The battle for the top positions on Google pages is nothing new. If we consider that 60% of all clicks occur on the first 3 positions of the organic result , work to better to rank your brand makes more and more sense, does not it?
Now imagine that your company is in 35th position on Google search pages. How many sales you make on the internet today? Have you ever thought why your company or your brand can not sell more? Ever wondered how your potential customer has reached your product or service over the network? How many percent you could sell more in the years to improve the positioning of your brand on the web?
And beyond. Ask yourself:
If you have not yet made such questions, it’s time. In Brazil, organic search, whether directly or not, corresponds today, in 2016, 50% of all traffic on the web. Another relevant fact is that 49% of Brazilians have internet at home and more than 42 millions of Internet users access the network through the phone. Thus, there is an excellent opportunity to better show your product or service and increase your conversion rate, is not it?
However, to achieve the best positions is not enough to invest in SEO techniques , is needed. In recent years, Google has invested so that the user had an increasingly relevant experience and in this context, two important updates were carried out by changing the way the pages are now classified: Panda and Penguin.
Looking for a good experience for the Internet user , every search robots search engine “sweep” millions of pages on the Internet for the files that will better meet the wishes of those who are browsing on the net. And change the rules of the game on the web meant that Google would prevent people and companies bring forth out advantage over the techniques of SEO without the ultimate experience Visitor be considered.
In this sense, the offered content now has new value and new weight. The more relevant it is, the greater the chances of your company to position itself better. And more visibility on the internet today means greater proximity of your brand with your target audience, ie, the greater the chances of converting that visitor into customer.
Considering increasing the volume of their business, we have prepared three tips that will help your business to gain positions in Google just exploring organic traffic and thus increase your chances of closing more sales.
The basis of a good job in SEO goes far beyond the optimization techniques and their “alleged miracles” that many professionals sell in the world of Digital Marketing . Do not be fooled!
If your goal is to increase sales through the web the, focus on quality work, or invest in a well built website and excellent information architecture; create quality content and pages; search keywords that make sense to your business model and get relevant links that guarantee authority in its segment, instead of prioritizing techniques only wanting to fool Google and their robots.
Of course the work On-Page optimization should not be forgotten. Relevant titles, meta description proper, friendly urls, images describing, among other techniques also make a difference, yes. But when it comes to organic result, only relevant content will have a direct impact on how Google ranks your brand, impacting thus on your business and your sales. Thus, if your goal is to sell more through organic search, producing quality content has become indispensable to acquire positions and be easily found by your consumer.
And we already know that user behavior has changed with the growth of the internet. An infinite amount of information, options, comparative, prices and conditions started to become distant just a click of your potential customer, directly influencing their purchase decision. Thus, the way you are perceived on the net today makes all the difference to close or not that sale, right?
And how to know if the content I’m producing relevant?
1.1 – Know your consumer audience
Do a survey to your current customer base to know the profile of who is buying from you, for whom you are targeting your content.
You can follow the checklist questions below to facilitate this knowledge of his persona stage:
A great tool to assist in this process of defining your target audience is also the buying journey . Remember that each user is in a different time of purchase and deliver what it needs will make much difference when closing sales.
But why should I map my persona? Imagine that in recent months you and your team produced 10 posts, 2 eBooks, video and 1 1 Email Marketing. For those you have written? At what point of the shopping journey were his prospects? Do you know?
Knowing your persona is easier to identify the profile and recognize their real needs. Through this information you can plan and direct the production of content for your company. By delivering the right content at the right time you can make a simple visitor arrives faster at the end of the entire purchasing process, and increasing the chances of it truly become a customer.
So if you are producing content at random, stop everything! Refine your persona first. This step is critical if you want to extract more significant results through content marketing.
1.2 – Learn the trends in keywords for your segment
Use the proper Google search bar to find out how users are making the search for certain terms and use them both on your site and in production posts and educational materials to optimize their results. Another interesting feature is to explore the Google Trends to know the behavior of words during the year. Explore the terms according to seasonality, such as Valentine’s Day, Mother’s Day, Christmas etc. and invest in them before the dates desired to gain authority and get ahead of your competition.
Leverage the results taking advantage of more words long tail. More specific terms, such as “how to improve the SEO of a site,” have higher conversion rates, despite the lower volume of searches. The user does a Google search for an exact term and finds your site is much more likely to convert than the one you just type a full word. Ie, long-tail words can be a great strategy to bring your brand to your target audience and close more sales.
Use your internal site search to find out what terms visitors are searching to browse your pages. These terms have the power to say what exactly the visitors want to find . Google Analytics provides the list of search terms within your site.
1.3 – Find out what your competitor is doing
As he has used content marketing to increase the results? What are the channels in which it is present? How you communicate with your audience? Know your competition and use this information as an incentive to anticipate actions and come out ahead.
The more assertive for the content that you post on the network, the better your position and the greater the chances of reaching your audience and turning visitors into customers .
There is no point having great content if the visitor experience while browsing is not nice, is not it?
heavy, slow and sites that hinder the user’s life on other devices such as tablets and mobiles, for example, tend to just take your potential customer to the competitor.
2.1 – Invest in fast and responsive sites
Make your site suits the needs of users and make your brand accessible whatever the device. Put yourself in your potential customer and imagine how frustrating it is to click on the link of a particular product and take forever to have access to information that both want. If a click could mean a sale, a click can also mean a user failing to navigate your site and going to get what you need at your competitor.
Optimize your site, making navigation faster and making Internet users find what you search in seconds. The PageSpeed Insights Google is an excellent tool that evaluates and ranks the user experience for both desktop and for mobile, in addition to providing information about the points that deserve attention and should be corrected so that the visitor has a quality navigation.
2.2 – Increase the length of stay of visitors on the site
Offers a world of possibilities to the user. The experience will only be complete if the visitor does not need a new Google search to find what you need. Take the opportunity to look at the information architecture of your web page. How the information is organized? How many clicks your potential customer is away from the products or services you want?
Abuse of resources here as the search window, so that the Internet easily find what you need, or the gallery of posts related or accessed more posts by stimulating so the visitor stays more time spent browsing your website. Use internal links in your posts, directing the user to the product page or service in question. This is a great strategy to stimulate the desire to purchase your potential customer and increase the possibility of closing that sale.
external links still work well, but today it is not enough that you have pointing to your site dozens of irrelevant links because Google considers the weight of the link that is redirecting for you by evaluating the content.
So if your website is about automotive parts, there is no point gain links from a perfume site, is not it? The link building aims to help build his authority on the web. Thus, receive pages of notes corresponding to the same segment as yours or that provide additional services and products to your company.
And how to get quality backlinks?
3.1 – Evaluate brand mentions
Earn authority for the content it produces and receive redirects the reference that is on the web in its segment. Pan domains mentioning your brand but that does not indicate any link to your site. This is a great strategy to gain quality links and be better assessed by Google. There are several SEO tools , free or paid, that can help you in this direction, such as Majestic SEO , Ahrefs and Moz .
3.2 – Make Co-Marketing
Take the opportunity and use this strategy to get quality links to your page. More than a joint action between companies, the Co-Marketing is a good way to get links to your segment.
3.3 – Eliminate Error 404
Discover pages not found within your site, the famous 404, and point links to existing pages, thus improving the visitor experience while browsing.
Both for direct search as in a shopping journey, to produce relevant content for your target audience, ensuring a good user experience on your site and earn quality directions is the least you can do to gain positions on Google and do present on the network.
The greater your web presence, the greater its power to make the vending machine spin. Using organic traffic to your advantage and go beyond the known techniques of SEO, seeking more than the ranking by the ranking, it is essential to get the results you expect.
And do not forget: to know your potential customer, what he’s really looking for, what their real interests, their spending habits and their pain will only make you approach the percentage of sales you want.
To learn more about it, download our free eBook “The Complete Guide to SEO” and find out how to turn Google into a traffic machine for your business.
So what do you think to share with us the results that your company has already achieved through the joint work involving content and SEO marketing?
Leave your comment for us!