When it comes to SEO, achieving first page rankings and getting more traffic is one thing, but what about ensuring those rankings deliver the right type of traffic to your website, traffic that will actually convert into new customers?
Here are three steps to ensure that your SEO campaign delivers the right traffic to your website.
Step 1: Identify Your Target Audience
You know your customers. So, identifying your target audience should be the easy part, but when it comes to SEO, this isn't always the case. If you offer different service or product lines, your target audience may comprise of a number of different segments. This makes identifying your target audience for SEO purposes much more difficult.
If you attempt to go after every possible customer in one fail swoop, your SEO strategy will most likely fail. Instead, methodically carve away the different segments, and target them incrementally. When you achieve success with one segment, then move onto the next. This is necessary because depending on the type of business you're in, each segment may have very different needs and wants.
How do you identify which segment to target first? It's a good idea to start with your most profitable and least competitive segment, so you can quickly start generating a return on your investment.
Step 2: Select the Right Keywords
Once you've identified which segment you want to target, the next step is selecting the keywords those prospective customers will use when searching for your product or service.
When selecting keywords, don't just look for the ones that deliver the highest search volume. Put yourself in your customers' shoes, and look for keywords that make sense from their perspective. There is a lot of "advice" out there about choosing keywords that have an ideal combination of search volume and competition. However, all of that is irrelevant if you fail to choose keywords that prospective customers will actually use when searching for your products or services.
In addition to choosing relevant keywords, take the purchase intent of those keywords into account. You can have two very similar keywords that indicate very different intentions by the searcher. Keywords with high purchase intent are more likely to convert than keywords with low purchase intent, and are typically long-tail keywords, with lower search volume, and less competition.
For example, let's say a contractor that specializes in kitchen remodels is considering the following keywords, "kitchen remodel" and "kitchen remodeling contractor." The keyword, "kitchen remodel" is much more attractive initially because the data shows that it receives significantly more search volume than "kitchen remodeling contractor."
However, there are two reasons why "kitchen remodeling contractor" is the better choice. First, it has far less competition, and the contractor actually has a shot at achieving first page rankings. Second, someone searching for "kitchen remodel" could be looking for a number of things, not necessarily a kitchen remodeling service. They could be looking for pictures as inspiration for a future potential remodel, or a how-to because they intend to attempt a remodel themselves.
While it is possible that someone using the "kitchen remodel" search term could become a customer in the future, someone searching for a "kitchen remodeling contractor" is likely ready to execute their remodel, and is simply looking for the right contractor.
Step 3: Provide Content Your Customers Care About
The next step to ensuring the right visitors find your website is by providing them with content they find relevant and useful. Your website's content should be able to answer your customers' questions. So, think about what your customers typically want to know prior to doing business with you, and make sure your content answers those questions.
Here are a few examples of how this can be achieved:
Are you selling a service that requires a high level of expertise? Publish posts to your website's blog regularly to show that you're an expert in your field.
Do your customers typically want to see examples of past work?Provide a project gallery to showcase your previous projects, and supplement it with testimonials to reinforce trust and credibility.
Do you sell a product that your customers typically like to compare against other products?Provide a product comparison review that shows why your product is the better choice.
By providing content that your customers care about, you're not only satisfying their needs by answering their questions, but you're also giving them an avenue to find your website.
To ensure that your SEO strategy delivers the right traffic to your website, identify your target audience, select high purchase intent keywords your prospective customers will actually use, and provide them with relevant and useful content that answers their questions.
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WordPress takes center stage as one of the most manageable, accessible, and easy to use CMS solutions. It can become the front for a corporate website, a blog, a magazine, or turn into an e-commerce store. With tons of themes, extensive support, and useful plugins, it’s hard to beat WordPress’s appeal.
According to Tom Ewer, who wrote a post about statistics about WordPress usage on ManageWP blog, more than 48 percent of Technorati’s Top 100 blogs and over 74.6 million sites total (and growing) are managed with WordPress. Plus, there are more than 29,000 WordPress Plugins published already, with many more in development.
Meanwhile, the mobile device is the new Internet access point. Mobile already surpasses desktop usage, in fact more than 25 percent of all search queries are done on a mobile device. There is no denying mobile is big.
Still not convinced? Most companies are making a beeline to go mobile (and that includes the rush for responsive website).
If the statistics at Google Think Insights are anything to go by, consider this: NewEgg, America’s second-largest online retailer found traffic improved by 39 percent thanks to its new mobile website design focused on multiple screens. The Huffington Post reported a 37 percent rise in mobile visitors after refreshing their design, which now focuses on carefully picked content, speed, and an overall social experience.
An Infographics from SEOcial on Visual.ly reveals that mobile traffic now accounts for 16 percent of traffic. Yet, more than 66 percent of smart phone users are frustrated by the lack of responsive design and slow load times. Finally, more than 48 percent of mobile users complain that websites were not optimized for mobile use.
Certainly, you don’t want your users frustrated. You want them to enjoy the experience, visit your site often, engage with you, and to convert. If you are on WordPress, here are a few plugins (yes, there are plugins for almost everything when it comes to WordPress!) to help make your WordPress based website responsive:
A single plugin that can supercharge your website and give you a lot more than just a mobile responsive design. With over 33 specific features, Jetpack aims to be more than just a plugin; it wants to be the package you can’t do without.
Along with “Mobile Theme” – the feature you can use to optimize your WordPress site for mobile devices– there’s the ability of using contact forms, custom CSS, transforming your image galleries with Carousel, and much more. You can further customize your theme if you’re familiar with CSS and bit PHP coding.
JetPack also has site verification tools, “photon” for accelerating your site speed, and a direct integration with your Google+ page.
Ideal For: This plugin is good for you if you are looking free solution to make your WP based site mobile friendly.
Download JetPack Plugin
WPtouch Mobile Plugin
You just can’t ignore a plugin used by more than 5.5 million blogs. WPTouch Pro is a mobile response focused suite with a full-blown WPTouch Theme, which is about times times faster than responsive sites with touch enhancements (ready for multi-screen), and a crisp retina interface.
The WPTouch Plugin features “Infinity Cache” to make your website blazing fast using mobile caching. Images are scaled via CSS and the plugin delivers mobile-optimized images according to the device. WPTouch uses extensions (much like add-ons within a plugin) to help render separate content for mobile devices, along with the images and faster rendition mentioned above.
WPTouch Pro : Starting at $49
They also offer a premium version available with lot more options. You can check detail list of features and different pricing plans.
Ideal For: Those who are looking to give a unique user experience to desktop and mobile users. This plugin has an add-on (enable server-side optimization) that allows you to supply templates specifically designed for mobile devices by detecting a mobile device is accessing your site.
Requires: WPTouch requires WordPress version 3.6 or higher.
Download WPTouch Plugin
WP Mobile Detector
What if you aren’t sure whether your users are still on mobile or not? How can you possible cater to every page load request not knowing where the request originates? That’s about half of the world’s mobile user base, according to Gartner. WP Mobile Detector helps you with just that.
The plugin automatically detects the device accessing your WordPress website and loads a compatible mobile theme, depending on the device. It features advanced analytics, covers more than 5000+ mobile phones, formats content to suit mobile devices, and also comes with seven pre-installed mobile themes.
Ideal For: WP Mobile Detector is best choice for you if you have a non-smartphone audience. This plugin will detect whether request coming from a smart phone OR a standard mobile phone and loads a compatible mobile theme for even standard mobile phone users.
WP Mobile Detector PRO v2.6 : $50
The premium version of WP Mobile Detector PRO allows users to build a custom mobile theme with inbuilt mobile theme editor!
Download WP Mobile Detector Plugin
WordPress Mobile Pack 2.0
What if you want to take user experience up a notch and make your WordPress website look and feel like an app?
The WordPress Mobile Pack 2.0 allows you to package and deliver your existing content across platforms, operating systems, and devices. The plugin allows cross-platform access, a responsive user interface, a ready-made theme with six abstract covers, and post sync. It also allows you to customize appearance (including colors and fonts).
The theme also integrates into analytics and features a “full-screen” mode for those who want to access your “appified” theme on desktop.
Requires: WPtouch requires WordPress version 3.5 or higher.
Download WordPress Mobile Pack 2.0 Plugin
WP Mobile Edition
Pure mobile sites are even better than responsive design. WP Mobile Edition helps you to turn your existing website into a purely mobile version optimized for Android, iOS, and Windows.
The WP Mobile edition has a mobile switcher, which automatically detects devices while also letting users switch to whatever version they want (between desktop and mobile). The standard mobile theme is lightweight and quick to load. It also comes with device adaptation, smart formatting, full commenting system, and eight different color schemes. The theme is SEO-ready and is equipped with mobile advertising (in case you want to).
You can check mTheme demo here .
Download WP Mobile Edition Plugin
If you are looking to build a new WordPress website, you can skip these plugins and use DIY solutions such as Wix, Duda Mobile Website Builder and many other solutions available for you.
If you’d like to see whether you should take the effort to go mobile or not, maybe you should check out this Full Value of Mobile Calculator from Google.
The future calls for responsive or dedicated mobile designs, faster websites, optimized content rendering, and enhanced UX/UI. None of that is going to happen if users still have to squint, pinch, zoom, and swipe on mobile devices.
How fast does your WordPress website load? Have you used any of these plugins before? Did we miss out on any popular plugins? Share your thoughts in the comments below.
Featured Image: photo credit: JuditK via photopin cc , All screenshots were taken from WordPress.org on July 2014.
Author Note: Author doesn’t have any relationship with plugins listed in this article.
Founder & Strategist at Effectual Media
Hiren Ponkia is founder and strategist of Effectual Media, a leading local SEO and full services internet marketing agency. Hiren has built a diverse team of experts who help companies to improve online visibility in the major search engines through post panda/penguin advance SEO tactics, content marketing, and creative link building strategies. You can contact him on by emailing at firstname.lastname@example.org.
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