Contrary to what many companies put in their sales material we are providing a dose of reality. Where they talk about gaining a huge amount of traffic from SEO engineered sites, we discuss specific areas to focus on. There are three and only three ways to garner traffic from the web through search engines. Do not believe any of the companies that try to offer first page results for search results. Google, Bing and Yahoo have this all figured out. They are focused on quality web sites with original content, period. So what are the three things that every web site must do extremely well?
First the web site must be well designed. Pleasing to the reader, easy to navigate. Provide the information that the customer or reader is looking for. It must also adhere to all of the standards in terms of web design that will help with ranking and will help your readers find you. If your reader or customer cannot easily navigate your site or find the information they are looking for, they are going to move on to another site. When readers remain on your site for a longer period of time, it tells the search engines that you have something interesting.
This is probably the most important of all. Duplicate content is frowned on and to be discouraged. Don’t copy other people’s content and do not even copy your own content. Keep it original, keep it fresh and focused on what the customer is looking for. Regularly browse your old content and update it to reflect your companies current products, services and thoughts about whatever you are blogging about. Old content gets stale and readers will just ignore it. Search engines will rank you much lower in the search results if you do not keep it fresh and original.
Tried and true, advertising does work provided that it is also focused on your customer segment and location. There is no use advertising in Canada if you only sell in the states for example. Make sure advertising is focused where your market lives. Before considering advertising, the first two steps need to be completed. When a reader clicks on your ad, he or she is taken to your site and offered the services or products that they are looking for. Conversions from reading to becoming a customer is what will make your company successful.
Focus on these three areas and you will be well on the way to meeting your goals of attracting customers to your business.