Developing quality traffic to a new site is a pain. I know, because I’ve been there.
Many of my clients are just starting to build a web presence, and they’re excited by the ads that claim a site can be boosted to the front page of Google in a matter of days.
One ad I recently saw while reading an article on CNN claimed that “Through the power of crowdsourcing, we can drive your Google ranking to the top spot in less than a week.”
Clicking the ad revealed that, like so many things in life, the solution they offered was overpriced and too good to be true. There are many traps that first-time site owners fall into. If you want real, lasting results, follow these simple strategies to create a good reputation with Google and earn high rankings.
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1. Amazing Keywords: Separating the Wheat From the Chaff
Keyword research is about striking the right balance between competition, cost and potential. Tools like Google's Keyword Planner and Keyword Tool are great for researching different keywords that may relate to your product, service or industry. Understanding what your audience is searching for is a key component to white-hat SEO.
If you don’t understand your target, the likelihood of hitting it is left to dumb luck. To understand whether a keyword or phrase is something you should target, look at the following characteristics:
- Popularity: How many people are there searching for these keywords? Are they people that would be motivated to purchase your product or service?
- Competition: How many other websites are competing for the Google traffic associated with these keywords? This can be understood by looking at the Cost-Per-Click bid that Google’s Keyword Planner recommends.
- Cost: Once you understand how heavy the competition is, you’ll need to size up your budget and see if you’ve got enough powder to take on the market. There’s no sense in wasting a small budget on a highly competitive keyword or phrase.
Many of the blunders that I see involving Search Engine Optimization center around poor keyword targeting. Know your target, know that it can be won and that the prize is worth the fight.
2. The Skyscraper Technique
One of the most powerful techniques a company can use to generate a strong presence online is to create content that outperforms the competition by offering exponentially more value to the consumer. The Skyscraper Technique is one of the methods I’ve utilized in the past to outperform the competition.
Quality backlinks are the lifeblood of SEO. Earning those backlinks involves creating content that’s informative, shareworthy and better than everyone else’s content. According to Victor Smushkevich, CEO of Smart Street Media, “Creating content that is more modern, more in-depth and better focused than the existing content on the web is a mandatory step in reaching maximum media penetration. An in-depth article, supplemented with appropriate Schema Markups, provides the best ROI for clients in almost any industry.”
The skyscraper metaphor is perfect for blogging. If you want the most attention, build the biggest building with the most eye-catching architecture.
Related Article: Why Links Will Always Matter in SEO Marketing
3. Building Relationships With Influencers
Once you’ve created a website that’s chalked full of amazing content, it’s time to promote it! Yes, it’s entirely possible that if you spend enough on advertising, or wait long enough, an influencer in your market could organically see your content and share it with their audience. But this is an expensive and time-consuming approach.
Website marketing is about getting results quickly and cost-effectively. To give your content all of the attention it deserves, create a list of the top influencers in your industry. These are individuals with a following on YouTube, Reddit, a blog that’s hyper-relevant to your space, or any other medium that your target customer enjoys spending time with and trusts.
Statistics show that customers spend 50 percent more after interacting with a brand ambassador. You need to recruit brand ambassadors that are passionate about your product and have the ability to reach additional clients.
White Hat SEO is a process where online marketers earn a solid reputation with Google by doing the hard work and building a valuable web presence. Spam links and other methods designed to trick Google might work for a few days, but Google will detect the sleazy methods and penalize your site, undoing any progress towards ranking and earning search traffic.
It’s my hope that the above tips will provide a solid foundation for creating something amazing for your brand or organization. Good luck.