5 Tips to Drive Quality Traffic
There are over 200 Google ranking factors for websites online, making sure the law of the land prevails, as over 1 billion websites fight for spots in search engines.
Therefore if you ignore SEO, your online sales are likely to go south, especially if you are unlucky enough to get struck with a Google penalty.
If you do not want to fall victim to a Google penalty, ensure that whenever the Google performs an algorithm update/change, such as Penguin, Pigeon, Panda, Hummingbird, or the recent RankBrain roll out, that you abide by them.
However, how do online website owners actually comply to these changes when Google reveals only so much?
Even if you keep totally up to date with Google’s changes, you really won’t get to know too much. Unless you have insider help.
So, how do you actually entice Google’s robots to drive more quality traffic to your website?
Easy, you could play along with everything Google wants you to do.
Learn through trial and error. Stay on the learning curve. Perhaps then, you’ll be able to differentiate what works and what doesn’t.
Only to find out that what you have learnt has changed again!!
However, if you want a few shortcuts then, take a look at these 5 tried and tested tips, which ensure that Google bots will find you, no matter what.
- Build buyer personas,
What’s this Buyer Persona you ask?
According to the Content Marketing Institute, content marketer’s build buyer persona’s by imaging their actual customers in terms of their total demographics, these include:
Perhaps the company they are working for,
The challenges and frustrations they are facing every single day.
In addition to whether or not they are an authority decision maker.
Once you have a clearer picture on which your actual audience is, you then need to start communicating with them.
Building a target audience, with the buyer persona in mind, helps businesses take control of their goals and assists them to generate quality traffic.
Put simply, it helps address the problems of your target audience, more precisely.
For example, a site called wickedgoodies.com. This site has on display an amazing array of cake recipes, trade show tips, cake books on Amazon, video eBooks and so much more, all focusing on cakes, in addition to some great online marketing tips.
Looking at the site, you’d realize the owner of this site knows their online visitors thoroughly – inside out, and has optimized their website accordingly.
So, when a customer, say someone called Suzanne, who runs a brick and mortar cake shop, is desperately looking for some tips to accelerate her online sales and Google’s ‘Tips to promote cake online,’ she immediately stumbles on Wicked Goodies.
Because Google’s RankBrain immediately figures out what Suzanne really wants and the RankBrain application intelligence bots rightly interpret ‘online’ as ‘internet’, and ‘tips’ as ‘strategies,’ thus returning high quality traffic results for Suzanne’s long tail search query.
RankBrain AI is programmed to give better search results for complex and long-tail searches.
Now, Suzanne could build on this info to make sure that her brick and mortar business not only survives but delivers tough competition to its competitors.
- Build a buyer persona and narrow down your target audience by sticking to it.
- Find what’s troubling your target audience, and then address those pain points in your natural language.
- Use related keywords (mind you, not the exact keywords). This could include synonyms, and co-occurrence (more on this in a minute) while offering solutions.
- Come up with creative blogs that immediately grab your user’s attention
- Design products and services that address customer requirements
- Refer to Google’s crawl error report to spot gaps
As it turns out, for your site to feature in top searches, Google bots need to crawl your site, first and foremost.
But then, there are a few things to consider ensuring that Google doesn’t miss your site, in the first place.
Your initial step is to make sure you are using accurate status codes on your site.
For example, use 301 redirects, instead of 302 redirects.
Why you may ask?
Well, because a 302 redirect is not at all programmed to inform Google bots that a particular page has been moved.
Also, consult Google’s crawl error report. The report keeps you covered in terms of gaps in your code, which perhaps is preventing Google robots from crawling your website properly.
Plus, you can also block certain pages from being crawled using robots.txt.
Every site has a crawl budget and blocking images that are not important, ensures you have some spare budget to spare for more critical pages.
- Use 301 redirects, instead of 302 redirects
- Reach out to top sites for quality backlinks
Google robots still give considerable importance to quality backlinks.
Your focus should be on building great content that addresses the specific pain points of your target audience.
Once your content is ready, search for sites that would be keen to share your content. This will automatically bring you quality backlinks.
There are several other ways to attract quality backlinks to your site.
Hubspot’s Inbound Link Building 101: 33 White Hat Ways to Build Backlinks for SEO clearly highlights 33 different ways to build quality backlinks for your site.
- Get quality back links from high authority websites.
- Generate epic content backed by ‘co-occurrence’
There has been an enormous amount of content written about the importance of coming up with epic content.
SmartBlogger’s Sonia Thompson points out in this incredibly viral infographic – The Epic Content Cycle: 10 Steps to 10X Content, what specifically matters in epic content is:
Co-occurrence means the frequency of terms or related group of terms that appear in a piece of content.
This means, making use of semantically linked words in the copy to keep with the RankBrain theory.
Leveraging co-occurrence makes sure that Google and their robots treat your content as significant from the searcher’s standpoint, and at the same time makes sure it appears in top search results which will ultimately send quality traffic to your site.
- Focus on user experience
Without question, you will need to understand your click-through rates, load speeds and even mobile-friendliness of your site, because these are essentials that will boost the user experience of your website.
To ensure this, the use of relevant title tags and Meta descriptions are critical. And then make sure that they are syndicated with your on-page elements.
In addition, make sure your website is easy to navigate, and offers value to your target audience.
SEO people and UX experts may not see eye-to-eye on the navigational front, with SEO it will emphasize more and more navigation links, while UX experts hold an opposite view.
Whatever the case may be, you should look to be offering great user experience.
Though Google may be the ultimate guide for website owners. However from the customer’s end, it maybe turning tables in their favor.
To rephrase that, it’s absolutely essential to understand your customer’s profile:
See what they see;
Read what they read.
Go where they go online.
Which means, online businesses have to take Google’s line of thought: which means you need to come up with customer-friendly and not Google-friendly sites.
If you need further help and guidance to these vexing issues on building your customers user experience. Developing content marketing strategies, advertising campaigns and how to understand and reach your perfect customer.
The Directory of Ezines has a comprehensive approach to all the issues raised in this article. Its definitely worth having a look at.