Focus on SEO
One of the great benefits of digital marketing over traditional marketing is that you can measure pretty much everything. Your conversion rates are easier to establish and you can see the impact of your actions. Once you have a website in place, it’s a natural next step to drive traffic to it.
The most cost efficient way of driving traffic is by capturing the demand of active buyers looking for your product or services. Those active buyers, the majority of them, start looking for your solution on a search engine like Google or Bing. That’s where search engine optimization comes in.
Update Your Website
As an entrepreneur, you need to position your website in a way that encourages search engines to list your website. Not only that, but your website should be listed in a prominent and visible position when someone types in a keyword specific to your business.
Search engine optimization involves making changes to your website that inform the search engine spiders (bots that crawl read and index your website) what your website is about. For example, if your website uses a particular keyword more often than any other keyword, the spiders will assume your website is focused on that keyword. These keywords that define your offering should be strategically placed in the tags of your HTML and in the content of your pages.
Encourage Others to Link to You
Additionally, your efforts should also focus on optimizing your website’s external factors. Meaning, the things going on outside of your own domain name. Your site grows in importance every time another website links to your site. Each link back to your domain counts as a vote. The more votes usually mean a higher ranking. It’s important to note that not all votes are counted the same. Your search engine optimization efforts should target websites that also have a lot of links themselves and have content that is relevant to your website. If the website linking to you does not include the keywords you’re attempting to rank for, it won’t help you much.
Links can be gained a number of ways including social media. The best way to obtain links is to consistently build whitepapers, videos, articles, blog posts, and tools that help your prospects and customers. The more helpful they are, the more they will be shared online. More sharing gets you more links.
Measure Your Results
It’s important to set a benchmark before you start making of all of these changes. Your efforts that increase your rankings for a specific keyword could just as easily send your rankings in the wrong direction. Make sure you use a tool that weekly or monthly measures where you are ranking. If you see it rise, keep it up. If you see it fall, try something else. Without measuring your rankings you won’t know what’s working and what isn’t.
Keep in mind that search engines spiders come visit your website based on how large your site is and how many other sites are linking to you. If you’re a small website with low traffic, be prepared to wait a few months to see some real changes.