The be-all and end-all of SEO used to be keywords. You’d continuously drive traffic if your clients’ websites included good keywords. It was that simple. Unfortunately, this led to businesses attempting to trick the system by cramming keywords. That’s why, in recent years, Google has placed a greater emphasis on behavioral analytics rather than merely keywords.
This trend has reached a tipping point, so you must concentrate on your clients’ behavioral analytics when improving their SEO. Because of COVID, clients are increasingly turning to SEO as a revenue generator as online competition grows. Here are three tips on how you can optimize your clients’ SEO in 2021:
Tip 1: Focus on ROI, not traffic
Traffic is no longer the gold standard when it comes to modern SEO. Driving traffic is the whole reason why you invest in SEO; this used to be true. But nowadays, analyzing traffic on its own will see you miss valuable insights.
Your clients would instead want to attract five visitors and have three of them converting than having a landing page attract 100 visitors with none of them ending up converting.
Although traffic may make you and your clients happy, it is frequently merely a vanity metric. Instead of generating a large number of non-converting visitors, the ultimate goal is to attract visitors who bring value to your business.
Focus on the ROI. You’ll need to reverse-engineer your clients’ SEO using behavioral analytics — data that provides insights into online consumer behavior. That means concentrating on behavioral analytics to guarantee you’re generating the “correct” kind of traffic. Begin by researching what high-value visitors are looking for and using that information in future content. By focusing on ROI, you’ll be able to hone in on high-value SEO strategies.
Tip 2: First-party data should be used instead of keyword research
Keywords are beneficial for showing subject matter expertise and building topical authority. If one of your clients wants to be regarded as the area’s leading orthodontics clinic but doesn’t include keywords like “Invisalign” or “retainer,” searchers may not believe they are true specialists. With that being said, your primary means of attracting high-quality, valuable traffic should not be keywords.
This is where first-party data (i.e., information about your clients’ visitors) comes in handy. It reveals what visitors are looking for and how they interacted with your site – in other words, whether or not they discovered what they were looking for.
Let’s return to the orthodontics example from earlier.
Perhaps your client gets many inquiries from people who want to know more about retainers. It could include how much they cost, whether they should have them before or after braces, and how to care for them.
You find a significant gap in your client’s current content strategy after evaluating this first-party call data. So you collaborate with them to design an all-encompassing retainers FAQ page. The outcome would be that they will get more traffic, rank higher in the SERPs, and earn more customers.
Tip 3: Prioritize retention
It’s been said that acquiring a new customer costs five times as much as keeping an existing one. That’s why it’s critical for your clients to invest in post-acquisition content. They will not only improve their SEO game, but they will also see a significant increase in their retention rates.
You need to figure out what brought people to the website in the first place and what they don’t like about it. Even after they’ve converted — what they’re having trouble with, what irritates them. And where they’re having difficulty obtaining necessary information that will help them solve their specific pain spots.
A customer’s purchase of your clients’ items does not imply that they have solved all of their difficulties. It also doesn’t mean that your clients have done everything possible to keep this consumer in the long run. Always remember that the most successful businesses place an equal (if not greater) emphasis on maintaining existing clients as they do on obtaining new ones.
- Google’s priorities have shifted over the last decade, focusing on understanding search intent and tailored SEO.
- With the release of Hummingbird, simple keyword optimization began to deteriorate and has been on the decline ever since.
- Relying on age-old keyword-based SEO tactics can decline your clients’ traffic.
“Google’s recent changes might take some getting used to, but there’s no time to waste. You need to get up to speed with the new rules of the SEO game as soon as possible.“