Jason Hennessey

Turn Website Visitors into Paying Customers

Turn Website Visitors into Paying Customers

A website is vital for a modern business to reach potential customers, but even if your website has thousands of viewers a day, you won’t see an increase in revenue until they decide to do business with you. Converting website traffic into clients or customers involves more than just SEO tactics—it requires you to put the work in offline by providing great service and positive customer experience.

  • So how do you turn leads from your website into profitable business? Let’s take a look at your business from the eyes of potential customers. 
  • Start by taking a step back to view your online presence as a potential customer and asking yourself the following questions:
  • Would you hire your business?
  • Would you make a call based on what you see on your website?
  • What information would you as a potential client want to know, and is that information easily found on the website?  
  • What questions do you have, and are they answered on the site? 
  • What details would you need to see in order to trust the business? 
  • Are there photos of your business, products, or work that establish you as legitimate?

If your answers to any of these questions give you something you can improve, that’s a great place to start. 

Ensure that your website has a strong call to action and that it’s effortless for users to contact you. It’s a good idea to display your phone number or contact button prominently, preferably in the top right hand corner of every page. Also include a contact form on every page that only requires a single click to submit—don’t ask for too much information from the user. Keep it short and simple. 

It’s incredibly important that it’s easy to contact your business. If your website confuses its users, they will not be inclined to spend any money. And if they have to work to figure out how to contact you, they will likely move on to another business that’s easier to reach.

Once a client has contacted you, don’t leave them waiting for a response. While they’re waiting, they may be searching for other businesses that can fulfill their needs. Always respond quickly, and have a planned script ready to answer their questions and convert them. This goes for both phone calls and emails.

Respond to emails within 24 hours at most, and if possible, pick up the phone within two rings. Hopefully callers don’t get sent to voicemail, because it may mean them hanging up or looking elsewhere, but when they do, return the voicemail within the hour. The longer you take to respond, the lower the chances become of that lead turning into a client. 

Another good option is a web chat, which can be automated to collect basic information from the user, which you can then use to reach out to them within 24 hours. However, a web chat is only valuable if it does provide users with a timely and helpful response. A webchat that is unmonitored can do more harm than good by frustrating users. If your website is set up with a template that includes a chat feature, either put the effort in to make the chat functional or disable it.

Responding to leads in a timely and helpful manner is so important you might consider using a call center if you find it difficult to monitor the phone and respond quickly. However, ensure that the call center has experience with your type of business, learn their process, and provide them with scripts to ensure the best customer experience possible. 

Setting up your website with these strategies in place will give you an advantage in converting leads, but SEO is an ongoing investment, and its value improves as you continue to work on it. As you increase traffic to your site and convert prospects to customers, you’ll gain more credibility in the eyes of Google, boosting your site’s ranking. However, you’ll still need to continue to put effort into your search engine optimization to make continual improvements and updates.

Search engine optimization goes hand-in-hand with good customer service. By providing a good user experience on your website, you make it easier for potential customers to find the information they need and contact you. Then, when you follow that up with a timely and helpful response, you’re more likely to win their business. You can also ask happy customers to leave you positive reviews, which will improve your SEO and encourage the positive cycle to continue. By putting the work in both online and offline to convert customers, you’ll see profit increases well worth the investment.

Do You Have a Visual Search Strategy?

Do You Have a Visual Search Strategy?

When creating an SEO strategy, many people don’t consider the impact  of visual media such as photo and video. Google’s algorithm is incredibly powerful, and learning how it interacts with these marketing assets allows you to leverage them to level up your SEO strategy.

The way Google’s algorithm interacts with photos and videos is more complex than you realize. It uses a software called Google Cloud Vision to interpret and pick out elements of images such as shapes, colors, objects, text, facial features, and even emotions. 

This software is a form of artificial intelligence (AI), which learns based on input information and feedback. This allows it to sort images into millions of categories based on features of images it has learned from previously.  When users interact with the images, Google learns from their behavior. For example, if you search for a specific cat breed and click on a picture of that cat, the artificial intelligence will create a stronger association between that keyword and picture. This helps it find more photos of the same kind of cat across the internet and label them the same way.

So how can you take advantage of Google Cloud Vision to improve your SEO? By strategically choosing the images and videos you use on your website, you can influence the keywords Google will associate with your site, creating stronger connections with desirable keywords. There are lots of places to include photos—on the pages of your website, in a photo gallery, on your Google Maps listing, and even on your social media. Each photo will associate a keyword with your domain. 

Start by picking out some photos that are relevant to your business. These can be photos you’ve taken of your business or products as well as pictures whose subject relates to your business. Once you have a few contenders, go to cloud.google.com/vision and upload the photos to see what keywords Google associates with them. Choose photos that have the most relevant keywords. This is an extremely helpful tool in choosing the best photos to improve your SEO.

You can also improve the keywords associated with an image by using those keywords in the file name rather than naming it something generic. Additionally, use captions and alt text to associate keywords with the image. Alt text is information that is not typically seen on a page, but it is read aloud by accessibility readers for users with sight limitations, and Google’s algorithm pays attention to it.

When choosing photos, it’s important to use high-quality images that reflect well on your business and professionalism. Avoid stock photos when possible—Google knows when a photo comes from a stock photo site. It’s best to hire a photographer, but you can also take photos yourself. Since Google values authenticity, it prefers photos you’ve taken to stock photos, and it helps the algorithm identify your business as legitimate. 

Photos are an important part of your SEO strategy in terms of user experience. Google prioritizes user experience over any other factor, so it’s important to make your site as accessible and appealing as possible. Images make your site more appealing, easier to digest, and more relatable. Photos can also direct traffic to your site through Google’s image search function, which is another reason to have unique and professional images. These images are also more likely to be linked by other sites, which helps increase your Google ranking.

In addition to photos, you can similarly leverage videos to improve your SEO. Videos are a great tool to capture a user’s attention and keep them on your website longer. Many visitors prefer watching videos to reading articles, and when users engage with videos on your site, that tells Google your site is providing a good user experience, which improves your SEO.

Unlike photos, however, Google doesn’t analyze the contents of the video in the same way. It doesn’t watch or listen to videos, so it determines how relevant a video is by signals such as user engagement and how long a user stays on your page. 

You don’t want users leaving your website quickly, so it’s best not to embed videos in your site using YouTube. If you do, the user may click to view the video on YouTube rather than on your site, telling Google that they left the site quickly even though they were engaging with your content. And once they’re on YouTube, there are many distractions to take them away from your website. If users don’t stay on your page for very long, it may negatively affect your search ratings. (If you create videos, I highly recommend creating a YouTube channel and posting the videos there too, as it’s an incredibly effective SEO platform.)

Just like you can include information with photos to help Google interpret them, you can use “schema markup” to tell Google what your video is about. This includes information such as the video title, description, thumbnail image, video length, and transcript. Adding these things will increase the video’s visibility and make Google more likely to feature it in search results.

While it can take considerable effort to put high-quality photos and videos on your site, remember that it’s an investment in your business. Not only do they give you a significant SEO advantage, but they can draw potential customers to your site and convert them to paying customers. The more traffic you bring to your site, the more potential customers you’ll reach, ultimately increasing the revenue growth of your business.

How to Use Google Maps to Grow Your Search Traffic With Ease ?

How to Use Google Maps to Grow Your Search Traffic With Ease

Search engine optimization (SEO) is all about getting your website where potential customers can easily find it—at the top of the search results page. When someone searches for a business, what shows up at the top of the search results? Most often, it’s Google Maps.

The unique position of Google Maps gives it an advantage. If you search for restaurants in your area, you’re likely to pull up the Google Maps results before you scroll through the rest of the search results. The same goes for other businesses in your area. Google uses location data along with the relevancy, popularity, and integrity of a website to determine what to show a user. This makes Google Maps a powerful tool to help you reach potential customers or clients in your area.

Google Maps makes your business easier to find. It also provides a space to display reviews and can help your business appear more trustworthy. If your business isn’t listed on Google Maps, you can bet you’re losing potential customers because of it. Setting it up doesn’t have to be intimidating, either. 

Let’s walk through the steps:

Complete Your Profile

The first step is to “claim” your business. If your business isn’t brand new, chances are Google already has a listing for it on Maps, but this listing won’t contain many important details, because you haven’t claimed it yet. In order to add more information and get the most out of your listing, you need to claim your business by going to google.com/business and creating a Google My Business account.

Claiming your business will allow you to edit your listing’s info, including your business hours, address, and photos. It will also allow you to respond to reviews and view local analytic data. It’s important to claim your business and fill out your profile as soon as possible to ensure the data is correct. Until you do, Google will populate the listing automatically and could provide incomplete or inaccurate information. After claiming your business, Google can either call you to confirm your information or send a postcard in the mail.

After you’ve completed the process of claiming your business, it’ll be time to start filling in the details of your listing. This includes a business description; photos of your business, products, or services; address; website link; contact info; questions and answers; hours; reviews; social media profiles; and even videos. I recommend filling in as much information as possible to leverage your listing to the best of your ability. Google’s algorithm rewards more complete profiles because they improve user experience, which Google values over anything else. 

It’s also important to make all of this information available and keep it up to date so potential customers can reach you easily. If your phone number doesn’t work or your website link isn’t listed, many users may skip over your listing rather than try to track down your contact information. After all, if another business is easier to get ahold of, why would they choose yours? Make maintaining your Google Maps listing a regular part of your SEO maintenance.

NAP

Your business’s name, address, and phone number (NAP) are some of the most important details of your listing. It’s vital to your SEO that the name, address, and phone number listed on your website match those listed on your Google Maps listing. That holds true across the web—the Better Business Bureau, Chamber of Commerce, and anywhere else it might appear. Inconsistent details can confuse Google’s algorithm. Pay attention to details such as whether you include “LLC” or “Inc” on your business’s name—it may seem unimportant, but it makes a difference in SEO.

Local Schema

“Local schema markup” is a type of code you can add to your website that helps Google recognize local data, such as your address and contact information, which it can then populate on Google Maps. Have a technical SEO expert add this to your website.

Hire a Trusted Google Photographer

A trusted Google photographer will provide your business with an indoor panorama that allows prospective clients to see inside your business. You might not think this is particularly valuable, but it’s appealing to customers or clients, and it gets linked to your Google My Business profile and is a great SEO boost because, to the algorithm, it makes your business more trusted. You can hire a photographer at google.com/streetview/business/trusted/.

Reviews

Google Maps has one of the best review systems out there, and a business’s reviews are a major factor in how well it will rank for the long haul. Its algorithm highly values the integrity of its reviews, and it is extremely strict about ensuring that fake reviews are not allowed. It also highly values when businesses respond to reviews, and doing so can increase your ranking significantly, whether those reviews are positive or negative. Always try to respond within 48 hours, and remember that your responses are publicly visible, so maintain a composed and polite demeanor. The content of a review, the keywords it contains, and its rating all affect where you’ll show up in search results. It’s a great idea to ask past clients or customers to post reviews because it will help boost your SEO.

Insights Dashboard

One of the advantages Google My Business gives you is access to their platform’s insights dashboard. This provides useful information about user behavior you can use to adjust your strategy, such as what search queries led people to your listing, where those visitors are located, and how many people have clicked on the link to get directions to your location. 

Google’s algorithm looks at everything about your business to determine where it should rank on a search results page or on Google Maps. Every aspect of your Google My Business profile makes a difference. These are the most important steps to remember to create an excellent profile:

  • Claim your business as soon as possible.
  • Ensure your name, address, and phone number are consistent everywhere they’re listed.
  • Add local schema markup code to your website.
  • Add photos to your listing and hire a trusted Google photographer to add credibility to your business.
  • Ask previous clients or customers for reviews, and always respond to reviews within 48 hours.

Google ranks businesses that keep their listings up to date and respond to reviews higher than those that don’t. And even without the boost to your website’s SEO, your listing on Google Maps is a powerful tool to reach potential customers or clients—think of it like the fanciest and most popular phonebook to ever exist. If you put in the effort, you can climb to the top of the search results in your area, which will bring you many new business opportunities.

The Technical SEO Basics Every Business Owner Needs to Know

The Technical SEO Basics Every Business Owner Needs to KnowSearch engine optimization (SEO) is a broad topic that requires expertise in a variety of areas to do well, including content development and web design. Something businesses sometimes overlook when they start building their SEO strategy is technical SEO. Your SEO efforts cannot succeed without it.

Technical SEO encompasses the setup and practices that affect how Google interacts with your website. An expert in technical SEO will ensure there aren’t any errors keeping Google from reading your pages and indexing them properly. Technical errors can confuse Google’s algorithm and cause your website to rank poorly or not even rank at all—and that’s the last thing you want.

Due to the fact technical SEO provides so much value and there is a great deal to learn about it, I highly recommend hiring an experienced professional to handle it for you. 

A technical SEO expert should be able to monitor your website for problems like poor crawl depth, cannibalizing pages, duplicated content, broken links, crawl errors, slow page speed, poor mobile accessibility, and issues with URL structure. You don’t have to understand the details of these problems, just know that a good technical analyst will be watching for all of these things and more. 

Eliminate crawl errors

Google’s algorithm uses programs called “spiders” to send out feelers across the web in order to index pages. This process is called “crawling,” and it’s how Google “finds” your web pages and determines where they should rank. If Google’s not able to easily crawl your web pages, it cannot index those pages, and they will not show up in search results.

Your technical SEO expert should use a tool to crawl your website just like Google would, which will allow them to identify any errors and improve your SEO. This can be done with a variety of crawling tools—I like to use Screaming Frog SEO Spider, which functions very similarly to Google’s spiders.

Using a tool like Screaming Frog, your SEO expert should crawl your entire website. The tool will then show the “crawl depth” of every page, indicating the number of links it had to follow from the home page to reach the destination page. Most of your pages should have a depth of two or three—if there are many that have more than that, its best to fix them by changing your internal link structure.

During this step, it’s also a good idea to use the crawling tool to look for problems with internal and external links, HTTP response codes, URL structure, page titles, meta descriptions, header tags, image file sizes, and canonical or pagination issues. Your technical SEO expert should analyze all of these things and resolve any errors. 

Choose one website variant

In order for Google to index your site properly, it’s important that it only looks at one version of your website. When a user types a URL into the search bar, there are plenty of ways they can type it: with or without “www,” “http,” and/or “https,” for example. That means your website might look like any of the following:

  • https://www.yourwebsite.com
  • https://yourwebsite.com
  • http://www.yourwebsite.com
  • http://yourwebsite.com

How does Google know which one is the canonical version? It’s best to choose just one of these variants and redirect all other variants to that version, preferably one of the “https” versions, as Google prioritizes security, and the “s” represents a secure socket layer, which improves the security of your website. Choose one URL, then use it consistently.

Optimize only single pages for similar keywords

It’s important to only have one page optimized for each keyword as well as any similar keywords, which Google will understand to mean the same thing.

An extremely common mistake many content writers make is to optimize several pages for the same or similar keywords, thinking that more pages about the same topic will help the website overall rank higher. However, it can actually cause the opposite to happen. These pages compete with one another and confuse Google. Instead, it’s best to keep all of your information about any one keyword or phrase on one page. 

Improve your loading speed

Slow loading times on your website can drag your rankings down. Many people fail to take this into account with their technical SEO, but it can make a big difference. Google prioritizes user experience over anything else, and if you’ve ever experienced a slow website, you know that users don’t want to wait several seconds for a page to load. If your website takes too long to load (often anything more than three seconds), many users will leave the site rather than wait. 

You can use Google’s free tool PageSpeed Insights to see how your website scores for loading speed on both your mobile and desktop sites. It’s important to analyze these separately. The tool will also give you suggestions on how to improve your site’s speed.

Make your website mobile-friendly

Many users spend more time browsing the web on their phones than their laptops or desktops. It’s not acceptable to have a site that’s not optimized for mobile devices. Without a strong mobile site, you’re providing a poor user experience to a large portion of your audience. Not only does that reflect poorly on your brand, but Google doesn’t rank poorly-optimized mobile sites as highly—in fact, it prioritizes mobile user experience when crawling and indexing pages. 

Resolve structured data errors

Structured data is information that tells Google what type of standardized format a webpage fits into. It helps Google know what the page is about—if it’s a recipe, for example, or a shopping page. This allows Google to place it in the appropriate places in search results, such as in graphics search results. If there are errors in this data, it can cause your page to not be placed in an optimal search placement. You might lose that graphic result, which would have been a boost to your SEO.

Remove duplicated content

Duplicated content is something you need to monitor regularly. This means you want to ensure you don’t have any repeated text on your own website, so you should never copy and paste content. Every page should be unique. But even worse than on your own website is your content duplicated on other websites. Google interprets this as plagiarism and it can cause you to be penalized for it. If someone does steal your content, you can file a Digital Millennium Copyright Act takedown.

Avoiding duplicate content may seem simple, but you might be surprised how often it happens. Inexperienced copy writers might create templates for content and just change a few words here and there, or they may even steal content from other sites. But if Google believes you’re guilty of plagiarism, whether or not it’s your fault, your site can be removed from search results and penalized, so it’s important to address duplicate content as soon as you’re aware of it.

Now that you know some of the basics of technical SEO, you’re well equipped to hire a technical SEO expert to improve your SEO strategy. I’ve worked with many businesses who weren’t seeing the results they desired from their SEO efforts because they were overlooking the technical aspects of their strategy. They’d hired digital marketing agencies and weren’t seeing the results they desired, but didn’t know why. Understanding the importance of technical SEO gives you a leg up in the competitive world of digital marketing. With these tips, you can improve your website’s rankings, increase traffic to your site, and connect with more potential customers or clients.

How to Boost Your Website’s Popularity Through Link Building

How to Boost Your Website’s Popularity Through Link Building

One of the most important parts of your SEO strategy is link building, the process of gaining inbound links to your website. Links are like the internet’s currency. The more valuable links that point to your website, the better it will rank. These inbound links are called backlinks. When it comes to SEO, there are few things that can make as much of a difference as the number and quality of backlinks your website has. Links help Google establish a website’s popularity and also give it important information about how pages connect to one another.

The process of gaining backlinks can be extremely labor-intensive and may take quite a bit of time but is necessary for a successful SEO strategy. Even if you build an excellent website and do everything else correctly for SEO, your website will gain popularity much faster with backlinks. Backlinks tell Google where your website ranks in terms of popularity, relevancy, and integrity, which are the three components Google uses to prioritize websites on search results pages. 

So how do you create backlinks?

The most valuable backlinks come from credible and popular websites that already rank highly. If a popular, trusted website links to your website, it increases your integrity and popularity in the eyes of Google’s algorithm. Think of it like this: When relevant and reputable sites link to your site, their credibility is rubbed off on you. 

When seeking opportunities to build links, look for popular, credible, and relevant sites. Google values links from sites that are related to each other in subject matter much more than those that are not related. If you run a physical therapy practice, a link from a medical website will be given much more value than a link from a recipe website. Even if the website doesn’t relate to your own, if the content surrounding the link is relevant, it will improve the value of that link. Things like news sites may not specialize in content relevant to your business, yet their links can still be extremely valuable.

SEO is all about outranking your competition and you will need to create more backlinks than your top competitor in order to outrank them. However, keep in mind that while the total number of backlinks your website has is important, what’s more important is the number of referring domains. In other words, how many separate domains link to your site? Each link you gain from a separate domain is generally more valuable than multiple links from the same domain.

Another valuable thing to understand about backlinks is how anchor text works. Anchor text is the text—a word or phrase—attached to a link, which tends to appear in underlined blue font you can click on (also known as a hyperlink). Google uses this text as well as the surrounding text to determine how relevant the link is, which is why you should choose this text carefully rather than hyperlinking the words “click here.”

Now that you understand how links work, how do you go about building them? How do you get links to your website on someone else’s website? While your backlinks will grow passively if you have a legitimate business, you won’t see the results you want just from sitting around and waiting for people to link to your site. A good link building strategy is proactive. Your digital marketing team should always be looking for opportunities to build links. Here are a few places to begin:

  • Business directories. While there may be some cost involved to have your business listed, the reputable links and increased traffic should make up for the cost.
  • Social media. All of your social media profiles should include a link to your website.  Your YouTube page and other social media profiles should each provide a link back to your website.
  • Interviews. Be a guest on someone’s blog or podcast and have them interview you. Not only will this help you gain more exposure, but the links will build your SEO.
  • Press releases. If a media outlet picks up a press release about your business, they’ll link to your website, and news links tend to be strong. You should write press releases regularly about what’s new in your business.
  • Job websites. When you post job opportunities on reputable job sites, include a link to your website. 
  • Review websites. Encouraging your clients or customers to post reviews on sites like Yelp helps you build links and also can help you convert prospects.
  • Community media. Getting involved with your local community through charity work, sponsorship, or other activities will give you opportunities to gain links on community webpages, local news sites, social media, and more.
  • Guest blogging. Reach out to relevant blogs and websites to see if you can write articles for them as an expert in your field, which will provide them with free content and you with a valuable link. Choose sites that are relevant to your business and reputable.

Another great way to look for opportunities to build links is to analyze your competitors’ backlinks. Run their websites through a link analysis tool such as Ahrefs or Semrush, and see if you can utilize some of the same links from these similar business types. Remember that to outrank your competitors, you need at least as many high-quality backlinks as they have.

While finding opportunities to build links takes a great deal of work, it makes an immense difference in the effectiveness of your SEO strategy. Link building will improve your SEO both through increased traffic to your website and indirectly through Google’s algorithm. The more proactive you are about building links and improving your SEO, the more popular your website will become, and you’ll gain more traffic organically. The increase in traffic will ultimately result in a higher return on your digital marketing investment by bringing you new customers or clients.

How to Develop a Winning Content Strategy for Your Website

How to Develop a Winning Content Strategy for Your WebsiteContent is vital to your website’s success. If there’s no content there, there’s nothing that can show up in the search results when prospects are searching for your business. Your content strategy is, in a way, the most important part of your digital marketing strategy. Above all, the quality of your content is what matters and brings value to you and dollars to your business.

You can’t expect to approach content without a solid plan and end up with cohesive, effective results. In fact, without a strong content strategy, you might end up confusing Google and getting your page down ranked, or worse, you may end up with duplicate content and be penalized for it.

A well thought-out content strategy can be the key to your website’s success. It will bring in new customers through organic search traffic. While a good strategy will build your website’s SEO cumulatively, a poorly planned one can sabotage your SEO with content built to take up space rather than create a cohesive, informative website that outranks your competitors. Google wants to provide its users with high-quality, reliable content that gives them the information they’re looking for and find the products and services they want to purchase. You as a customer want the ease of finding the information quickly when you search for it. 

Your content strategy must be targeted specifically at your audience so they find exactly what they’re looking for on your website and strategize to outrank the content your competitors publish. With the tips I’m about to teach you, you’ll be able to create a content strategy that brings more traffic to your site and helps you reach your target audience in a meaningful way.

There are all sorts of content you might want to use on your website, including video. However, the majority of your content is likely to be text, such as frequently asked questions, an “About Us” page, your contact information, reviews or client testimonials, career opportunities, and engaging social media posts. Many businesses also publish a blog, but I recommend only including a blog in your content strategy if you truly plan to post regularly. An outdated blog looks worse to prospects than not having one.

Start by defining your audience. 

Who are they? 

Where do they live?

 What need do they have that you can fulfill? 

What questions do they have about their need or about your type of business? 

Answering these questions is important because it gives you a picture of the kind of person who might search for the content on your website. You must define your audience before you begin creating content so you can target your specific audience. You want your website to reach potential clients or customers, not random individuals who may not be interested in what you have to offer.

I recommend starting by narrowing down your audience and then doing keyword research to determine what your potential customers are searching for. 

One of the best ways to target your audience specifically is to narrow down the location in which they’re searching and create location-specific pages for every area where you do business. If you optimize your page for a certain location, such as a city, and someone who lives in that city searches for one of your keywords, you’ll have an advantage over a website that doesn’t have a location-optimized page for that city. When someone searches a general service they’re looking for, Google assumes they’re looking for a business in their area and prioritizes websites that have location-specific content.

It’s important that each of these location-specific pages are unique so you don’t create duplicate content throughout your website. Also keep all the relevant information for a location on one page—if you have multiple pages focused on one area, they may cannibalize each other and harm the SEO of both pages.

The great thing about creating these location-specific pages is that they will build on each other, improving your SEO through their cumulative effect. The more often you publish, the more often Google will crawl your website to index the new content. Regularly publishing content pushes your ranking higher on search results pages because Google sees that your website is active.

On top of that, the more content you publish in your area of expertise, the more credible Google will see you. Google’s algorithm works kind of like a word cloud—it notices the words that tend to pop up frequently, and clusters those words together to get an idea of what your website is about. Google will give you more trust and authority associated with the words that show up the most frequently. Over time, Google will view you as a more trusted source and recommend your website by placing you at the top of search results pages.

Google determines popularity largely by the number and quality of links directed at a page. You can strengthen your SEO by creating internal links—placing links on your own website that link to other pages within your website. Only do this with pages that relate to each other, however, as Google takes the relevancy of the link into account. To help Google understand how the link relates, use keywords in the anchor text—the hyperlinked text you click on to take you to the linked page. 

Another great strategy to improve your rankings based on content is to analyze your competitor’s content, and then create content that beats it. For example, if your competitor has a page with 3,000 words that ranks in the top position for a keyword you want to rank for, then write a page with 5,000 words optimized for that keyword. Whatever it is that’s making their page effective, do it 10 times better. This is an effective way to improve your rankings and reach the top of the search results pages for your keywords.

Building a content strategy takes work. Start by identifying your target audience and the market you want to serve, then do the research needed to choose the pillar topics and keywords you’ll build your content around. 

If there’s anything you take away from this, remember that these are your three goals in creating a content strategy for your website:

  1. Become an expert in the eyes of Google in your subject matter.
  2. Become easily visible in your target market.
  3. Create better content than your competitors.

If you focus your content strategy around these three goals, you’re likely to succeed.. Without content, your website might as well not exist. Building strong content is the key to creating a successful website that draws in traffic and converts prospects to customers.