Does your business rely on website traffic to generate income? If so, you may need to make some changes to your site, pronto.
From April 21st 2015 Google is changing the way it ranks your website. It has announced that websites that are optimised for mobile will be viewed more favourably on the worlds biggest search engine. That means that if your website is not responsive (where the site automatically resizes depending on the device you view it on), or created to be viewed easily on a mobile, you are likely to be penalised. This will mean less traffic and potentially less income.
This isn’t the first time. Google are always changing their algorithms. They just rarely announce it. Many of our clients have been affected badly by previous updates. They’ve spent thousands on their Search Engine Optimisation (SEO), only to drop off the first page overnight. It has taken months to regain their previous positions, losing significant traffic and sales.
As a freelance marketing director, my job is to create sites for my clients that allow them to achieve their growth plans. These Google changes can play havoc with traffic generation and mean investing in SEO programmes that can be costly and take a long time to reap rewards from.
How can a freelance marketing director help?
I am often asked about the best way to use a website to generate traffic. Unfortunately, chasing search results can be costly and time consuming. It’s about finding a partner you trust and doing as much work as you can yourself. If you can use a freelance marketing director to set this up for you, so that you can maximise results and invest in SEO as part of a wider strategy, this will be a massive help.
Consider other channels. Do not rely on SEO generated website traffic as your sole source of leads, or sales. Things change all the time and if you lose your first page position it will affect your revenue. Use as many promotional tools as possible, both online and offline, as part of your full marketing strategy.
What are the five most crucial website tips?
- Ensure your website is optimised for mobile and tablets. This is not only important for SEO (especially following 21 April) but also enhances the user experience. The number of people choosing products on their mobiles and tablets is increasing dramatically. Make it as easy as possible.
- Does your site have a SEO widget? This allows you to optimise the website yourself. It will give you the tips you need to improve your SEO results. We recommend this for all our websites.
- Do you have a blog that you can keep continually up-dated with relevant keyword heavy articles? Ensure the title, URL and headings include your focus keyword. Keep the articles reasonably long (300 words+) and write a natural piece that include your keywords, as many times as you can without it seeming forced. Make sure it’s written to communicate your brands tone of voice. Share them online and via your email marketing.
- Create links to your site. The best way of doing this is through your social media platforms. Consider your content. How can you get other people sharing it so that they link to your website too?
- Choose the right SEO partner. SEO is big business. That means that unfortunately there are as many bad agencies as there are good ones. Don’t fall for big promises. SEO takes time and should be part of a wider strategy, created by a skilled marketing director. If you don’t have one in house, consider using a freelance marketing director to create the right site, get the right traffic and help you achieve your growth aspirations.