For more than a decade, anyone who owns, manages or creates content for a website has been reliant upon SEO to increase traffic. This all boiled down to SEO experts asking one question: “Is this site fully optimised for the search engine bots?”
It used to be that traffic to websites was increased by optimising the content for search engines, but traditional SEO has recently changed. There are now more tricks that can be utilised to help improve inbound traffic.
Modern SEO goes beyond just optimising your content or getting links from other sites. Increasing referrals from search engines, primarily Google, is essential, but what’s the point if they aren’t interested in your core services?
You need to focus on providing an optimum user experience (UX) for visitors who browse your site. Not only will this serve your users, but your rankings will increase in search results because Google rewards sites with better UX.
User experience includes major metrics like:
- The speed of your site
- Keyword usage (long tail and short tail)
- Social media metrics
- Overall navigation of your site
- Mobile responsiveness
If you can focus on improving these key elements and create a better user experience for your audience, then Google will reward you sooner or later. But if you try to take shortcuts, stuff keywords into your copy and play smart with links, your site will start to get penalised.
So invest some time on getting an appealing design for your site to boost conversion rates, focus on creating interesting and relevant copy and plan how you are going to push your content out through the appropriate social media channels.