You’ve worked hard to get your website ranked well with your most relevant keywords, and you've started to see traffic from organic search results. All your hard work to increase your search engine optimization (SEO) has finally paid off.
Then, abruptly, the organic traffic starts to level off.
You’ve hit the nasty little secret no one has told you about: The SEO Plateau.
Every business that markets online will eventually hit it. To get yourself over it, though, your SEO strategy has to evolve continually. We believe that you can do this by focusing on three parts: Content, Audience, and Analytics.
Personalize and pinpoint.
One of the best ways to increase the quality of content is to personalize it for each customer group. The easiest way to do this is through the creation of avatars - or buyer personas - for every customer “type” in your target audience. An avatar represents the personality and demographics of one of your customer “types.” Generating content with a “person” in mind allows you to focus on the needs and wants of just that “person.” Each group will feel like you are creating content just for them, making them feel like you understand their needs and appreciate from where they are coming. Appreciation equals sales and also customer loyalty.
For more information on avatars, check out our blog on Using Avatars to Hone Your Content Management Campaigns.
Change it up.
Once you are developing content for each customer, it's time to change up the way you deliver it. If your SEO strategy has been centered on just one type of content, then aim at getting a second type of content ranked with your most important keywords. If you have always been a fan of blogging, try producing some video content or maybe a slideshow heavy with images. If you have always composed videos, then write a technical document to support customers who learn better by reading. Your audience, even when broken down into individual avatars, is still comprised of clients who have different learning styles (i.e., visual, verbal, aural, logical, and physical). Even with the same keyword, producing multiple content types will help you reach more of your audience.
Survey the SERPs.
One last consideration when reviewing your content is how it looks on the search engine results pages (SERPs). Even on the first page of Google, your content may not be standing out from everyone else’s. Does it look inviting? Does it look informative or like it’s coming from a trusted source? By improving meta titles and descriptions, you can ensure that your content looks just as good on the SERP as it does on your website. Also, if your content doesn’t “look” inviting, it will hurt your organic traffic and your actual search engine ranking. Punch in one of your keywords and then objectively ask yourself, “Whose link would I click on first?”
Content is still king when it comes to beating the SEO Plateau. Stay tuned for Beating the SEO Plateau, Part 2 where we will discuss how to increase your audience.
Conveyance Marketing Group is a marketing and web development company with a passion for delivering strategic, sustainable and affordable marketing and web solutions to start-ups and small businesses. Our service offerings include video, Search Engine Optimization (SEO), inbound marketing, graphic design, logo design, advertising and web design. Our creativity is limitless, let us help accelerate the growth of your company! Contact us today for more information on how we can help you.
Conveyance Marketing Group is a team of bright, innovative and talented veteran marketers dedicated to big ideas, fresh insights and measurable results. We pride ourselves on taking challenging marketing issues and turning them into opportunities for our clients, on pointing brands in the right direction, and on getting our customers noticed both online and off. From branding to websites to digital marketing, and public relations, we handle all your marketing communication needs! Web Design and Development | Brand Strategy | Inbound Marketing | Social Media | SEO | PR