| Published Tue May 24 2016
Every so often you read about how better equipment has meant submarines can plunge further into the oceans’ depths and a new deep-sea creature has been discovered as a result. The research teams weren’t looking for it; they didn’t even know the creature was there until the technology allowed them to find it.
For people using search engines, your company can be like that sea creature.
Now, come on, you might say, when people pump our name into Google, we come up first! We’re not some hidden creature!
It’s great that your SEO work has led to your name coming up first in a Google search. And it’s great, also, that people are coming to your membership site from social media and your other sites. These are important starting points.
But they are not the deeper dive.
Let’s get back to that deep-sea creature: because the submarine had the technology, it could make the deeper dive and find that new little wonder of the ocean.
You need to make sure your SEO is as well equipped as that sub. Then, even if people are only looking for things related to you, they will still find you.
Here’s a step-by-step guide for how to do it:
1. Target terms
Build a list of search terms that you’d like to see your ranking improve on. Then you can put it into your content plans and paid digital marketing strategies.
Obviously, it’s pointless to pick terms that have nothing to do with your organisation. And that’s where Google Keyword Planner (GKP) is helpful. You can see how valuable your search terms are from an SEO perspective. It also lets you see how many people, swimming around in the internet’s deep oceans, are searching for those topics. And this tells you how many searches per month are happening in your target locations on each of the search terms.
GKP also suggests terms you should target. You can then see what the paid competition is for each of them. Search for the term in Google, see who turns up, and assess your competition. That helps you discard search terms no one is using – and find ones you didn’t think about.
Once you have your list of search terms to target then you can run some experiments. There are paid and free ways of doing that. We’re concentrating today on the free strategies.
2. Set your content plans
Select a search term and target some content to it. You need to make sure the search terms are part of your page heading and are in the article. If you’re using any SEO plugins, pop them in there too.
3. Blogger outreach
Google likes it when others link back to you. It improves your page and domain authority. By offering interviews and content to other sites you can increase the flow back to your membership site.
4. Don’t ignore Wikipedia
Just as you need to work with other content creators (such as bloggers), Wikipedia is a good way of linking back and improving page authority scores.
Are there articles on Wikipedia you could add value to by editing, or could you cite articles that are on your site? Also, don’t forget to ensure your Wikipedia article reflects your organisation.
5. UTM links
These are a great way to track how users are reaching your site.
Add campaign parameters to your URLs and you can identify the campaigns that send traffic to your site. When a user clicks a referral link, these parameters are sent to Google Analytics and you get reports that show each campaign’s effectiveness.
For example, you could use campaign parameters to find out if more users arrive at your payment page from a newsletter ad, a search ad or an ad on another site. You could also use campaign parameters to find out how many users come to your site from a link included in a monthly email newsletter.
After this, revisit and see how your terms are performing.
Now your SEO is better optimised and not just the divers who knew you were there are going to find you. All those in their scuba gear, swimming around and looking for things like you, they’re going to find you too . . . And let’s face it, you’re not a sea creature: you’re a hidden treasure they’ve been missing out on for too long!