How to do Stuff: Search Engine Optimisation

How We Doubled Website Visitors

What’s the first step to making more money from your website ?
Step 1 is to increase the number of people who find you.

But first …

Why is Organic traffic good ?

Here’s a graph from Google Analytics showing the Organic traffic to one of our client’s websites in the roofing industry ( Organic traffic is from people who click an entry in the main search results, rather than clicking on one of the paid ads ).

 

There are LOTS of ways to get people to visit your website and search marketing ( in particular Organic Search marketing ) isn’t always the most viable. But if it is, it can give you extremely targeted visitors.

People who actively search for a solution are usually very ready to pay for it, while people who only catch a banner ad or get a random flier in their letterbox, not so much.

As a note, Google’s suggested price of a click for a paid Ad at the top of the first page of search results ranged from about $4 to $9 per click. So the Google Adwords cost over the same time period for the same search phrases would have been about $28,000 as compared to roughly $18,000 for SEO.

Next, how did we increase it ?

Being noticed on the web is very similar to getting attention in the physical world. You need to get yourself mentioned everywhere and in as many different places as you can and repeat and continue the actions so that people don’t forget about you.

The actions that need to be taken change as Google’s ranking formulas evolve, but many basic actions have stayed the same. There have been 2 significant trends over the last year that alter the strategy –

(1) the relevance of the pages that contain the links has become extremely important and
(2) the clickable text of links shouldn’t match the phrases you’re going after.

The main thing to keep in mind is that whatever you do needs to mimic what people are naturally doing on the internet – you just need to increase these things in a natural looking way.

This is what we did for the case-study client …

  • 1

    Increased Business Directory Listings

    We listed them in Local business directories, including setting up a Google Local page. In Australia, the main directories are Start Local, True Local and Hotfrog. Also get into the Yellow pages and gradually any more that you can find. More details in this post and you can also download a BIG list of Australian directories from there too. This created a tier of valuable and relevant pages that linked up to the client's website.

  • 2

    Got Some Reviews

    Some of the client's customers added reviews to the Local directories.

  • 3

    Created Some Small Websites

    We built a number of small website for the trades niche and linked them to the client's site. These formed another part of the lower tier.

  • 4

    Accumulated Links From Other Websites

    We gradually built links from other websites & blogs that linked back to the first tier and to the website itself. You can ask people to write about your business and include a link to your website and directory listings, or you can pay people to write a post for you on relevant blogs at http://linkfromblog.com. You can also get an article written at http://fiverr.com and then have it submitted to article directories ( also done by people on Fiverr ).

  • 5

    Had the Website Mentioned in Social Media

    Ask friends to mention your business, with a link on their Facebook page and in Twitter and Linked In posts. We mostly used Fiverr.com and got someone with a large following to post to their Twitter account for $5.

  • 6

    Expanded & then Maintained the Actions

    We started slowly and increased the number of new listings, links and mentions at greater speed over several months. This duplicates what naturally occurs as a website is discovered and becomes better known. After the first few months, we plateauxed the actions off and maintained them at a lower level.

The first step

The first step you should take any time you decide to work on increasing a website’s position in search engine results is to find out what phrases people are searching for most and which ones are easiest to push your website up for.

This is one of the tools we use …

Watch the video here …

Also, if you'd like a checklist of the resources and tools that we used to move websites up in the search results, then click here to get the checklist.

Websites that are losing exposure

You can often apply a similar technique to reverse a decline in the appearance of a website for phrases on page one. Here’s a graph showing how we reversed a decline in traffic for another recent client –

The main differences are …

(1) If in the past the clickable, anchor-text of links was majorly the search phrases themselves ( eg, the link read “roofing supplies” and clicked to a roofing supplies page ) you need to decrease get the proportion of these search-phrase links way down. you can do this by creating new generic links that read “click here“, “these guys” “go to this site” and other non-keyword matching phrases.

(2) It’s more important than ever now for new links back to your website to be from relevant websites and included in text-content that is relevant to your website.

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