The race to the top of the page
Everyone wants their site on the top of SERP’s, I get that, that’s how customers can find us, it’s the route that many are taking that drives me nuts!
Looking at my Facebook and Twitter feeds, I see article after article on “Panda, Penguin and Google’s latest algorithm changes and what you should do”. Keeping up with all these changes is a full time job in itself!
Did you know that Google changes its search algorithms between 500 and 600 times each year, and it experiments with over 10,000 changes in that same time?
Look on any online contractor’s forum and there are numerous discussions on how to manipulate your rank by using back links, meta tags, directory submissions and more. While these are often things that do need to be implemented on your website, they can be like “putting lipstick on a pig”.
What good does it do to have your website rank well if it is not designed to convert visitors to leads? You have hundreds of visits to your site? Big whoop if they from all over the country. Why are you trying to make your website please Google?
The good news is in the common thread that every improvement Google makes is designed to provide a better user experience to searchers. That means your search results need to deliver where it matters most: high click-through rates, low bounce rates and long time-on-site.
You can only outperform in these areas when your keyword and content strategy is optimized for the real people behind the queries — and that means understanding the user intent.
The user intent of a keyword is the goal of the user typing the search query, and it typically falls into three categories: Do something, Know something, or Go somewhere. In fact, there’s often more than one intent per query.
Content written for user intent wins the day (and keeps those coveted high rankings).
So what good it does it do to rank if your site does not focus on the user experience because you don’t spend time on……
Content! Content! Content!
Writing content for users and properly using keywords is critical to a proper website. We have always promoted this here at BP. I know of several contractors who write for their own sites and do a great job.
Some, not so much!
I have helped several contractors with their websites and the hardest part is always getting content added. This has delayed the launch of the website for months at times because writing can be hard! Recently I had a client hire my friend Tess Wittler for a site I was building and I was very impressed with the results, as was the contractor. This can be a great option for someone who does not have the time or desire to write.
Here is an interesting batch of statistics about why content marketing works, much is geared towards B2B, but the overall message is good.
So, put the lipstick down, pick up the pencil and get to writing!