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The STLCW Guide to SEO for Websites

 

Creating content for your website requires a lot more than just throwing words on the wall and seeing what sticks.

Thanks to Search Engine Optimization (SEO), you have the ability to target your message for specific audiences by understanding their interests and utilizing the best practices of the search engines they use everyday.

At STLCW, we use a 4 step process to ensure that our web SEO is on point and on strategy every time.

Step 1. RESEARCH 

The first step is keyword research. When you pick the RIGHT keywords, you can get ranked in Google much faster and you’ll attract more qualified leads and paying customers.

Uncovering Keyword OpportunIties

Brainstorm keywords. 

  • Brainstorm your core “product” and “service” keywords (buying intent) 

  • Brainstorm keyword “modifiers” (geography, customer segments, etc) 

  • Brainstorm “research” keywords 

Find search volume.  

  • Use Google’s free Keyword Planner tool to find the search volume for your keywords 

Research competitors.  

  • Analyze your competitors’ Title tags to see what keywords they’re targeting  

  • “Spy” on your competitors’ PPC keywords, so you can see what keywords are most likely to convert into qualified leads and customers 

Categorize keywords.  

  • Organize your keywords into categories based on product/service, etc. 

Prioritize keywords.

  • By search volume  

  • By intent (focus on keywords that people search when looking to buy/hire)  

  • By difficulty to get ranked in Google 

    • Check number of search results for allintitle: “keyword phrase” 

    • Fewer results = fewer competing website optimizing for that term 

Test effectiveness.  

  • Try testing keywords with paid ads to see if they convert before investing in SEO

Step 2. RELEVANCE 

Once you’ve selected your keywords, it’s time to marry your website to these keywords. First, we look at website structure. Then it’s important to edit each of your pages. Then, follow the technical aspects below to make sure they’re fixed. Finally, don’t forget to take advantage of local SEO and blogging.

Website Structure  

Match up your main keyword categories to different pages of your website 

  • Assign “buying intent” keywords to homepage and service pages 

  • Assign “research” keywords to content pages (blog/article/FAQ)  

Be sure to inter-link pages in navigation and content, using keywords when appropriate.

Web Page Optimization  

Title tags 

  • Use keywords early - best practices prescribe 65 characters or less with a unique title for each page  

Meta description 

  • Use keywords early - best practices prescribe 154 characters or less with a unique description for each page  

Body copy 

  • Use keywords early, but don’t stuff - 3 of the same keyword should suffice. Also, use a mix of different keyword variations. 

  • Provide enough content to fully satisfy the searcher’s intent 

  • Make content easy to read (short paragraphs, bullet points, etc.)  

Headers (H1, H2, H3, etc) 

  • Use descriptive headers, and incorporate keywords as appropriate. Remember: Write for people who use search engines - don’t just write for search engines. Use different keyword variation vs title tag.  

URL 

  • Include keyword in URL, separating words with hyphens  

Images 

  • Name image filenames with descriptive keywords (hyphens between words) and create descriptive ALT tags

Blog

  • If using Wordpress, install either “All in One SEO Pack” or “Yoast” plugin  

  • Host blog in sub-directory (website.com/blog/) - not a subdomain  

  • Target “long tail” keyword phrases (3+ words) and use keyword in headline  

  • Publish often (preferably 1/week)

Step 3. REPUTATION 

Once you’ve selected your keywords and optimized your website, the next step is to start establishing your website reputation. Google loves when there are links pointing from other websites to your website. To get on Google’s good side, check out our recommendations for links.

Link Criteria  

  • Trusted Domains: 

    • Avoid building too many “self-created” links; the highest quality links are from trusted websites that have used “editorial discretion.”  

  • Relevant Domains: 

    • Get links from domains that are relevant to your business (industry, location, etc)  

  • Diverse Domains: 

    • Get links from many unique domains, rather than many links from a few sites  

  • Anchor Text: 

    • Avoid over-concentrated anchor text  

  • Deep Links: 

    • Build links to a variety of pages on your website (not just your homepage)

Additional Considerations

  • Create offline relationships

    • Personal contacts, associations, sponsorships

  • Guest blog

    • Reach out to industry magazines/authorities

    • Research on Google (“[keyword]” + “guest post”)

  • Create link worthy content

    • Top X lists, In-depth guides

    • Research/survey results

    • Infographics, Viral videos

  • Use appropriate Social Media channels

    • Post and build network regularly

    • Stay engaged with audience

    • Use “social listening” to find opportunities

  • Manage your reputation

    • Post useful, educational content to blog

    • Get authentic, positive reviews regularly (Google, Yelp, etc.)

    • Monitor your reputation

    • Respond immediately to complaints, queries

Step 4. REVENUE 

Now that you’ve worked hard to please Google, the final step is to leverage your new rankings and clicks and convert them into customers and revenue. Check out our 7 tips to speed up the process and be sure you have reporting set up to track rankings, traffic and conversions.   

7 Key Factors to Increase Conversions 

  1. Attention-Getting Headline - grab em with something hot and heavy right out of the gate.

  2. Customer-Focused Copy - forget about what you need, the customer wants to know “what’s in it for them?”

  3. Unique-Selling Proposition - what sets you apart from the competition?

  4. Irresistible Offer - get them in the door with something they can’t refuse.

  5. Clear Call-to-Action - no bait and switch! Make it clear what the next step or action will be once they click.

  6. Social Proof (testimonials, endorsements, etc) - trust is earned. Help speed up the process by cultivating brand ambassadors out of past clients.

  7. Credibility Indicators - if you’ve won awards, have certifications or are beloved in the community, now’s the time to show it.

SET UP Tracking  

Rankings 

  • Google Analytics + Webmaster Tools 

  • RankRanger (www.rankranger.com)  

Traffic 

  • Google Analytics: Traffic Sources > Search > Organic  

  • HubSpot Professional reporting

Revenue 

  • eCommerce Analytics tracking 

  • CTA tracking

  • Phone tracking 

  • CRM tracking  

Take Your SEO to the Next Level

When it’s done right, you can expect a healthy Return on Investment (ROI) from your SEO efforts. In fact, you can do the math yourself. Just add up your SEO costs, then add up your SEO revenue. Your ROI is your Revenue (minus your Costs) divided by your Costs.

Contact St. Louis Copywriters to leave the SEO to the experts. We’ll handle the research, relevance and reputation so you can handle the revenue.