When it comes to your marketing budget, you may find yourself in a Catch-22 situation. In order to generate revenue, you need to improve your SEO, which costs money. Having a small budget may seem like something that will limit your success, but this isn’t always the case. You can boost your Search Engine Optimisation with only a few simple tricks.
The question is, why might your site not be ranking overly well in the first place? There are a number of common reasons as to why your website isn’t performing as well as you’d like in terms of SEO. For instance, your site might not be optimised for mobile, you haven’t considered your content in terms of SEO, or perhaps the page speed on your website is too slow.
To overcome such issues, and help you improve your SEO on a budget, we’ve outlined three easy strategies below:
Keyword research is a huge part of SEO. You can’t simply assume that your customers are searching for particular words or phrases, as we all know where assuming gets you. While you could make educated guesses about some of the relevant keywords, and brand related ones will be obvious, there are almost certainly keywords you haven’t considered too, that are seeing a lot of traffic.
You could also be wasting your time if you’re producing content that you think will appeal to your target audience, but nobody is actually interested in. There are plenty of keyword research tools that can help you, such as Google Keyword Planner, SEMrush, and Ahrefs Keyword Explorer.
And if you’re still stuck for ideas, you can try looking into your competitors’ keywords, and adding the ones that rank well to your list. You can even start typing a word or phrase into Google, and see the auto-populated suggestions.
If you work in marketing, chances are you know the difference between short tail and long tail keywords. But for anyone new to SEO, the former are one or two word phrases that people type into a search engine. For example, someone may be looking for ‘car finance’. With a long tail keyword, the search query might be something like ‘best car finance deals near me’. The phrase won’t be overly long, but still more wordy than a short tail keyword. You need to use both types of keywords, but a lot of people focus more on short tail keywords.
What these marketers may not realise is that long tail keywords can make up to 70% of all search traffic. They’re also generally used by people who are closer to making a purchase, as they’re looking for something relatively specific. So if you’re concerned about visitors not finding your page due to overly specific keywords, just remember that you may get slightly less traffic, but you’ll get better traffic.
According to a study conducted by Global Lingo, almost 60% of consumers advised that they wouldn’t buy from a business if their website content was full of spelling and grammar mistakes. Obviously we’re all human, so the odd error here or there is to be expected, but it’s important to produce quality content, for the sake of your audience, as well as search engines.
Google can assess your content for relevance, see whether it’s unique, and if it is well written. And if Google’s algorithms show that your content is none of these things, your rankings will suffer.
So what makes quality content? It needs to be engaging, informative, well researched, and relatively long. It should also focus on topics that appeal to your audience, while the tone of your content should reflect that of your business. You should try to post new and unique content regularly too.
It’s also worth noting that all your content should load quickly, whether it’s written copy, pictures, or video. It should furthermore be optimised for mobile devices, as many people these days view content via their phones or tablets, rather than through a desktop device.
Another thing to consider when looking to improve your SEO is backlinks. There are two main types of link you can impact your search engine rankings – internal and external. The former are links you’ve included on your website, many of which will be pointing to other pages on your site. External links are essentially what they sound like – links on external sites, which point users towards your website.
In terms of their uses, external links show that you’re an authority in your field, as other businesses are referencing your site. You have more credibility, and this should bring in more traffic. Internal links are great for showing search engines how your content links together, as well as which pages have more value.
It can be difficult to control external links, as you can’t force other websites to link back to your website! But there are a few tactics you can try. For instance, you can reach out to bloggers and guest post on each other’s websites. Creating press pieces for local news sites is also a great way to generate interest in your brand.
In terms of internal links, it’s important to give some thought to the pages you point to. Obviously you’ll want to refer back to your own content, but you should also link to pages that have a high domain authority. That way, you can try and build relationships with these organisations, and see if they’ll link back to your site.
Increasing your rankings can make a huge difference to your traffic and sales, but unfortunately it’s not an instant process. Regardless of how much effort you put into your website content, keyword research or backlinks, you probably won’t see quick results. It can take up to six months to see significant progress, so try to be patient!
Perhaps the best place to start is to consider which of the three strategies listed above you need to prioritise. You may wish to focus on the area where you’re weakest, to try and level the playing field. Alternatively, it can be a good idea to focus on the strategies that yield the best results, and then turn to the areas that are less strong.
However you decide to proceed, if you’d advice on your SEO strategy, The Pineapple Agency would love to hear from you! Get in touch with us today to see how we can help!