Step 3 in the Series: How to Make a Website, 3 steps to a high performance website
This stage is all about attraction.
It is about driving the right people to your website, given that the conversion strategy is already in place.
Onsite Search Engine Optimisation
Your site needs to attract more relevant traffic. You can accomplish this by optimising your websites content and utilsing relevant, traffic-rich keywords.
Basic Search Engine Optimisation (SEO) onsite consists of finding the top keywords or terms that people are looking for and incorporating those in the website.
Most websites are going to be found by google and you have to make sure the content in the website is optimised for the keywords you are targeting.
Common SEO onsite practices include:
- Keyword research, find at least 10 keywords to target
- Optimise page titles
- Create meta descriptions
- Add titles and alternative text in images
- Optimise hyperlinks by giving them relevant Anchor text, which is the clickable text in a hyperlink
- Create a Google XML sitemap and submit it to Google Search Console
- Create a Robots.txt file to indicate which files and folders should be ignored by search engines
- Optimise your location in sites such as Google Local Business, TrueLocal, and Yelp profiles, amongst many others.
In step 2, you should have created client focused content. Now, at this stage you can start introducing content marketing which involves the creation and sharing of content in order to acquire and retain clients.
Having a blog in your website is one of the most popular ways of doing content marketing. But true content marketing is creating high value articles on and off your website to get exposure.
You should be creating free value content, giving away your processes and your ideas. In other words, you should be doing active thought leadership.
Content marketing can be presented in many different mediums, whether it is through blogs, videos, articles, podcast or infographics to name a few.
It is a waste of effort to pay for traffic at Google, Facebook or any other website that allows advertising if you website is not functional, reliable and client focused.
Offsite Search Engine Optimisation
Offsite SEO includes everything that happens on the Internet away from your business website that links back to your website.
Each link from an external website to your site acts like a vote for your website authority and Google interprets that as an indicator of good content. If a lot of sites want to link to your site, then you must have good content. The reputation of the websites linking to your website is also considered by Google and other search engines.
There are two brilliant ways to generate real backlinks from reputable sites. The first is to do regular press releases. Consider looking for press release websites in your country, which will share your press release with all major (and minor) news outlets.
Another way to create quality back links is to guest blog, which should be part of your Content Strategy, mentioned above in this article.
Social Media is one of the most popular channels to drive traffic to your website. Social engagement is driving the conversation with your potential client.
If you understand who your client is and why they spend time on different social networking sites (like Facebook and LinkedIn), you would find easier to be properly engaged in the social media space.
You may also consider hiring a professional to help you get to your target audience in social media to then drive them to your website to convert.
Finally, look for places (websites) that your clients spend time on. Look for publications, partners or any other kind of website that you can think of.
There are two different ways you can find traffic. One is creating your own audience with your own fan base and making your website the destination. The quality of your content strategy is the key to achieve this.
Alternatively, you can find people who already have an existing audience and partner with them to reach that audience.
You can double check that the first steps have been completed
- For step 1, please go to How to Start a Website and learn how to make your website “Functional and Reliable”.
- For step 2, please go to How to Create a Website and learn how to make your website “Client Focused”.