One of the best ways to keep getting a boost in search engine rankings is to always be adding new content to your website. Most SEO aficionados already know this, but it is not always easy to figure out what that new content should be. Coming up with new and exciting ways to keep your content on your website or blog fresh is a challenge for even the most experienced webmasters and SEO experts.
One of the not so obvious ways is to revisit the keyword targeting for some of your pages. Many webmasters don’t realize that performing keyword research shouldn’t just be a one time event and don’t bother to revisit which keywords they are targeting. They should be researching relevant keywords to drive more traffic to the site. Performing new keyword research on your site may present you with additional keywords that you are not already targeting and give you more search engine friendly content.
Even if your site is designed for ecommerce to sell your newest widgets, content should be added to your product pages. I have seen many products pages that display a gallery of products for sale and no description of what the product is. Why not add a paragraph or two to the top of the page to give your potential buyer an idea of what they’re getting?
Basically put, when search engines find new content on your site, they adore it. There are many websites that were created ten years ago and never added another word or image to entice the search engines or new surfers to visit.
Always be committed to adding new content, even if you have to hire a good copywriter to do it. It isn’t just great for the search engines; it’s also helpful to keep people coming back to your site and to get those conversions flowing for your newest product or service.
When the Search Engine Optimization process begins, keyword research is the first thing that happens. Many people will go after the very obvious keywords. They take the logical approach to finding keywords that fit their products and services. Guess what? So does the competition. The competition will use the same logic and will turn up the same busy keywords that you will be optimizing for. You now have my permission to think illogically.
Illogical thinking can turn up some interesting long-tail keywords, or as we call it in the industry, low hanging fruit. Try to look at your products or services from a different point of view to discover some keywords that you previously haven’t thought of. What do your customers call your services? Is there another name for your product? Research those types of phrases and see what you can come up with.
Low hanging fruit often times has low search traffic volume, but the positive side is that it is not as competitive. If you can harness these long tail keywords and optimize some of your interior pages for them, you will be surprised at how your conversions can increase.
Some ways to harness this low hanging fruit include optimizing for very specific product names and longer versions of your main keyword phrases. You can also think about the market you are trying to reach. Is your service area all across the United States, or do you only do business in Bangor, Maine? If you only do business in Bangor Maine, Optimize your page for Bangor Maine Lawn Service instead of Lawn Service. The search volume won’t be as high, but it is very specific and highly targeted to your target audience. Optimizing for a specific product type can be as easy as adding the color, model number or both. When you do this you are catering to a very specific crowd and when they find exactly what they are looking for, they are more likely to buy from you.
Practice this technique and you will be on your way to having a more optimized website.