Are you using just one SEO method to rank? Use organic and paid methods to reach even higher! Learn how to craft an SEO advertising strategy from scratch.
With an increasing number of companies spending an average of $75,000 a year on digital marketing, every brand is looking to get an edge. Instead of spending more money, SEO advertising can ensure that your pages and your ads hit users right in the sweet spot. With the right tactics, you can attract more people just by creating great content rather than worrying about paying for clicks or attention.
Here are five tips for crafting the perfect approach.
- Optimize for Mobile-First
Mobile internet is definitively far ahead of desktop usage and it’s likely to stay that way forever. If you’re not using mobile-optimized web design, you’re going to be far behind the competition.
Now Google has mobile-first indexing to help people who searching from their mobile devices to see results faster. instead of serving them pages with bad mobile design, they privilege pages that are better designed for mobile devices. This allows people browsing to get pages that not only match their criteria but also that are easier to use.
Google knows that matching search results relative to content is only half the battle. Someone needs to be able to use the results that they get served.
Prioritize mobile content for your site so that your design can be more responsive and mobile-friendly.
- Check Your Site Speed
Site speed might seem negligible to you given that everything online usually loads in a few seconds, but users take notice. When things take five seconds or more to load, visitors are more likely to leave your site. They’ll go to a competitor’s site over a few seconds of difference.
When more than half of users will leave your site if it takes more than three seconds for it to load, you have to be fast. Thankfully there are speed insight tools for you to look at if you want to know how your site is doing.
Google has analytics tools for speed and Ahrefs has its own method for drilling down into your site. No matter which tool you choose, make sure you prioritize speed on your site.
- Look at User Experience Signals
Google uses a machine learning system to sort search engine results pages. The tool they use for this, RankBrain, is one of their most important ranking factors.
This tool uses a variety of factors to rank pages but the most important two are “dwell time” and the “click-through rate”. Dwell time describes how long someone hangs around on your page. Click-through rates are the number of people, usually presented in a percentage, who click on a result that leads to you.
Dwell time can bring lower-ranked pages up a few notches. Rather than trying to get to number one, get people to hang around on your page even if you’re ranked number two, three, or four. Clicking the number one result and leaving after just a few seconds will harm that page’s number one ranking.
When your page has a lot of entries on SERPs and a lot of clicks going to your URL, your pages are going to climb. It makes Google’s algorithm look like it knows what it’s doing and makes you look good at the same time.
- Make Featured Snippets Look Good
More and more people are asking questions directly related to very specific industries. Instead of trying to be a general audience site that caters to everyone, get specific. That’s what people are really looking for.
Those question and answer boxes that now appear in search results after you ask a question are the latest things. Look what people are asking about products and services in your industry. Give responses to all of those questions on your site and you’ll connect a lot better to your customers and clients.
Ask specific questions inside of your content and give detailed answers. Put those questions right in your header to ensure that you are giving your customers what they’re looking for. Those “people also ask” sections can become your secret weapon at getting ahead of the competition.
Optimize your site for voice search. Answer questions as if they’re being asked to a person and use that kind of structure in your headers. It will allow you to attract the increasing number of people searching by asking a question through their mobile or smart home devices.
- URL Structure Matters on Landing Pages
Believe it or not, you can give yourself a boost just by structuring your URLs better. If your site has a link to an important piece of content that’s listed as “www.yoursite.com/12/05/abcdef123”, it’s not going to attract people. You should be structuring it as “www.yoursite.com/issues/answer-users-want”.
That way, when anyone enters the important keywords from the question or answer, Google will serve them up your content. The content with text that matches their query is going to perform better and rank higher.
There’s no set number of words to use, but if you omit prepositions, pronouns, and articles, you can get to the point. Since search engines are crawling the words that are in URLs, put your main keywords at the start of the URL.
View this page for more details of what you could be doing to use your keywords better.
SEO Advertising Is Selling Without Selling
Rather than pushing your products on people, SEO advertising is a way for you to target potential customers much easier. You can save your time and energy and focus only on the people who mean the most to your brand.
If you’re wondering how this $80 billion SEO industry impacts you, check out this coverage for details.
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