By Ben Cooper, Digital Strategist at Web Hands Marketing
With search traffic thought to drive somewhere in the region of 75% of B2B traffic, it’s vital to get your website ranking and generating leads.
There are three main areas of search engine results pages in which your site can appear:
- Paid ads
- Local listings from Google My Business
- Standard organic listings
So, let’s work backwards, starting with:
- Basic website optimisation
Identify what you do and communicate your proposition clearly. Specify in plain language: what type of agency you are, and where you’re based.
Through keyword research*, lay out a top-to-bottom hierarchy of keywords for which your prospective clients search. (*For some free search data, try Ubersuggest.)
This is an opportunity to rank for other services that you offer. The more pages that rank in search engines, the more opportunities you have to get in front of a prospective client.
Create content that people want – that’s useful, informative and expert. It can sit under blog/research/updates/news – whatever you want to call it. Your blog content must fill a known need (verifiable through search analysis) for information. DON’T always use it to sell.
“53% of visits are abandoned if a mobile site takes longer than three seconds to load.” – Google.
Keep on top of the technical side of your website – get someone to check in on page speed, structured data and error page spotting as these are all factors that can help or hinder your site’s ability to rank. A mini site health check once a year is necessary.
Through Google Tag Manager/Analytics you can track key user interactions on your site – like newsletter signups, social media icon clicks, and crucially email/phone number clicks and enquiry form completions.
These can be attributed to marketing activity to see where your enquiries/leads are actually coming from.
Pro tip –
Include your location(s) in your messaging and optimisation. While you may want to rank globally, if you’re based in London the vast majority of searchers who’ll find you will be London-based and have local intent (will be looking for a London agency).
Google My Business
Set up a Google My Business account. It’s critical to make sure you get your category right, then fill out all relevant info (name, address, phone number must be consistent and match Google Maps), add photos, encourage reviews and keep it regularly updated (including posts).
The majority of search visibility in a crowded market will be through your Google My Business listing, not your website.
Once you feel you’ve got your SEO game down, and your website is generating and converting lots of lovely, qualified organic traffic, you can think about moving on to paid search.
The opportunities to drive relevant traffic to your site are practically endless. You can target people making top-level searches (‘type agency + location’, say) or specific service offerings (‘type service + location’). Or you could bid on terms with information intent – driving users to tips/advice/thought leadership, and showcase your expertise.