Anyone should know that to establish a good online brand presence, you need a good Search Engine Optimisation (SEO) strategy. Keywords are a main part of that strategy – they’re more than just using the right tags to find relevant blog posts – they help boost your business’ search results so your website gets more traffic.
Last year, we helped Living Goodness develop an SEO strategy that saw them appear on the front page! And to top off the cake, it was also the first time that Living Goodness ranked higher than a competitor.
In this blog article, I’ll show you three key skills that we utilised for their SEO strategy, and show you how you can put them to work on your own business.
1. Identify which keywords you need
The keywords that you choose for your SEO strategy should fall into three categories:
- Keywords you’re currently ranking for
- Keywords you wish to rank for
- Other relevant keywords you should also consider
For example, Living Goodness were ranking for “fermented foods nz” (though they appeared on the second page of search results). They wanted to rank higher for this search term, and also wished to show up for “sauerkraut nz”.
We went on to conduct our own research to find relevant keywords that would complement these. A handy tool that we turned to is called Answer the Public.
This allowed us to see what users were also searching for alongside the terms “fermented foods nz” and “sauerkraut nz”. We picked up key phrases and words such as “probiotics”, “raw”, “organic” and “kimchi” alongside many more. This also gave us a good starting point for blog article ideas.
2. Incorporate these keywords into existing content
Now that we had a lovely list of keywords, we needed to disperse them around different landing pages in a natural manner. For SEO purposes, there were key points that needed keyword boosting:
- Landing page headings
- First paragraphs of content
These were just a few places where we implemented keywords into the existing content in a manner that was natural and flowed. Being a business that sells fermented foods, this wasn’t a problem. We also made sure we used a mix of these keywords because no one likes repetition (especially not Google!).
3. Help out your visitors with handy internal linking
Keywords aren’t the only way to boost SEO. There are many things that affect search engine rankings, and relevance is a big contender. If people aren’t spending long enough on your website and are bouncing away quickly (tip: check the bounce rate in Google Analytics), it may very well mean they’re not finding what they are looking for on your website.
Internal links are a great way to boost SEO and retain website traffic. If you aren’t linking to your products whenever you mention them, it’s a huge opportunity wasted. You also want to encourage a longer customer journey by suggesting other pages that are relevant.
For Living Goodness, we added links to their stockists page and social media handles on the recipes pages. This call-to-action prompted visitors to seek the closest stockist after reading a delicious recipe – “Are you running low on delicious sauerkraut or kimchi? Check out your local stockist here.” The social media links also encouraged visitors to share any of the recipes they’d followed. Being a foodie Instagram account, any photos using a Living Goodness product was free user-generated content, and of course, we were going to make the most of it!
Three simple tips that you can do yourself
As you can see, these tips are all very simple, easy and free to do. Hopefully, you’re able to apply them to your website straight away.
All these were tasks that we did as part of our SEO Starter Pack. It’s a comprehensive analysis of a website with actions to improve SEO and a recommended guide for next steps.