Optimizing a website is something that marketers learn after going through the motions time and time again. It is not about sticking keywords throughout your website with the hope that the search engines will simply just reward your paltry efforts with a top 100 ranking. Put all that nonsense aside bring some marketing to the table and watch your efforts work.
User Experience.
Put yourself in the users shoes. If you stick keywords all over each page where the flow of reading is disrupted, then how is your audience going to respond to that?
In order for them to pick up the phone and call you, they need to be able to read your copy with no interruptions. If every three words of your copy is a keyword they will most likely just leave your website entirely. There is a thin line between too many keywords and not enough so make sure you walk that line safely.
Targeted.
Make sure you are picking keywords that fit the content of that specific page.
For example, if you sell tennis racquets on a specific page, target tennis related keywords for that page. Don’t target golf related keywords as well because you want to rank for that keyword.
Always keep things relevant when it comes to optimization because the search engines will respond much better to it.
Conversions
Optimizing a website is not just about search rankings and keywords. It is also about how people interact with your website. Content is most definitely key, but what good is all that content if your traffic does not understand what they should be doing once they arrive at your website.
You need to have a plan for guiding the user around your site to convert into an action on their behalf.
So remember that you should approach optimising your website with a marketing hat on and your decisions will be more focussed on building your brand and converting your traffic rather than gaining high page rankings.
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