compare by device type to see how mobile is changing your overall business conversion rates.
Want more search engine optimization tips? Visit Bizresearch’s blog for additional SEO tips.