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“Why isn’t my website getting more traffic?”
You’ve created content and posted about it—repeatedly—but with little or no success. What gives? If your content isn’t optimized for search engines, you’re going to have a hard time driving organic traffic to your site. Make sure your website is searchable, utilizing top strategies like keyword research.
Keywords are what potential readers are searching for when they type into Google. Your keywords are what your content would boil down to if you removed all the fluff. They provide the link between searches and your content.
Researching high volume, relevant keywords toward your content will help your website to rank higher. Platforms like SEMrush and Google AdWords help you search and test short and long-form keywords for volume and level of difficulty. It can take a few months to rank in keywords, especially ones that have high levels of difficulty—that is, words that are being used by thousands of sites AND have a high search volume.
Using long-tail keywords, which are keywords that are more descriptive, will help drive specific inquiries to your site. This works especially well for specialty brands and companies. Ranking in “coffee shop” might be difficult, but “coffee shops with almond milk” or “local coffee shop” will give you a competitive edge.
Linking externally and internally are some of Google’s top factors for ranking websites. Why does Google care so much about these?
By including links, or being linked to, Google views your information to be verified and credible. In their eyes, links show that your content is current and reliable. You’ve put the time into creating valuable content, and Google wants to reward you for that.
To get people to link to your site, publishing relevant information is key. This can include a plethora of content, but Moz and Search Engine Journal have found that these content formats regularly rank well with Google and will, in turn, drive people to your site.
Search engines want you to provide quality content and current materials. This shows that you are active, and people should check out your new information.
Longer content tends to do better in Google’s rankings, as the average Google first page result contains 1,890 words. If people want to find out information, they want to find a source that will give them everything they need. They don’t want to go through dozens of sources to find an answer, so why not give them all the information in one click?
Headlines and meta descriptions reuse your keywords to make your topics more visible to search engines and increase your reputability within that topic. Meta headings and descriptions appear everywhere from Google searches to Facebook post descriptions. By using keywords in headlines, search engines will rank your website higher.
Search engines don’t use meta descriptions for rankings, but they can be a deciding factor for whether people will click on your site. Think of it as a quick summary or teaser of what the reader will find out. Is it something you’d click on to read? Make it catchy and intriguing—something that readers think they must know more about. By getting people to click on your site, the page views will increase, in turn increasing domain authority and rankings.
Make sure to also optimize your image’s alt text. Computers can’t actually see images, but by telling them what the image is, they take the descriptions into consideration when ranking. When images don’t load, the alt text is what will appear it their place. Visually impaired users use alt text to understand what the image is as well, so the image should read like a caption, not an opportunity to keyword stuff.
Open Graph is similar to the meta description except it’s optimized for social media sharing. Social networks pull in the Open Graph tags to feature your headline, description and featured image as you want them. Otherwise, it is up to the website to automatically pull in this copy and imagery.
Users are looking for an easy and beneficial experience. If images are taking too long to load, they will move on. Obtrusive and unrelenting advertisements are also a pain for users. Think about your experiences on websites. If you have to click off of ads and pop-ups all the time, you’re likely to leave, driving up the bounce-rate of that site.
Same goes for mobile websites. Google has stated that more than 50% of searches come from mobile devices. If your site isn’t optimized for mobile viewing, you’ve just lost out on over half of the search market. People want to see what they need right away—pricing, location and directions—and if your site can’t deliver that, they will move on quickly.
Let Concentrek Group help with optimizing your website content! We manage websites and blogs for clients and complete the optimization strategies that drive viewers to your site.