If no one can find you on Google, Yahoo or Bing – your business is invisible. If people are finding you for keywords you think are important, but your prospects aren't using those keywords – you’re invisible. If your website isn’t responsive and people are doing searches on their phones – you're invisible. Make sure your business isn’t invisible.
Getting Google and the other search engines to rank your website pages is complicated, and it takes time. It involves a variety of related tactics such as content marketing, social media marketing, website architecture, blogging and conversion rate optimization. All of these areas have to be tightly integrated, and you have to constantly track your ranking and organic visitor metrics to know what’s working and what’s not.
Do you know how many leads you received from organic visitors over the past 30 days? Do you know how many visitors came to your site from organic searches over the past 30 days? Do you know how these numbers compare to the previous month? You need to know this data cold. If you’re not tracking these metrics, you’re not improving. You won’t see a 10x improvement without this effort.
To improve visitors from search, look at increasing the number of blog articles you’re writing. If those blog articles have keywords, keyword phrases and questions tightly integrated into the blog strategy, those articles will improve your search results and impact visitor numbers. Also look at your website architecture. You can change URL naming conventions and impact results quickly. Change a services page to a page with a question in the URL: Google sees this as a more valuable page.
Finally, and this is a recent change to the Google algorithms, your pages have to convert. When someone finds your link and clicks on it, you have to make sure they convert on that landing page. This signals Google that the visitor found what he or she was looking for, and improves your ranking. Clearly, conversion is now a major component of search. Again, all the tactics need to be strategically connected.
