Classic Cars and Lemons: How Do Your View Your Website SEO?
What kind of car do you drive? How do you treat it? Do you view it as a something that needs to be taken care of constantly in order to run well, or do you view it as a necessity that only needs to get you to the office and back? These same questions are at the heart of how you view your brand website and SEO.
Some (smart) companies view their website as a constant work in progress. They analyze their traffic and on-site analytics and are always looking for a way to tune-up this aspect or tweak that wording in order to create a better user experience and boost their SEO. In this respect, they are like people who own classic cars. Classic car owners know that without proper maintenance and care, their car will break down, seize up, and cease to run properly. In order to protect their investment (and their image) they spend Saturday mornings playing with sparkplugs, waxing, changing oil, and more to keep everything in working order.
On the other hand, there are those companies out there who treat their websites and their SEO like a 1992 Honda Accord. They’ll put gas in it and maybe change the oil regularly, but you won’t see them polishing it on a Saturday morning or taking it out for a Sunday drive just for fun. Basically, these companies want to build a website, optimize it (a one-time activity as far as they are concerned), and then just let it run until it absolutely needs to be repaired.
In the grand scheme of brand websites, which one are you?
The guys who treat their websites like classic cars have it right. SEO is not a one-time fix. Website maintenance is something that needs to be addressed on an ongoing basis in order to get the best SEO boost possible. Here are some elements of your site that you should treat like a classic SEO car.
1) Architecture—Granted, your site architecture should be easy to navigate and SEO-friendly from the start. But that doesn’t mean that it won’t need tweaks every now and again. Take a look at your analytics (that’s why you have them): What pages of your site and the most visited? Is there a page that should be visited more? How can you rearrange your site so that visitors can better get the information they are looking for when they come to your site? If you see gaps in your site traffic and user satisfaction, take a look at rearranging pages, deleting pages, adding new pages, and more. Websites are malleable, so play around with them until you find the best architecture and SEO.
2) Website Copy—Trends change and SEO shifts. Are you making sure that your website copy is always reflective of the keywords that are going to bring you the most traffic? Just because you’ve done your keyword research once, doesn’t mean that those numbers will always stay the same. People change and the world changes. There could be thousands of searches going on right now that are relevant to your business but that you are missing out on because you’re not paying attention. Website copy is one of the easiest elements on you website to change, as you see changes and shifts, tweak your copy for maximum conversion. If one way of wording doesn’t work, try another until you get the golden, SEO optimized words that will get you where you need to go.
3) Blog—Your company blog should be a huge aspect of your SEO and social media campaigns. But, by definition, a blog is an ongoing series of events and information. How is your company blog doing? Many company blogs will get started and then neglected, not churning out anything new for search engines or social media to use to help their SEO. If you view your website as a classic car, this is something you need to maintain regularly. Search engines love new content and so do users, so boost your SEO with a regularly published company blog starting today.
4) Backlinks—Although backlinks are off-site content, they affect your SEO immensely. Building backlinks should be an ongoing practice. You can build backlinks through compelling blog content as well as outreach to bloggers and users. Not all backlinks are permanent. If you find yourself slipping in the page rank, check to see if some of your backlinks have been removed, and open the opportunity to constantly build more.
5) Social Media—maybe this goes without saying, but a social media marketing campaign is worthless if you treat it like a 1992 Honda Accord. Social media is something that needs to be attended to on a regular basis in order to keep your followers informed and build new customers. If you have a Facebook page, use it. It can only benefit your SEO and company image.
Overall, your website SEO is something that needs to be taken care of on a regular basis. Use your website analytics to determine where your traffic is going, what pages are the most popular, and where users are clicking the most on your site. With this feedback, you’ll better be able to optimize your website for your users as well as for SEO.
Brad Anderson is the Executive Director and Founder of Fruition. Brad’s focus is supporting Fruition’s team to enable sustainable growth and excellent client satisfaction (EBITDA growth). With a strong statistical background, Brad built Fruition’s in-house software that is used to manage client success.
President & Founder, Tru Family Dental
Marketing, Dependable Cleaners
President & Founder, Family Travel Association