You’ve completed initial site optimization and saw an increase in traffic and an improvement in rankings. Now what?
Many SEO specialists and website owners aren’t sure how to maintain a steady growth. But there are specific steps you can take to continue your website’s success. Read on for creative ways to increase your website’s visibility and get the most out of organic search engine rankings.
First Step First: Creating Your Map to Success
It sounds basic, but it’s often overlooked: to accurately measure your results, you need to accurately document the work you’ve done. Make sure you’re keeping track of specific keywords and pages that have been optimized.
A Keyword Mapping Report shows keywords and the pages within the website optimized for each of these keywords. This report also comes in handy to identify keywords that don’t work well on existing pages.
Use the report to determine if new pages are needed to obtain optimal search engine rankings. Website copy can be modified and new copy can be created to support the keywords of your SEO campaign. Remember, website copy is never final. Writing copy is an ongoing process; you can always modify the copy with new keyword phrases as your website continues to grow.
Using Your Analytic Data
Analytic data gives you insight on how visitors use your website. Most analytic programs, such as Google Analytics, tell you how your visitor found your website, what navigational path they used, which keywords they used on the major search engines, and which keywords, sources and pages resulted in a conversion or sale. This information is crucial to the success of your SEO campaign, as well as any other offline/online campaigns your company is running.
Identifying New Keywords
By comparing two months of data, you’ll be able to see any new keywords that are just starting to gain some traction or exposure. Review your SEO campaign and identify which of these new keyword phrases are not being used.
Once you identify these new phrases, review your website’s current rankings in the major search engines. Find out where your site ranks and which page is actually ranking for each specific keyword.
If the goal is to increase your rankings for a new keyword, review your website to see if any pages are relevant. Then, add the new keyword to the relevant pages, including the title, meta description, meta keywords, headings, sub-headings, body copy.
If your site doesn’t have any pages with quality information relevant to the new keyword phrase, you’ll need to create a new page. This new page should help visitors find information and products related to their search. And it provides you with additional opportunities for new rankings, based on these new keyword phrases. Be sure to keep your Keyword Mapping Report current and add any new keywords and pages. Include the date of the additions so they can be accurately tracked over time.
When you compare two months of data and view your top content, you’ll be able to see the increase or decrease in interest for each specific page within the website. If your pages are themed, you should be able to identify specific pages that are gaining traffic and exposure. It’s important to identify the causes behind these trends.
Compare the pages and keywords to the data in your Keyword Mapping Report. Based on the data, answer the following questions:
• Is this the page I targeted within the Keyword Mapping Report?
• Did the search engines feel another page was more relevant that the page I selected?
• Is the increase in traffic more significant to a specific page within the site than I anticipated?
Based on your answers, add or modify pages within your Keyword Mapping Report, make optimization changes to new pages the search engines identified as relevant, and begin thinking of adding new copy or web pages to the site based on the trends you identified.
Month to month data comparison is not only useful in determining the percentage of increase or decrease of traffic. You can also identify each specific keyword phrase used to visit your website. Like page trends, use this information to figure out which keywords used in your campaign increased website traffic and which did not.
For phrases that caused a decrease in traffic, identify if it’s due to a loss in search engine rankings, seasonal or other industry-related reason. If it’s due to a loss in search engine rankings, map out other pages within your website that may help support this keyword phrase. Create internal textual links from these related pages to the page optimized for the keyword phrase. Also, make sure the web page was properly optimized; the keyword phrase should be located throughout the website copy, your titles and meta tags, headings and text links.
One of the greatest rewards of reviewing analytic data is locating the keywords that caused a conversion within your website. You define a conversion, and it may be a newsletter signup, a form submission, a purchase, or a phone call (if you’re using a call tracking service). Knowing which keyword actually caused someone to take the action you defined as a conversion moves you one step closer to having a more successful website.
Identify the keywords that created a conversion and review your organic search engine rankings for these specific phrases. Again, see where your website ranks in search engine results for these phrases. Determine how you can improve the rankings for these specific phrases, which will ultimately improve your return on investment.
Making these types of modifications each month will keep your website’s traffic growing and exposure improving. You’ll see measurable results while staying connected to your website visitors’ needs.
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