Assuming that you have done your SEO training and applied all the good SEO techniques – found the right keyword, written a good article and got some good backlinks – what do you do then? Well, you could sit back and wait for the visitors and sales to roll in. The problem is that you might have to wait quite a long time, and possibly nothing might happen at all.
There are 4 main reasons why this might happen:
- the search engines have not found your web page
- your keyword is not as good as you think it is
- your web page content is not sufficiently focused or interesting
- your backlinks are not relevant
So you might need to improve your on-page SEO. One of our favourite tools for analysing and improving our web pages is the free version of Traffic Travis. Yes, it really is free for as long as you want but, once you start developing multiple sites (which you will), you will probably want to buy the bigger and better Professional version. The Standard (free) version is perfectly good for newbies, though.
Clearly, it is important that the search engines find your web page as soon as possible. They do this by using robot electronic devices called spiders that constantly roam the internet looking for new pages and for changes to existing pages. Luckily these spiders tend to be very efficient, so usually find your page very soon after it has been uploaded (published) on the internet.
But good search engine optimisation techniques suggest that you should still tell them about any new page and, if your web design software does not already have one, it is easy to find a plug-in that will do it automatically for you. I use the WordPress Google XML Sitemaps plug-in, which does the job admirably.
Is Your Keyword Good Enough?
There is a difference between, for instance, ‘how to build a solar panel’ and ‘how to make a solar panel’, even though each phrase appears to say the same thing. Using the Google Keyword Tool, Traffic Travis and another favourite tool, Keyword Elite, it is possible to track down and refine the best keyword phrases for your particular sales pitch. These tools will often suggest keywords that you might not have thought of, and which might be much more productive.
Some keywords tend to be more competitive than others. Often single or double word phrases are too popular for you to stand much chance of gaining a good page rank. Go for the longer phrases which tend to be less competitive. They might also tend to be searched less often but, if you have got a good page rank, you will be more likely to get those searchers.
After all, 5 percent of 5,000 searches is better than 0.5 percent of 20,000 searches. This is a numbers game.
Web Page Focus
Good SEO techniques stress the importance of keeping your content focused on what you need to achieve. You want to keep your visitor interested and in the right frame of mind to buy your product or click your affiliate link.
Most visitors will scan a page and decide within a few seconds whether to continue reading. Don’t ramble or get carried away with your own rhetoric. We recommend, for instance, saving a new page and re-reading it the next day with a fresh mind. It is surprising how many amendments and improvements you will want to make.
Always remember what it is you are trying to sell – an idea, a product, information – and keep your content entirely fixed on that aim. Only promote one thing on each page, to avoid confusing the reader. And always tell the reader what action to take – Click here, Go to, See.
This is good on-page SEO. If you want to know how to write copy that sells, I have found a great video course to help you.
The search engines will evaluate your backlinks for suitability before they decide page rank. Clearly, a backlink from an acne cure site to your solar panel site is not really much good.
You will prevent this happening by writing blogs or articles for publication that are properly focused on your chosen keywords. Make this a big part of your SEO training.
Test, Analyse and Test Again
Nobody gets a new page entirely right first time. It might work, but it can always work better. How do you improve your on-page SEO?
Firstly, keep track of each keyword’s performance. Traffic Travis has a very good way of doing this, and you will be able to see exactly how each keyword moves up or down the search engines’ rankings. TT also has a backlinks checker, so you can monitor these, either for an entire website or for individual pages. It is a very useful tool, one which I use on a daily basis – search engine optimisation techniques in action!
You will be able to decide if a keyword is working, whether to substitute another and which ones to delete. Remember to keep track of your actions (I use an Excel spreadsheet specially designed for this) but don’t worry too much about getting things exactly right.
In spite of what the gurus say, this is not an exact science. Often sales come out of the blue, and you are left wondering how they came about!
Some people are happy to leave a website alone once it is working properly. I think it is better to monitor and test on a fairly constant basis so that, if possible, every single visitor leads to a sale.
Learn those good SEO techniques and you will see the sales grow day by day, I promise!