Growth Strategies: Optimizing your website

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Analyze your website data

When you connect your website to Google Analytics or another service, you can track and collect data that can be analyzed to make better decisions.

Defining and tracking these things for each content program, channels, property or campaign is important. These metrics matter to your bottom line, period.

Look for specific patterns.

For example, if you notice that few people visit your site and fail to click on your call to action (CTA), you might not have a problem. But if you notice that a large percent of visitors ignore your CTA, it is time to make adjustments.

User behavior reports show you how people behave once they land on your site

GSC data tracks key metrics, such as number of sessions, number of unique sessions, bounce rate, and more.

Referral sources tell you a lot about your audience. They let you know how people are finding your site. Look for pages that get more traffic and more conversions than others and replicate the process across your site.

The investment isn’t in content. It’s in the result of the content

Research Keywords for SEO

 Tools: Ubersuggest | Semrush (starts at $120/month)

Start with a general keyword related to your business and use the tool to find long-tail keywords to attract a more specific audience and their intent (what they hope to find out about the topic). Ubersuggest, for example, will provide you with a list of keywords that you can filter in several ways. Repeat this many times and create content for your site using these terms. Another great tool for coming up with content ideas is Buzzsumo. Using Buzzsumo, you can enter a keyword phrase and pull up a list of articles that got shared heavily on social media.

Using these keywords can also help your website’s SEO to bring organic, non-paid traffic to your site. On-page SEO includes all of the content on the pages of your site including headlines, sub-headlines, URL slugs, and meta tags, meta descriptions, and alt text. Meta descriptions are the summarized snippets that appear below the title tag in search engine results and alt text is used to describe images in your website.

The goal of an SEO strategy isn’t just to attract traffic, it’s to attract qualified traffic. So keep in mind that Off-page SEO increases visibility vs On-page SEO which improves traffic quality.

A tool like Semrush also provides additional features. Here is a summary:

SEO
Find and fix SEO issues, Track your daily ranks for any keyword, Get actionable on-page SEO tips, Clean up your backlink profile, Improve your Local SEO, Overview your SEO performance.

Content Marketing
Find ideas for engaging content, Manage your editorial planning, Get a brief to create SEO-friendly content, Optimize your content on the go, Analyze your brand presence, Measure article performance, Assess and improve your content.

Social Marketing
Automate social scheduling & posting, Discover the top content in your niche, Boost your Facebook posts, Analyze your competitor’s social strategy, Curate content on social media, Create and manage ads on Facebook and Instagram.

Competitive research
Analyze any website’s traffic, Reveal competitors’ top pages, See your competitor’s marketing from all angles, Identify market leaders, established players and game changers, Find and follow market trends.

Off-site SEO refers to the ways in which you bring traffic to your website using external means such as guest blogging, social media activity, influencer marketing, and brand mentions which in turn can all improve your site’s SEO.

Backlinks

Backlinks (getting other websites to link back to your site) have a big impact on search engine rankings and is still the most effective way to increase SEO rankings and traffic. Backlinks boost your website’s authority, which means that the more links you have pointing to your site, the more trustworthy your site will appear in search engines, thus increase your website ranking. Here is an online tool to measure your site’s authority.

To get backlinks, the first step is to identify appropriate sites to which you can contribute. Look for websites within your niche that accept article submissions.

Tools

By using special Google search operators, you can also search for a specific author by putting their name in a Google search with quotations around the name of the author, “name”, and “inurl:author.”.

You want to use inurl search operator to find pages that serve specific purposes. Here are some examples:

inurl:“guest-post”, inurl:contributor – to seek pages that allow contributions from external writers.

inurl:review “keyword” – to find industry blogs with recent reviews about a product/service relevant to an industry (this fits if you’re looking for potential product review bloggers).

inurl:links “keyword”, inurl:resources “keyword” – to look for resource pages you can reach out to for link requests or broken link building purposes.

A link building tool that has a lot features is Ahrefs.

Public Relations

Public relations in the context of link building refers to the practice of using the same methods to get backlinks that you might use to get press. You can sign up for Help A Reporter or HARO, a service that provides journalists the opportunity to put out calls for sources within their daily newsletter. Indicate your areas of expertise to receive emails from journalists looking for content that you can then reach out to and have them cite you as a source. You can also send traditional press releases.

One of the best ways to do this is to get cited as a source in a news article or other online content.

Focus on quality vs. quantity. More backlinks are better only if they are coming from trustworthy sites.

Revise and remove broken links

When you are using links within your website that point to a specific page and that page has moved, it takes you to a 404 page. It is important to revise and update or remove any broken links within your website to keep it properly optimized.

Check Page Speed

It is important for your website to load quickly, not just for rankings but so that people don’t abandon your site because of low speed. Google Page insights is a free tool that analyzes websites.

Keep a backup and keep it updated.

Websites should always have a backup. This ensures that if a page breaks it can be reinstalled to its previous state. Websites built using WordPress have many components that always need to be updated and maintained up-to-date so that the page is working efficiently. It is a great practice to back it up before performing any updates or changes.

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