Whether you are a small business, or a Fortune 500 organization, nothing is quite as exciting as having a brand new modern website.
Your expectations are high, and you truly believe it is going to be a game-changer when it comes to hitting your growth goals. But in order to fully utilize your website as a powerful engine for generating leads and converting them into buyers, you need to have several strategies in place that send traffic to your site.
Using a multi-channel approach for driving traffic is ideal. The best digital marketing agencies offering growth stacks typically combine paid media, organic, email marketing, and other inbound tactics to send traffic to various landing pages.
This article will look specifically at four SEO strategies you can use that will help send organic traffic to your new website.
1. Make Buyer Persona Discovery Your Pathway for Strategy Development
If you form general opinions about who your buyers are, the content you write attempting to bring organic traffic likely to convert will be lackluster at best. Creating detailed buyer personas will help target the right customers with the right messaging.
A buyer persona is a fictionalized representation of your real customers. They tend to include gender, age, income level, job titles, family status, and much more information. You have more than one type of customer, even buyers from niche audiences, so be sure to create in-depth buyer personas targeting each one.
You should also map out what a typical buyer’s journey looks like for each persona. This is a three-step journey that nurtures buyers from a starting point where they aren’t sure what their problem is or how to resolve it, to a clear understanding of what that issue is and the best solution for resolving the crisis at hand.
When you understand what your buyer personas go through as they journey through the awareness, consideration and decision stages, you will have sharp insight in how to reach your customers with a strong SEO strategy supporting content they will value.
2. Setting Up an SEO-Friendly Web Environment
Let’s face it, not all web developers have an SEO IQ. From hard-coding multiple H1 tags on the homepage, to creating pointless URL structures, they rarely take SEO into account when developing a website because search optimization tends to be all Greek to them.
Start by pulling all URLs, page titles, head tags, image ALTs and meta descriptions from your top pages (your homepage and pages located in the navigation). There are a number of tools that will automatically pull this information and drop it into an excel sheet.
Determine what kind of buyers you want to attract to each page, what those keywords are, and rewrite all titles, tags and meta to reflect a SEO-friendly environment.
Your strategy for a solid SEO-friendly web environment should include implementing schema. This is a task best performed by a team of agency experts. However, if you have a WordPress site, there are a number of schema plugins that make adding rich snippets a breeze. Just make sure you choose a plugin that allows you to add reviews, NAP, industry, and products / services information.
Google crawls your titles, tags URLs, and schema markup. When you optimize these elements to help the search engine understand what your content is about, it will also help your human audience better find you, but more specifically find the kind of information they are looking for.
3. A Thoughtful Blog Strategy Fuels SEO
The right blog strategy can significantly increase SEO. You just have to make sure you create a strategy rooted in how your ideal customers engage your brand and industry, as opposed to writing pointless content to the moon full of scattered keywords. Once you’ve nailed down your buyer persona, you will need to create a blog strategy that both empowers SEO and intrigues your readers.
Using the topic cluster strategy for blogging is an ideal way to gain SEO fuel for a new website, while attracting readers that will convert into leads. This is when you create a set number of blogs using unique topics directed to each buyer persona, while hitting on various stages of the buyer’s journey.
These topics should reflect each persona’s needs, pains, and frequently asked questions. You will then want to link each blog to a pillar page–a primary service or product page generally located within your website’s top navigation.
This strategy empowers SEO because it organically ranks blog pages with semantic considerations, then funnels the search juice to the primary page. When you have 10 or 20 optimized blogs sending search juice to a single top page, you will see a huge boost in the SERPs in no time.
4. Start Feeding Your New Website Powerful Backlinks
Creating a healthy backlink portfolio is vital to SEO for any website, but when the site is brand-spanking new, creating one is even more crucial to getting a solid jumpstart. A backlink is a link existing within content from a referring domain pointing back to a blog on your website, or a webpage.
As important as good backlinks are, unhealthy ones can harm your SEO efforts. When creating backlinks, be sure to follow these guidelines:
• Only link from domains with subject matter related to your own
• Make sure the referring domain itself has a healthy backlink portfolio
• Look for domains with high authority and trust scores
• Strive for “follow” links, though a few “nofollow” are fine because it gives Google the impression you are not paying for links
• Make sure you have control of the anchor text
• Avoid anchor texts and off-site content that is self-promotional
• Create off-site content that reads naturally
• Write about subjects your audience cares about, and that the referring domain’s readers value
You will also want to segment your referring domains to match the pain points shared by your buyer personas.
For example, if you own a franchise of dog training schools, you will want to form guest blogging relationships with various domains whose content revolves around the multiple and various needs shared by your customers.
In other words, one referring domain can focus on training dogs to protect the family home, while others focus on housebreaking and performing tricks.
Once you start feeding your website with backlinks to a relative and diverse set of healthy domains, your SEO to power up and jumpstart your new website.