Any online promotion campaign aims to attract as many targeted visitors to a site as possible.
Is it enough to have visitors on the site? Simply recording visits is not the ultimate goal of a website optimization strategy. Keeping visitors on the site and generating conversions is the final target of a promotion campaign.
How can we reduce the bounce rate of a site? Through SEO services of broadcasting quality content that will satisfy an immediate or future need of our visitors.
Basic rules for a good SEO strategy
- Publishing unique content (text accompanied by explanatory images, call2action) = Zero duplicate content published
- Personalization of the values entered in the dedicated fields (title and meta description)
- Development of internal linking (with relevant anchor texts)
- Earning quality backlinks (from quality sites that have web notoriety)
- Earning editorial backlinks (from press releases, advertising articles)
- Gaining social signals (links via social media: Facebook, Google+, Twitter)
- Gaining reviews, positive comments that contribute to the development of branding (creating an extraordinary experience for visitors)
Aspects that differentiate a successful SEO strategy from an unprofitable one
The basis of any SEO action is the content. Planning, writing (executing) and promoting relevant content are essential actions that lead to successful online registration.
1. In an SEO strategy, the content must be the priority, not the key phrases
In the SEO promotion of a site, the tendency is to exaggerate with SEO techniques. We don’t have to focus strictly on on-page optimization by forcefully using the key expressions of interest for our field of activity. The SEO quality of a page is given by the persuasive content, which meets a visitor’s need and incites him to action, influences him in making a decision (purchase, creating an account, registering in a database or web community).
In order to record an optimal conversion rate, the published content must be attractive, generate awareness, be automatically promoted by those who read it. Thus, the authority of the site increases and the ranking of a site in the search engine results improves. The content of the site must be, first of all, oriented towards the Internet user. The technique of forced use of key phrases in the content of a website or in any other editorial material (article, press release) must be abandoned. If the content does not satisfy the internet user’s need for information, then its publication has no point, being a total waste of resources (time, money, etc.).
2. The goal of any content must be conversion, not ranking the site in Google
There are sites that do not register conversions, although they benefit from a top ranking in Google. Visibility in the first results is not the main factor that generates the registration of conversions.
A page ranked in the first Google results will register visits, will attract the attention of internet users, but if the published content is not call2action, the advantage offered by an optimal visibility is equal to zero.
What do we have to do to increase the conversion chances of a landing page?
- Achieving visibility in TOP 10, TOP 5 Google
- Attracting the visitor’s attention through the value of the title (information / key phrases relevant to the search)
- A description value that makes him want to visit the site to get more information
- Relevant content for maintaining attention and influencing decision-making
3. The use of keywords as much as is necessary to inform the internet user and the search engine
- We must use key phrases on the site as much as we allow search engines to identify them, to signal the relevance of the content published in accordance with them.
- Page Title must contain your main keywords. Always the most important word should be used first in writing the title. The title must be unique and not exceed 65 characters;
- URL – must be SEO friendly, contain key phrases (variations, synonyms, singular or plural forms are also allowed);
- The structuring attribute H1 – can be represented by the value of the title, but by excluding branding elements. Most of the time it coincides with the name of the (sub)category;
- ALT attribute for images – the value entered in this field must contain key phrases relevant to the image;
- The density of the key phrase in the content is no longer so important. The maximum use of a key phrase twice in the content should be sufficient for correct optimization.
4. Attention to the quality of netlinking (internal and external)
Netlinking does not affect SEO in a negative way (does not damage visibility) as long as it is not spammed. The solution is moderation. The backlinks must be of quality and not excessive for a single page (more than 100 links attributed to the same page, with the same anchor = spam). Very good quality backlinks can be obtained from editorial materials published in valid web sources with web notoriety.
Online, there are no absolute rules. But the quality of the content and the correctness towards the internet user and the search engine can make the difference between 2 sites targeting the same audience.