When you want to drive traffic to your website, you’re going to start hearing a lot about technical and on-site SEO (search engine optimisation). While it’s incredibly important to invest in this as a foundational part of your strategy, there’s a lot more you need to know. They simply aren’t powerful enough on their own.
Technical and On-Site SEO is Your Foundation
Again, we aren’t questioning the value and importance of technical SEO and on-site SEO, but we are saying you can’t stop there. Think about them as the foundation of your web traffic strategy.
The internet is rife with advertising that tells businesses that it’s a cure-all that will achieve all your web marketing goals. But in most cases the results aren’t going to be what they should. So, let’s get into exactly what technical and on-site SEO is and what they can and can’t do for your business.
What is Technical SEO?
Technical SEO is an industry term used for all the SEO processes that take place within the structure of your website, making it easier for Google to crawl through your web pages, index them quickly and understand them in order to place it more relevantly in search engine queries.
What is On-Site SEO?
Also known as on-page SEO, this is the process of optimising the content on your website’s pages to increase rankings and ensure they’re relevant to the right internet users – the people most likely to be your customers.
The Basic Benefits
So, what does this type of optimisation get you? Quite a lot! By going through these processes, your website benefits from:
- Improved site speed and page load speed
- Improved indexability by Google and other search engines
- Improved website architecture
- Strong internal linking
- Removal of errors/bad quality links/non-functional pages
- Improved mobile-friendliness
- Search engine-friendly meta content
- Removal of bad SEO content (out-of-date SEO that can incur penalties)
A lot of these improvements are significantly meaningful. They improve user experience and make your website user-friendly on a wider range of devices, and they help people find your content more easily when they are looking for a solution you provide. With just these two search techniques, you’ll see improved volume of traffic, improved traffic quality, reduced bounce rates and better rankings.
What You Need in Addition to SEO
As you can see, SEO is very helpful. But there are certain things that it cannot help you with that you will need in order to have a comprehensive and complete digital marketing strategy. Two of these things are quality content and links/authority – two ranking factors highly-prized by Google.
- High-quality content: Content creation is an essential pillar to your ranking and web traffic strategy and Google keeps pushing their algorithm to value it more and more as competition between businesses online intensifies. A clear, well thought-out content strategy focuses on providing original, well-written information and insights into the challenges your target audience faces. Researched keywords are woven into this content naturally to optimise it. This content is highly functional and can take a huge range of forms from video and podcasts to eBooks, blogs, social media posts and paid advertising. This is the most time-consuming section of your strategy, which is why many businesses struggle with it. Outsourcing this to a talented content creation team is worth considering as it brings significant long-term rewards.
- Website authority: Website authority is exactly what it sounds like – establishing your brand as the one that consumers should listen to, over your competition. Essentially, search engines want you to develop a strategy that sets your brand up as an expert, an industry leader, and a specialist. Your SEO can’t help you here if there’s medium to heavy competition, so you’ll need to boost your website authority by includinglink building (to gain links from related websites, to encourage others to link to your content), content marketing outreach (to work together and share content between related business), and improving social media signals(creating content that is liked, shared and engaged with).
This is What a Complete Digital Strategy for Web Traffic Looks Like
So, what should your business prioritize and where should you start? As SEO and digital marketing specialists, we’d recommend that you start with technical SEO based on solid keyword research to build a strong basis for the rest of your strategy. The next step would be to use that keyword research along with target audience research to develop your own original content for your website as well as your blog and social media accounts. This content should include links to related authorities (not competition) as well as relevant pages on your website itself.
After that, there’s no time to relax. It’s all about keeping current with the latest and most advanced SEO opportunities as well as monitoring and re-evaluating your website’s performance through analytics.
If you’d like to ensure that you have the best digital strategy in place, it’s worth to chatting our team. We’re a holistic digital agency in Melbourne offering end-to-end digital services for small, medium and large businesses. If you’d like to know more about what we can do for you, please contact us today.