You likely understand the premise that basic SEO will increase your web visibility along with understanding the needs of your potential customers. It significantly betters the chances that the many people who are looking for your business (and there likely are plenty of them) will actually find you.
So you have the basics down, and now you feel like it's time to up your game and really get serious about your SEO. You want to be highly ranked on Google, but you are battling short attention spans and heavy competition. High-quality search engine optimization is the answer, and the following six advanced SEO techniques should help you get a lot closer to increased visitors, search traffic, and conversion rates.
Before we begin, however, keep in mind that quality SEO is an evolving and changing requirement, there is no set-and-forget here. You need to stay on top of things and tweak accordingly if you want the top spot. It's a lot of work, but the increased traffic and business are well worth it.
Perform an audit of your site structure
The examination of the areas on your website that are underperforming is a good, regular habit to get into. This can help you in the SEO if you find that your site is not getting enough search traffic.
Assessing your site’s performance can be performed with the help of other websites that will analyze your pages and give you a score for overall SEO, speed, errors, warnings, load time, and page size amongst other metrics.
These tests may flag common issues such as problems with heading tags, meta descriptions and other essential SEO elements that you are otherwise assuming are all good when in fact they are hurting your rankings and limiting your traffic.
Google has certain expectations for your standard-compliant HTML so ensuring it is all up to code is vital, an audit will help you to check and keep an eye on all of this quickly. It is also important to note that these fixes create a much better experience for your potential customers by making your content easier to understand.
Utilize optimized landing pages
High-quality landing pages do not get enough respect or attention in the B2B world even though they offer significant benefits. How many do you have? Whatever the answer is, you probably need more. Well optimized landing pages can improve search traffic, sales, and lead generation.
Most B2B companies send potential customers to their homepage, which is a little too impersonal and open-ended. No doubt your homepage looks excellent and contains a lot of relevant information, but landings pages are better relationship builders.
Landing pages have been known to generate more income than any other page on a website because they focus on a value proposition without any other fluff (or at least they should). The best things to consider to optimize your landing pages properly are:
- Focus on a long-tail keyword for the page
- Add keywords, title tags, and a meta tag description
- Ensure the keywords are used naturally
- Aim for copy with a word count over 2000 words
- Above all, make sure the page is useful to the visitor
- Include a compelling call-to-action
- Include a headline, secondary headline, and bullet points
Quality landing pages engage the audience and should be continually tweaked and improved. Great design and well-written copy is also vital and should be unique while offering readers a valuable experience.
Pro tip: Include a lot of links in your landing pages to help with rankings.
Incorporate latent semantic indexing
Latent semantic indexing or LSI is an indexing and retrieval technique that identifies patterns in specific parts of your text. For example, it will find synonyms of keywords which can help your website rank higher as Google better understands your content.
A handy element of an LSI keyword is that it's not considered as keyword stuffing!
If you do plan to use LSI keywords, always use words that are synonymous for a specific keyword and try not to use too many, they still need to be natural within your copy. The LSI keywords should also refrain from being more important than your main keyword, they should exist for additional meaning to help further explain your content to Google.
The basic premise is that the easier Google thinks your content is to understand, the easier it thinks it will be to understand for the reader. This means a higher ranking for you!
Do some deep linking
When you create anchor text that links to other pages in your site, this is called deep linking, and it's a good thing to do. Ranking your internal pages tells Google that your site has worth and depth. This means all of your pages, even old blogs, are ranking assets, so don't forget about them! Interlinking to all of your pages, it has two benefits as it improves the SEO for old pages while helping both old and new to rank.
Before you get excited about this, however, you should examine the inbound links on your homepage. Too many inbound links on your homepage can lead to a high bounce rate. Deep linking can actually help with this while improving page authority for all of your internal pages.
Google like to keep everything relevant, so the publish date of your content is working against you somewhat. Traffic, however, trumps age, so linking to old content and sending more visitors its way revives it in the eyes of Google, it thinks "well this is old, but still being accessed a fair bit, so it must be relevant.
Internal pages are indexable, and deep linking helps search engine crawlers find and index them which means you can ping high authority service directories. Just keep in mind that when you link to internal pages use a keyword or LSI.
Revisit the archives
If you have been stacking up the blogs, recycle them! The content may still be generating organic traffic, and you can utilize this authority for higher search rankings.
Look through your archive pages and choose the ones that are performing the best and give them a little refresh. They may contain some out of date content or need to mention new trends. You can use the 'Behaviour' tab in Google Analytics to find the best-performing pages from the last six months.
Be sure to include the following points in your blog overhaul:
- A shareable headline that is enticing
- Include relevant facts and statistics
- Include any latest trends or developments pertinent to the topic to ensure you are not offering out-of-date information
If you do repurpose an old blog, it is good to make a note at the beginning letting people know when the blog was last updated, or even just that you are regularly updating it. If it is relevant to them, they may continue to check back, establishing you as an authority on the subject.
Keep your social media platforms active
While there is some debate about the actual impact of social media on rankings, there is no doubt that the channels can increase traffic and online presence which will affect rankings.
By generating more traffic and chatter about your business or brand online via your following, it counts as being active on an authoritative platform. Interestingly enough, an authoritative platform is any site that has millions of users, but social media channels like Facebook are not counted; instead, sites like Quora or SlideShare make the grade.
That being said, being active on social media sites like Facebook can lead to more traffic, or shareable content via authoritative platforms, so your time is not wasted.
The best way to approach this is to pick a trending topic that relates to your products or services and share content that is relevant. All of this helps to attract and grow an audience which in turn boosts rankings.
Always advance your SEO skills
The fact that you are reading this article and considering upping your SEO abilities is a significant first step. Your content is a powerful marketing tool that can be leveraged to boost sales, lead generation, and conversion rates. Producing quality content on a regular basis is very tricky, and if you are putting the effort and time into doing this, you want it to count.
Learning these advanced SEO techniques, which are only some of the options available to you, is a worthwhile skill that you should regularly invest time in. When you begin to gain more traffic and raise the profile of your brand, you will be glad you gave SEO the extra mile.
Your next steps involve the implement ion of these advanced SEO techniques followed by the continued learning of other ways to up your SEO game. Just ensure that you monitor the metrics to discover what does and does not work so you can tweak your strategy as you go and that number one ranking spot will be yours in no time!