SEO and Quick Traffic?

Everyone knows that SEO is the smart way to build traffic, but can we get traffic quickly using SEO?

The short answer is no, but there is a strategy that will deliver quick traffic at reasonable cost and now is the best time to start. What’s more this strategy is totally complementary to your ongoing SEO. It will provide valuable insights into the most productive areas for content generation and back-linking.

More…

First, some background

SEO is a complex subject. Website rankings on SERPS (Search Engine Results Pages) are affected by a wide variety of things, such as number and relevance of back-links, ranking of sites providing back-links, age of the domain, semantic structure of the site, metadata, download time, page content and more, but essentially these can be broken down into two areas; on-site SEO, and external SEO.

On-site SEO refers to things we can fix on the website. External SEO is mainly about providing back-links. On-site SEO has many elements that can be fixed quite quickly, such as correcting metadata and developing content that is well structured and relevant. External SEO involves the time consuming mid to long term process of developing back-links.

For this reason SEO is no quick fix. Even if we develop back-links quickly, search engines such as Google are not likely to deliver ‘credit’ in terms of higher SERPS rankings for sites that have obtained links ‘too quickly’. Google likes to see sites mature in popularity naturally.

Before we turn to our ‘quick fix’ traffic solution, there is one more issue we need to address.

SEO, For What?

When people promote SEO services for your website, do they actually understand your market? Do they know what search terms your site should be optimised for?  The short answer is almost certainly no.

Spending a bunch of money or time on SEO without knowing what to optimise for, is a waste. It is also counter-productive in that potentially lucrative areas can be missed.

But what about keyword research?

Tools like Wordtracker, or Google’s keyword tool are a great starting point for getting lists of keywords and getting an approximate idea of likely traffic levels. What they won’t tell you accurately, is which search terms (keywords) are most likely to convert into profitable traffic for your content niche and to sell your products or services.

The only way to find out the most profitable areas is to test.

Keyword research is a crucial starting point for developing an SEO strategy, but it needs to be further refined by real-world testing. Arguably the easiest and most cost-effective way to perform this testing, is to use pay-per-click. In Australia this means Google Adwords and/or Yahoo Search Marketing.

A properly structured pay-per-click campaign, combined with analytics such as Google Analytics, will provide accurate data including:

  • Actual search frequencies on relevant keywords
  • Conversion rates on keywords
  • Competition
  • Return on Investment

All of this will be invaluable in determining exactly which search terms will be the most productive for SEO.

And, you might even make a profit out if this testing!

So here is the sequence we recommend

In a nutshell:

1)     Do the keyword research

2)     Create initial website content and perform preliminary optimisation of metadata etc according to ‘best guess’

3)     Install Pay-per-Click campaigns and analytics

4)     Start basic back-link creation and social networking

5)     Tune on-site SEO according to results from pay-per-click

6)     Refine back-link creation focus according to high converting search terms

7)     Ongoing content creation and social networking

A major opportunity

In the past, search engine marketers tended to focus on Google Adwords rather than Bing and Yahoo Search Marketing. Managing pay-per-click campaigns can be time consuming, particularly where many different products or services are sold from the same site. When Yahoo and Bing were separate they did not contribute enough traffic to warrant the time.

But this is changing. Yahoo and Bing are merging globally. In Australia, a pay-per-click campaign with Yahoo Search Marketing is automatically run on Bing as well. While this is the case, Google Adwords has become progressively more expensive.

The fact is, Yahoo Search Marketing in Australia will deliver traffic considerably more cheaply than Google Adwords. This cheaper traffic can be invaluable for someone launching a new online business.

Need help?

If you would like help with implementing a strategy like this for your online business, please call or email us.  If we are not available immediately we will promise to get back to you promptly.

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