Recently I have been working with a client that requested some search engine optimisation for their website because they had not been getting any sales enquiries. On further investigation, it became apparent that although their website was badly optimised it was ranking well and getting a lot of daily traffic. However, this was mainly due to their competitors having similar issues with their sites. Once the client realised that they were actually getting decent traffic, they questioned whether or not they needed to optimise their site, which is completely understandable.
However, although their site was currently ranking well, we still recommended performing some crucial on-page search engine optimisation to their website. This was to make sure that they maintained their current search engine position. If a competitor was to raise their game, it wouldn’t take much effort to start ranking above them in the SERPs (Search Engine Results Pages). Additionally, we recommended starting a monthly link building campaign (off-page optimisation) to their site as part of an overall strategy to continue ranking well for their chosen keywords.
Once the optimisation was complete, we recommended performing a full website usability analysis to address the issues with the navigation, and general site usability. These changes combined with modifications to the design increased the conversion rate of the visitors (sales enquiries). Although the key issue with the website was that it wasn’t converting visitors, it was important to make sure that they maintained their position within the SERPs. This is something that is often overlooked, but as a general rule with SEO, it is better to be proactive instead of reactive. Maintaining your position within the search engines is generally easier than trying to improve your position.
2 Comments
Search Engine Marketing is a very popular way of advertising these days because of the modern technology, otherwise known as the internet. Advertising online is clearly effective and efficient because of the broader scope of audience it reaches and the lower cost of advertising. Due the popularity of internet marketing, there are a lot of people that are offering tips and secrets for a fee, some are even free.
Hi Scott, I don’t know if there are many ’secrets’ to internet marketing, just best practices and good ideas! A lot of the information is freely available on the internet, but it can be difficult to find reliable and up to date resources. It’s always best to work with a specialist internet marketing agency or consultant (such as Elevator SEO!). You can read our blog post on the dangers of DIY SEO to find out more…