Every business website should have a primary goal. Until you decide what your website’s primary function is, it will be difficult for you to create proper content, site structure and SEO optimization.
Before you do any more work on your site, ask yourself: what is the one thing that I want this website to achieve above all others?
That may sound elementary, but a lot of website design begins without asking that question. This results in a website that tries to be too many things to too many people. Successful websites are created with a defined purpose in mind, and then the site’s content and SEO are structured to support that purpose.
Here are three possible website goals and ways that SEO can help you achieve them.
This one seems pretty natural. To generate leads, you want to be at the top of search results and ranked above your competitors.
Leads generation is not just about ranking at the top of searches; it’s about ranking at the top of the right searches.
Look at your paid search results to see what keywords are bringing in the most qualified leads. Start to build some content and optimize your site around these keywords so you can start to draw those same searchers in organically (read: for free).
Also, start paying attention to organic keyword rankings and clickthrough rates. Which keywords are getting clickthrough? This will show you the keywords and topics that your potential customers respond to. Use this information to start to building content around the keywords that bring in customers.
Believe it or not, I’ve had clients dismiss the need for SEO out of hand because they are “interested in thought leadership, not in leads.”
However, what they are missing is that becoming a thought leader depends on people seeing your content. That’s where SEO comes in.
Keyword research is necessary to make sure that your piece of content has a chance of winning a search battle and ensuring that some people find your content.
This requires you to know your website’s domain authority, make sure your piece of content is written around keywords that people are actually using and that your domain authority allows you to win in a search for that term.
If you want to become a thought leader, you need strong content; content that people share and talk about. However, before they can share and discuss your content, it has to be discoverable; it has to stand out in the crowd. SEO is all about awareness, and awareness is the first step in thought leadership.
When you own a local business, SEO is absolutely essential to getting new customers in the door.
What’s the first thing you do when you need a product or service? You do a Google search, and when it comes to search for a local good or service, like a barber or an electronics store, you want to be as close to the top of page 1 in the search results as possible.
Google tries to make local search as easy as possible by adding local results at the top of the page in the “Google pack,” which you can see in the image below.
Clarity of purpose is the first step in creating a successful website. If you don’t know exactly what you want people to do on your site, you will not get the results you want.
Once you have firmly established the purpose of your site, whatever that purpose is, SEO can work for you. Start making your website more effective and productive today.