Website Optimisation - HammaJack's guide to SEO
Write relevant content and the traffic will come
1. SEO is not black and white
Most of us think a lot about our nutrition (or lack thereof), but many business owners do not think as much about the fuel they use to power their website. Just as humans need good nutrition to function properly, Search Engine Optimisation (SEO) is one of the key nutrients which allows your business to survive in the digital age...and if it's not, then it needs to be.
Good SEO practices help to drive traffic and ultimately conversions on any website, and the best bit - it’s free! SEO is much more than just a traffic driver. If done correctly, it will also improve the user experience and usability of a site. In an online world, your digital presence and performance can’t be undervalued.
With so many SEO experts out there, it can be difficult to know how to optimise your website content to get any organic traffic, let alone the traffic you want. The bad news about SEO is that no one has a definitive answer as to “the perfect way to optimise your website for SEO” as Google keeps their algorithms fairly close to their chest (and always changes them). The good news is, this article will cut through the noise and show you how we optimise for SEO using a tried-and-true method which aims to cater for the needs of the searcher.
2. Write relevant content and the traffic will come...
At HammaJack, we try and generate content which caters to user needs - even the bones of this article came from a client asking us, “So, how do you do keyword research?”. I feel like I should add a disclaimer here - just because you write relevant content, does not mean the traffic will come. Another concept you have to become familiar with is Domain Authority, which also has a big impact on how well your website ranks. Domain Authority is best improved through external backlinking (read one of our relevant articles about backlinking and why they are important here) - simply meaning other websites linking to your site. This shouldn’t discourage you from improving your content though, as they are both as important as each other and go hand-in-hand.
3. A logical approach you can implement (and how we do it)
First and foremost, we consider the purpose of the website - which in most cases is to promote services or sell products. Using HammaJack as an example, we could summarise our business as specialising in Digital Consulting, Digital Marketing and Web Analytics.
Using these three core keywords as a starting point, we can begin to expand our search. We search for these words across forums, Wikipedia, Reddit and any other online sources which could be useful to us. We’ve learnt from experience that there are many different words and phrases being searched for - more than the ones in our own vocabulary - so it’s important to know what these are.
Here is an example of some of the new opportunities we find by expanding our keyword research...
Once we have thoroughly exhausted all our keyword sources and noted any new opportunities down on a document (the more keywords and phrases the better), we copy and paste them all into Ahrefs - a tool for exploring competitors, conducting keyword research and digital audits. You can get a 7 day trial for $7 if you want to try this for yourself, but there are other alternatives such as MOZ and SEMrush which offer similar services.
Ahrefs ‘Keyword Explorer’ then provides us with the Keyword Difficulty (KD), Search Volume, Clicks, CPC and more for all the keywords we entered. This is where it becomes interesting, as we can optimise our organic website content using keywords that are easier to rank for or have higher search volume!
Here is an example from all the words I entered in Wikipedia:
In the above scenario, we could saturate our website with the following keyphrases: “digital marketing agency”, “digital marketing services” or “digital marketing specialist”. Generally speaking, if your site is relatively small then it is hard to rank for keywords with a keyword difficulty (KD) greater than 15-20 (however this number can grow as your site does).
Unless you are extremely lucky, there is often a trade off - a low keyword difficulty (KD), will also result in low volume.
Looking at the following table from Ahrefs, as HammaJack, we would rather get 50% of traffic from people searching for “digital marketing services” with a volume of 200 and a keyword difficulty of 12, rather than 5% of traffic from people searching for “digital marketing agency” with a volume of 1,100 and a keyword difficulty of 51 (which is just too difficult for us to be able to rank well for).
4. “I know what I want to rank for now, what next?”
Now you have identified the phrases and keywords which offer the best value, it is time to begin to optimise your content to rank for these. You should try and include your keywords in your Meta title, Headings (H1, H2, H3 etc…) and within the content itself for the relevant page. However, it’s all within reason, as you don’t want to ruin the experience for your users by stuffing your page with keywords.
Although it's possible, don’t expect crazy results from keyword optimisation. It is one of many factors which influences the overall improvement of your website’s ability to rank well, but technical SEO is another major factor for website health, which includes backlinking, crawling, interpreting and indexing.
5. Be smart enough to ask for help, and brave enough to ask for it.
If you have a website which you think could do with some optimisation, please don’t hesitate to reach out - we have many tactics and strategies to improve your site content and your backlinks, which can result in more conversions for your business. If you provide us with your website’s URL we can complete a full SEO audit on your behalf.
If you would like to kickstart your content optimisation, fill out the form below and we will provide you with five tailored, high volume keywords you can implement on your website today, for free.