Using SEO to Drive Web Traffic

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Posted by luke on

SEO (or Search Engine Optimization) has become an elusive term in marketing. We all know that it is important; everyone wants to know how to do it, yet it still seems to be a mystery to plenty of people. It is in a sense ‘free’ marketing, and probably the most important aspect to advertising in the digital sphere.

However, SEO doesn’t have to be a mystery. SEO is surprisingly easier than you would imagine, and with SEO being so crucial today, we want to give you three tips on how to maximise your SEO to drive web traffic.

Here are our SEO tips!1. Long tail Approach.

What is the Longtail approach? Well if we look at a graph that measures the length of a phrase next to the number of searches it receives, we see the following:

The ‘head’ of the phrase is something simple like “SEO.” This phrase is not very long (only three letters) and is searched very frequently. The ‘tail’ of the phrase is something like “agency in Perth.” This phrase is not searched as often, but is a lot longer in length.

Now, if you were a customer and you were after a Perth SEO agency, you wouldn’t just search “SEO.” Chances are if you did that, you would not find what we were looking for. There would be thousands of “SEO” search results that would appear before anything about a Perth SEO agency would pop up. For the same token, if we just searched “agency in Perth” it would be unlikely that we would find anything specifically about SEO, so we need both to get what we are looking for.

So to make the most out of this technique, you first need to find out what your target audience would be searching for. Not just what keywords (which is important!) but also what entire phrases they would be searching for. People rarely search keywords by themselves; they search an entire phrase if they are looking for something specific.

Once you have found out what these phrases are, try to weave them into the copy of your website. This will enable your site to be more easily found by customers.

2. Have a Concise URL

This is a simple tip but is just another one of those things that you can do to help improve your SEO ranking. There has been much debate on whether altering your URLs to include exact match keywords or clean keywords will affect your SEO rankings.

To make this a little clear, let’s explain the differences between these two by using an example of a site that is selling big inflatable banana hats of all sizes. Specifically, extra-large hat.

(It could happen…)

An exact match would be:

www.madeupsite.com/products/big-inflatable-banana-hats-extra-large/

A clean match would be:

www.madeupsite.com/products/inflatable-banana-hats

In both cases, using keywords in the URL makes it easier for Google to find your content when searched. The real question is which one is preferable. We suggest that you use the clean URLs. Our reasoning for this is that if you include too many keywords in your URLs, it can trip spam filters. Google will think that you are creating spam and you will get knocked down the results pages. Try to keep it to 3-4 keywords max.

Although our first tip suggested including entire keyword phrases, a different approach has been proven to be more effective when it comes to URLs.

In addition to this, you should make sure that your URLs are named in a descriptive way. If we take a step back on the banana hats example and imagine that the original name for the URL was:

www.madeupsite.com/products/product2416

it would not be as effective as:

www.madeupsite.com/products/inflatable-banana-hats

These changes are simple and will help your rankings.

3. Don’t Bury Content, Go Flat instead.

Generally speaking, there are two kinds of site architectures that you can have. There is ’deep’ site architecture and then there is ‘flat’ site architecture. Deep site architecture has a long flow of pages linked to one another. A typical deep site link would look like this:

www.madeupsite.com/products/kids/boys/hats/inflatable-banana-hats

In order to get to the final link, we have to click through five pages.

A flat site link would look like this:

www.madeupsite.com/products/inflatable-banana-hats

There are some benefits to a deep site architecture that we aren’t going to go into in this blog, but it has to do with the services that a business is offering and the goals of the site. However, in terms of SEO, it is widely accepted that the flat site architecture is the best way to go.

This is because it makes it much easier for users and search engine bots to search through your site and find the relevant material. Flat site architecture will boost your ranking in searches and is a very important part of SEO.

SEO is becoming more and more important in today’s online sphere, which is why getting a handle on it is crucial to the success of your business. But don’t just take our word for it, if you want to see how to improve SEO, employ some of these tips yourself and see what kind of results you get.

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