Many marketing agencies will deliver an SEO pitch to you that addresses all the technical intricacies of SEO but without tackling the most important aspect of the marketing channel: Sales. Ultimately, as a business your interest will always be in your bottom line and the number of sales that can be secured. In this article, I’m going to outline my top strategies for securing sales through SEO.
Introduction To SEO
SEO or Search Engine Optimisation as it is also known concentrates on improving your businesses organic search engine rankings (non-paid results). While it is often a more cost effective way to generate leads and ultimately sales it requires a long-term investment and long term approach.
It is completely pointless chasing quick short-term wins that require dangerous strategies or techniques; these are often termed black hat approaches. The execution of these techniques will often attract a ranking penalty as they are recognised as bad practice by Google. It is better to target long-term sustainable gains – I always advise my clients to expect results after at least two and sometimes six months of starting a campaign. Once you have recognised this and committed to a three to six month campaign, the SEO work required to secure sales can begin.
Strategies For Securing Sales
Generally, I recommend the following SEO strategies for securing sales:
Undertaking extensive keyword research
At the very start of a campaign it is crucial to understand what your potential customers are searching for so you can optimise your website for these keywords. Using keyword intelligence from tools such as the Google Keyword Planner is considered to be best practice; look at the search volume and level of competition for each keyword. Clearly, an ideal keyword list would consist of high volume, low competition keywords but this is very rare in practice. Instead, it is best to select a combination of keywords, from high volume to low volume and from low competition to high completion.
Ultimately, ensure that wherever possible that they keywords have buyer intent. For example if you own a restaurant in Weymouth, ‘book a restaurant in Weymouth’ is a more valuable keyword than ‘Weymouth restaurants’ from a buyer intent perspective.
Creating a clear uncluttered website layout with a clear CTA (Call To Action)
Potential customers will always value simplicity above complexity – the quicker that they can find what they are looking for the more likely they are to complete an action that is valuable to your business (such as completing a contact form or placing an order). Your website should be a balance of engaging images and text with a clear flow between sections. A confusing and cluttered layout will result in an increase in your bounce rate (as your customers navigate to a competitor website). I’m still surprised by the number of websites that place their contact details in an obscure location – this all too common mistake will cost you sales.
Alongside this, remember that presentation is everything. You can have the best content in your industry but if it is not presented well, it will not secure sales. Alongside your website layout, it is advisable to include a clear call to action (CTA). To decide what this should be – ask yourself a simple question – what do you want your customer to do? Typical CTA’s include a consultation request; buy now box, e-mail newsletter signup or contact option. I often recommend testing a number of CTA’s across different pages of your website so you can measure their effectiveness.
Committing to creating valuable content for your potential customers
The adage ‘content is king’, still rings true today. I often recommend that a business creates a content schedule to coordinate its content creation efforts. This can be coordinated with your other marketing activities for a truly integrated approach. From an SEO perspective, you should aim to undertake at least blogging as part of your content marketing. The frequency of this will vary depending upon the resources that you can commit and the nature of your industry. Generally, I recommend creating between two and four blog articles per month to sustain a notable level of search engine progress.
Businesses often ask me about the topics that they should be addressing in their blog articles. While this is industry-specific, there are some generic themes that you may wish to consider including: industry news, company news and events. To maximise the impact of your blog article, try to address problems that your customers may have.
Request A Free SEO Report
If you would like help securing sales with SEO you can request a free SEO report from our digital marketing experts. We will review your website and identify any problems that your website has.