Part 2: Attracting More Visitors to Your Website
In last week's post, we discussed the importance of a fresh up-to-date website for your small business and the ways in which a website can boost your company's credibility. However, it is not enough to simply have a great website, especially if that website fails to attract online traffic. Like any other aspect of your business, your website needs to be nurtured and cared for in order for it to grow and attract more customers. When it comes to optimizing your website to attract new visitors and bring in repeat business, these three strategies make the most lasting impact on your company's internet marketing.
SEO, or Search Engine Optimization, is a term as old as search engines. Put simply, the purpose of SEO is to â€œtellâ€ the search engines what your website is about so that the search engines can recommend your site when a relevant search is made. There are many different elements that go into optimizing a website for search. First, there is a technical aspect to it with On Page Optimization. On the Page SEO is the sum of the factors that are within the website owner's control and refers to the content on the page, the html coding of the page, and the overall architecture of the page.
On Page SEO
Pages that are stuffed with keywords both in content and in the HTML are likely to be penalized, as are pages with thin, low quality, or duplicate content. If a web crawler has a hard time sifting through pages on your site, or if the HTML structure is not descriptive enough to tell the crawlers what your website is all about, the SEO of a site will suffer. The same is true if the site loads slowly, is not optimized for mobile or if the urls are not formatted in a descriptive manner.
Off Page SEO
An abundance of low-quality links is likely to get your website penalized, so if you have these kinds of links (found in Google Webmaster Tools), you will need to do everything in your power to get those links removed. The quality of links is more important for SEO than quantity. However, beware of spam or paid links. Websites that offer to sell a set amount of links to your site are a scam, as search providers are very much against the idea of paying for link real estate on websites. Generally, the more authoritative your website and the content you produce are, the more high quality links to your site you will be able to obtain, and many of these come naturally. You can increase your brand's credibility with a secure website, helpful content and an established â€œvoiceâ€ of authority on social media networks. By building your fan base on social media and creating shareable content that invites your fans to share your content with their friends your brand can become a trusted name in your industry. Remember, the goal of social media is not to sell your product, but to turn customers into advocates for your brand.
Finally, SEO will be impacted by the individual search settings and habits of each user. For example, if you go to Google now to perform a search, you will likely notice that the search engine is looking for information relevant to your location as well as your search term. This is why you often see local results first when performing a search for a type of business. Search engines also take into account your search and browsing history when presenting information they think will be relevant to you. This is why your ranking on Google for a particular keyword can vary so much from user to user.
When you have great website with strong content, you need to be able to share this content so that as many qualified leads as possible will see it. This is where paid advertising methods such as paid search (PPC), social media advertising, contextual targeted ads, product listings and re-targeted ads come in handy. With all of the noise online, content being distributed by so many people, it has become increasingly clear that much like more traditional forms of marketing, internet marketing is not free. In today's marketing landscape it pays to pay to promote your great content and drive visitors to your site.
Does Your Small Business Really NEED Social Media? If social media isn't an integral part of managing your brand's online reputation and engaging with your community, it should be. The 2013 End of Year Report from Social Media Examiner reveals that 86 percent of marketers believe that social media is important for their business. The same report also found that 60 percent of marketers surveyed saw significant improvements in their search engine rankings after investing at least six hours in social media marketing per week, and 78 percent of participants found that their web traffic increased as well. Businesses that are not using social media are really missing out on an important platform for engaging with potential customers. Check out our blog for more information about the different social media platforms, as well as common myths about social media marketing.
Attracting new visitors to your website is an ongoing project that comes in many forms. But gaining more traffic is not enough if you cannot track that traffic and make visitors seriously interested in your product. Tune in next week to learn how to convert web visitors into actual leads.
Are you looking to boost your online presence with internet marketing? CyberMark International can help you! Please call 623-889-3380 today, or fill out our contact form and we will get in touch with you as soon as possible.