The Low Hanging Fruit Of SEO
On Tuesday I talked about a few different ways you can get more people to your website.
I was going to add another point to that post. Then I thought it would be better to create a new post altogether. It comes from a suggestion I made to a client which they gave me the go ahead on.
The amount of time required to this is very little. And the ROI potential could be huge. That’s because your competitors aren’t thinking about the other small keywords. You don’t have be a lemming and try to rank for the big keywords in your city.
Go after the low hanging fruit.
There’s more value there. Especially when it comes to local search engine optimization.
Out Care The Competition
Since taking over the online marketing for Victoria Transmission and Auto Care, I thought we could get more traffic to the site if we tried to rank for all our services.
Part of our mission is to build awareness around the fact that we’re not just a transmission shop. We offer lots of other auto care services in Victoria.
My goal is to spread the awareness of our other services with the website.
But I didn’t want to just rank the main page for all of our services though. That would mean trying to rank well over 50 keywords for one page.
It’s not good practice to try and rank a webpage for more than five keywords per page.
Because of this the main page targets only transmission related keywords. So most of the traffic arriving to the website before I started working with them was all transmission based keywords.
And that’s where I knew we could get more people to the site.
Most, if not all of your competitors are only looking at ranking their main page instead of their inner pages. This is shortsighted. Just like they’re trying to only rank for a few big keywords.
This is what Meaningful Marketing isn’t about. Why? Because it’s not looking at other ways to get more prospects and clients. This example is following the competition.
Doing this won’t get you ahead.
Out caring the competition and Meaningful Marketing is the opposite. In this case, care more about those people that are searching for specific products or services you offer.
They’re people out there looking for you. They’re searching for the products and services you offer. They don’t know about you yet. But they will if you follow my advice in this post and the rest of my posts.
There is also a huge benefit of having people land on webpages that actually talk about what they searched for. I’ll explain this benefit in a bit.
Back to my Vic Trans example. I knew we wouldn’t be successful if we tried to keyword stuff the main page with 50+ keywords.
With over 16 services, I thought it would be best to create separate pages for each service. And target those services in our keywords.
So the oil change service page targets three keywords dealing with oil change and Victoria. Since creating these pages back on April 25th, more people are landing on the site with specific searches. It’s not transmission based searches anymore.
This is why it’s important to get specific with your keyword research. Even though Google said there wasn’t enough people searching for these specific auto care services, I still thought people were.
And they are. These pages have brought 45 new visitors to the site within the last 30 days. These pages aren’t ranking within the top 5 for each keyword either. Which is great news. Once I do some backlinking for those pages, they’ll rank higher and we’ll get more people to the site.
All it takes is a couple of these people to book online and get their bodies into the shop. From there the staff rely on their excellent service to retain that customer for life.
The amount of time spent on this is very little. Yet it doesn’t take much to earn lifetime clients from it.
Now to that benefit I mentioned earlier.
You’ll increase your conversion rates from website visitor to client if the searcher lands directly on a webpage that talks about that exact service they just searched. It annoys people when they land on your main page and have to navigate your site looking for the product or service they just searched.
If your site isn’t easy to navigate, people will leave quickly.
Makes it easy for them to find the information they’re looking for. But don’t forget this important step.
The Call To Action
We’ve also included online booking forms below each service description page. After all, what good is to to have people on your website and not ask for their business or contact details so you can market to them.
Once again, make it easy for them to call you or book online.
By creating separate pages for each service, having people land on those pages and placing online booking forms on those pages, we’ve made it easy for people to find and book the service they’re after.
I sound like a broken record but make it easy for people to do business with you!
Take a look at your website and search engine optimization efforts and ask yourself, are you making it really easy for people to:
- Do business with you
- Or leave your website and do business with the competition
Hopefully it’s #1 and you’re out caring the competition.