Even local businesses with limited budgets can, and do, turn their website into a highly valuable asset.
Twenty years ago if someone needed a dentist, plumber or solicitor, they would flick through Yellow Pages.
Now everyone turns to the internet to search out someone who can provide the ideal solution to their problems.
The higher your site appears on the first search results page, the more people will check out your services or products by visiting your website.
These website visitors have already made a decision that they need a service or product that you offer.
This makes them a much higher-quality lead than any other form of advertising (apart from a trusted referral source).
If you’re looking to increase your customer base – keep reading and discover how to get low cost attention for your business offering.
Which is Best Marketing Strategy for You?
I’m often asked which marketing strategy provides the best ROI.
The answer is that it depends on just two things:
- How competitive the market is
- How well your site converts visitors to paying customers
Until your site has been optimised for conversions you’re likely to get your fingers burnt using paid ads.
My approach is to perform and in-depth analysis of your site, and your competitors site. Then I can recommend the most cost effective marketing strategy to implement.
But keep in mind, it’s no good thinking you can just pay to get visitors to your site through ads and expect to turn a profit. You need to optimise your site first, otherwise you’ll be wasting your marketing budget.
Here’s how I go about generating more customers for your business.
Getting to Know Your Business
You have valuable insights about your business, customer base and services or products that I need to tap into.
Once I have a clear understanding of your expectations, I will map out exactly what is the best approach for your particular needs.
Technical audits find the issues that are preventing your site from ranking higher.
Typical technical issues are those that:
- Impact the loading speed of your pages
- Make it difficult for search engines to find the content on your site
- Make it difficult for your visitors to find your content
Learn more about my Audit Services
Once the technical issues are fixed, your site will be ready for the next step.
Optimising Content For Higher Rankings
Google wants to show the best 10 organic pages for the search term people enter.
So, if you’re a plumber and you repair boilers in and around the Halifax area – you need a better “boiler repair” page than all the other plumbing websites in your vicinity.
Not only that but you need every page on your site to be better than the equivalent pages on your local competitors sites.
If all your pages are engaging, valuable and relevant to the search query, Google will start to trust your site as a valuable resource and your rankings will soar.
Optimising content is often the most cost effective way to gain a significant advantage over your competitors.
That’s why my next process is vital. It ensures you only produce content that’s going to increase your leads and sales.
Keyword Research The Right Way
Keyword research is the process of finding the search terms people, who want what you offer, are submitting to a search engine.
The tricky bit involves analysing the content on your site and the content on your main competitors sites.
The reason behind analysing your competitors sites is to discover both the strengths and weakness in their content.
Any weaknesses (and there are always some), are there for you to take advantage of.
What we are looking for is the profitable keywords that will attract targeted visitors to your site.
Profitable keywords are the ones that will increase sales but are relatively easy to rank for.
Additionally we are also looking to avoid the keywords that are going to be too difficult to rank for.
The idea is not to dismiss the difficult keywords altogether, but the early focus is to target the easiest keywords first. We leave the difficult keywords until your site has the necessary authority to challenge for the top spots.
Once the analysis is complete, we have the insights needed to create a winning content strategy.
Low Maintenance Social Media Marketing
If you want to rank well in Google, you have to provide Google with as much evidence as possible that you are a legitimate business.
One of the best ways to do this is through Social Media.
The reason is that the biggest social media sites like Facebook, LinkedIn, Twitter and Google+ (G+) require you to supply verified details about you and your business.
Social media is also useful for connecting your target audience with the content on your website.
You don’t need to create a great deal of new content specifically for your social media sites. You can just re-purpose the content you already have on your website.
It doesn’t take long to change a good quality web page into an effective Facebook or Google+ post. It only takes a couple of minutes to Tweet a link back to that page.
Safe and Effective Backlink Acquisition Strategy
Google’s increasing ability to find, ignore and possibly penalise paid backlinks has made most backlink services extremely risky and usually a total waste of money.
These days the only safe backlinks are “earned backlinks”.
So what are earned backlinks?
- Those you earn by creating “linkable assets” on your own site.
- Those you earn by creating great content on someone else’s site in the form of guest posts.
My backlink acquisition process always stays well within Google’s limits of what is acceptable in terms of backlinks.
Reporting on Progress
Every month I’ll deliver a full report that shows the key metrics I use to measure the success of your SEO campaign.
You will also be provided with access to your own personal dashboard so you can track process at any time.
You can expect to see a significant increase in the number of site visitors and leads after about three months.