Sometimes even small changes can make a big difference in getting traffic through the SERPS.
1: Your content doesn’t connect with visitors
Buyers want to be heard, understood and helped. Most of all, they need to feel they can trust the content on your website or they will leave.
If your content is nothing but, “We are the BEST! Buy from US!” Then why would anyone trust it?
If the end goal of your site is to make sales, start by writing about these topics in an informative, helpful, non-salesly manner:
Pricing and comparisons – be the source that gives them the prices and specs on not only your product, but your competitors, too, and you might just keep them from leaving your site to make their decision.
Their problems – your product is the solution to their problem, right? Let them know that their unusually high-water bill can be solved with your free plumbing and leak detection inspection.
Your problems – your product is not a one-size fits all. Let them know this and you’ll build instant trust. For example, if you install wooden fencing, let them know when wood is not the best solution and chain link is better.
‘Best of’ lists – write articles that show the best of products in your category, the best services, the best whatever is relevant. When people are ready to buy they often search for, “Best plumbers in Cincinnati”. If you can get them on your site, you have a good chance of making the sale. You can also write about the best practices, best new methods, best examples, etc.
Reviews and case studies – before people make a purchase, they want to know that others have had success with your solution. Give them the reviews and case studies that ease their worries and build trust.
2: Your content isn’t targeting the right keywords
Search engines need to know what questions you are trying to answer with your content.
Start with keyword research and identify the keywords that will drive actual results for your business and not just general traffic. Find out how prospects talk about your product or service, and then create content that uses the keywords naturally.
For example, your customers might be searching for, “Best chiropractor Tampa Florida”. You might write an article titled, “The 5 Best Chiropractors in Tampa, Florida.”
3: Your site speed is too slooooow
Typical mobile sites take 5 or 6 seconds to load. But typical mobile users will only wait 3 seconds.
Houston, we have a problem with these numbers.
Google looks at your engagement numbers. And if people aren’t sticking around long enough for your site to load, those bounces are going to hurt your rankings.
4: You don’t publish often enough
For best results, publish at least 2 or 3 new pieces of content each week. This will please both the search engines and your prospects.
Have you ever visited a site that hasn’t published anything new in six months? Did you wonder if they were still in business or able to take care of your needs?
Publish keyword targeted, relevant content on a regular basis.
5: You’re not optimizing older posts
If you’ve got content that you published years ago that isn’t ranking, it’s time to update that content.
Find the articles with high bounce rates as well as the ones ranking on page 2 or 3 of Google. Also look for articles that receive a significant number of impressions in search engines but not a lot of clicks through to your site.
Update those articles by removing anything that is out of date and adding anything that is new and relevant. Make sure each article is targeted to a specific keyword and formatted in an easy to read style.
Update the title and meta description to better align with what searchers are looking for. Don’t change the publish date unless you update a significant portion of the content.
Remember that any content that is outdated, inaccurate or missing information needs to be updated as soon as possible.