If you’ve spent any amount of time wondering how to drive traffic to your page, you’ve already heard about pay-per-click and search engine optimization. But with the game stakes constantly changing, it can be a bit difficult determine what tactics to employ. Here are six important Austin PPC and SEO strategies to help increase the organic search ranking of your website.
Strategy #1: Spread Load Your PPC Investment Across Multiple Search Engines
One of the biggest stories leading into the beginning of 2015 was browser Firefox’s decision to utilize Yahoo as its default search engine. And Apple’s Siri system and many social media platforms have already turned to Bing as their engine of choice. What does this mean to website owners? With many people not opting to switch search engines on their devices past what is being recommended to them, this can severely limit PPC exposure. Simply put, putting all your eggs in the proverbial Google PPC basket isn’t such a wise idea.
Keeping all of this in mind, it is more critical than ever to spread load your PPC investment across multiple search engines. Figuring out the exact percentage of what to devote to Google, Bing, Yahoo, and others will probably take a bit of trial and error, but it is still important in order to maximize your return on investment and reach your desired results.
Strategy #2: Make Sure Your Website is Mobile Friendly
With many web users opting to use handheld devices over traditional computer browsing, it is incredibly important to make sure your website is mobile friendly. In fact, Google recently added a special icon to indicate whether or not a page is mobile friendly when showing search engine results. If your site isn’t up to par and doesn’t earn that nice little badge, it could be skipped over by someone who is using a smartphone or tablet device–in short, costing you traffic and sales. Having a strategy in place to ensure your website is mobile friendly is critical to keeping your organic search ranking high.
Strategy #3: Ensure Your Website Loads Quickly
As a society, we’ve become rather impatient about how long we wait for things. The last few seconds on the microwave… in line at the DMV… and how fast a website loads. Google has clued into this and now testing a bright red little badge that could indicate your website being slow to load. This gives users the option to skip over the search engine listing entirely in favor of one that is speedy.
The easiest tactic to employ in terms of speed is to make sure your website isn’t bogged down or your server isn’t regularly slow. Talking to your web designer or search engine optimization team is often a great way to determine if there are any ways to increase load time as a whole. Usually, they can narrow down whether a loading issue is browser related, site related, or something completely different.
Strategy #4: Post Engaging Content
Google has made it very clear that whether or not the content on a website is engaging has a great deal to do with its overall rank. By making sure you are posting content that is well-written, on-topic, and pertinent to the overall theme of your website, you can help bring in organic traffic.
Another reason to really pay attention to your content is that it greatly affects how your page is received by your target audience. Sites that continuously provide excellent information are much more likely to earn a repeat visit. They are also much more likely to have topics that go viral, which is really a goal of most website owners. Think about the articles and posts that you like to read and share. Are your current content offerings up to that level or could they use a bit of work? Make it a goal to treat every block of text on your engaging enough that you would want to share it with friends and colleagues.
Strategy #5: Target the Right Keywords vs All the Keywords
Being choosy isn’t necessarily a bad thing, especially when it comes to your Austin SEO and PPC campaigns. Targeting rich keywords isn’t enough anymore. You need to be willing to target the right words on a larger scale instead of trying to bring in traffic from tons of different keywords.
The key to this is deciding what you want to focus on. From there, you can weed out any competitors that may be too tough to rank against and narrow down your list. The final grouping that you have should be somewhat narrow and will help you draw in extremely target visitors who really care about your products and/or services.
Strategy #6: Study What Your Competitors Are Doing
One of the easiest ways to determine what is working in your particular website niche is to study what your competitors are doing. Check out their blogs, social media sites, and rankings to try to glean useful information. Each niche is incredibly different and this tactic can really help you form an overall marketing approach that works. (Or, in some cases, this will enable you to understand what fails miserably.)
BONUS Strategy: Work With a Team That Knows More Than You Do
Search engine optimization is a lot to keep up with, even for those who make it a part of their living. If you feel like you can’t come up with a strategy that really works for your business, hire outside help. There are many different companies who bring knowledge and experience to the table to help you really improve your ranking and bring in more traffic.
In conclusion, it is super important to remember that the search engine optimization field is constantly changing. What works today may not work tomorrow. As the climate of online marketing evolves, implementing various tactics in multiple areas is vital. Don’t just stick to one–try them all!
Landra J. is a search optimization expert who has helped hundreds of clients increase their paid and organic search results with several top engines.