It’s a tricky balancing act; you know you need to do more with your website to achieve decent Google rankings, but you don’t want to invest in a brand-new website every two years.
Equally, you want to stay ahead of the competition, but that comes with its own set of challenges.
Thankfully, we can confirm that you won’t have to invest in a new website every two years if you want to both satisfy Google and stay ahead of the competitors. You just need to read this blog and follow these simple strategies.
If you’ve previously logged into Google Analytics only to scarper almost instantly when you see the abundance of figures, stats and graphs, you’re missing out.
Yes, Google’s venerable Analytics toolkit is a bit overwhelming at first, but the more time you spend with it, the more you’re likely to find some key insight into the way people interact with your website.
If you spend some time in 2020 learning how to use the key aspects of Google Analytics, it’ll be time very well spent indeed. Focus on measuring visitor engagement and the way in which your site reacts to their journey - it’s fascinating.
Google loves content. And yes, you’ll hear us say that a lot, but for good reason.
If you can consistently write great, fresh, relevant and - most importantly - unique content each week for your website, you’ll achieve two things.
Firstly, Google will take note, and if you’re writing about stuff that’s relevant to your industry and products, that’ll put you within the right search categories. Secondly, you’ll probably end up running a far more active, interesting website than your competition - and that’s a real differentiator in the digital age.
It’s easy to get bogged down with how much further along the competition is than your company, but there’s no point in wallowing in self-pity. That’ll get you nowhere.
Instead, try and keep tabs on what they’re doing - but don’t get too obsessed. Sign up to their mailing list, keep an eye on their blog and look for opportunities they’ve missed.
Equally, look for times when they’re nailing it. For instance, if a blog post seems to garner lots of attention and engagement, write something similar or in response.
Search engine optimisation (SEO) lives and dies by content, therefore if you’ve heeded our advice so far on this blog, you need to spend a fair amount of time in this area, too.
There’s a fair bit you can do yourself with SEO, but if you bring in the services of an experienced expert in that field this year, your website will benefit significantly.
Great SEO will ensure you achieve consistently good Google search rankings and, most importantly, appear in front of people who are at just the right stage of the buying journey. This should result in more leads, a better presence online and a plenty more revenue from great leads.
Stagnating in the world of digital marketing is a very bad idea. Things move far too quickly if you lag behind, and, before you know it, you’ll be far from page one of Google and several miles behind the competition.
We’ve scratched the surface above, but these four techniques will set you in good stead and, most importantly, won’t go out of date!