SEO Tools Archives - Page 2 of 3 by Mark Murnahan

Improve SEO Return on Investment (ROI) With Simple Math

I share a lot of information about marketing topics and SEO (search engine optimization), but I realize that many people still wonder if SEO is real or just make believe. I have a pretty good idea of why this is the case, and I will share that with you. It is usually due to a history of low return on investment (ROI) for their SEO efforts, or a fear of low ROI for future SEO efforts. This pretty well covers it in basic terms.

Let’s face it, if you knew that you could hand a dollar to the search engine optimizer and they would hand you three dollars back, you would go to great lengths to get your hands on more dollars … to hand over to the SEO. So, what in this world would ever hold you back from that? I will venture an experienced guess. It is mostly a concern of whether you can actually see a return on investment, right? You want to know there is profit in the future, before you spend money on something you may or may not fully understand.

I am going to give you some simple math to help you understand and improve ROI of SEO in your business. I will also provide tools to help you measure your market potential. I hope that you will pay attention and use this to your benefit.

A big step to achieving this good math I speak of is to use mathematical logic in your marketing and stop fussing about low budgets, drained bank accounts, or anything else outside of these more important numbers of how to grow your profit. You see, this math will be lost on deaf ears unless you can overcome your own obstacles surrounding effective marketing. If it is mathematically sound, and a better answer for your business, it is your job to do what it takes to achieve better results.

The first thing to understand will be the potential value of SEO to your business, and then realize that SEO is extremely measurable. Thus it carries a very low risk when it is done well, and done completely.

How Much Potential Business is There For You Online?

If you are not yet aware of your market potential, we must get past this part. Do you have something worth marketing? I wrote an article on this not so long ago titled “Things You Cannot Sell Online“, but the list is pretty small. My wife even sells wedding cakes online … and lots of them! She does not take the orders online, but because of her online presence, she is busy enough to turn away customers every day.

If you are not clear on how much business is available to you, try using a tool like SpyFu, WordTracker, or Google’s keyword tool to find out how many people are searching for what you offer. Once you have some idea of the potential, which is likely more than you would expect, and even more than you will discover in just a few minutes of effort, it is time to turn it into an increase in your business.

Turning Market Potential Into Real SEO Numbers

Using basic figures, let’s consider this: If your average customer is worth an extra $50 to your business and you know that one in every 1,000 exposures to your business will bring you a new customer, you can see how 100,000 exposures to your business will be worth $5,000. This is easy so far, right?

Now, what if you could relatively easily raise some of these numbers? Which will you raise first? Maybe a better marketing message could reduce that one in 1,000 exposures to one in 700 that becomes a customer. That same number of visitors would be worth over $7,100.

What if there was an even easier way to improve your ROI? What if you had better market segmentation and a more targeted audience searching for exactly what you offer? Then, it may mean you earn a customer’s business once in every 500, 250 or even fewer exposures. That could add up pretty big.

Now, let’s consider increasing volume. What if you could realistically multiply your traffic just by moving up one or two positions in search results? Do you think that is impossible, improbable, or just doesn’t happen to people like you? Well, let me comfort you a bit by saying that it is clearly definable in the math, and it is quite achievable, too. Somebody will be there at the top of every search, and it is not just by luck.

It is true that where you are listed in search engine results for any given user’s search will have a huge impact on your reach and your ROI. Just how much does your search engine position relate to exposure to your brand? Allow me to explain it with math.

Using Simple Math to Improve SEO ROI

Let’s consider some very reliable numbers to help you increase your SEO return on investment. These are not sketchy make-believe numbers. These are numbers which are widely accepted and observed across the industry.

First, second, and third positions returned for a search receive over 50 percent of users’ clicks.
First page search positions receive over 90 percent of users’ clicks.

Now think about this: It means that if you are in the top three search results, you can expect that over half of the people visiting a website when performing the particular search will land on your website. On the other hand, if you are on the second page, you can expect a website visit from only a minuscule number of people searching for the given term. The way the math works out, if you are number seven and there are 10,000 monthly clicks to websites from searches for a given phrase, you can expect 2-3 percent of the search users to visit your website on average. That means 200-300 visitors for that search phrase each month, whereas the top of the list can expect over 5,000 by being just six spots above you. Now try plugging that math into the examples I gave earlier about value per customer, reaching a better audience, and the potential profit.

It really is true that you can have many times the number of people looking at your website and checking out your offerings, simply by moving your search engine rank upward. Sometimes, it is just a small move that keeps you away from success, but do you know which terms you are almost successful with? I hope this is some pretty serious thought for you, because you may actually be on the edge of success, but you do not know it or know what to do with it.

If you are concerned about the ROI of search engine optimization, the first place to look should be whether you are almost there already, but only doing it part-way and ending up somewhere down the list. If you budget and plan for top 20 ranking instead of top three ranking, you will often waste money and risk wanting to slash your wrists sometime down the road. On the other hand, if you plan and budget for top three ranking, you will shoot coffee from your nose while laughing on the morning you walk into your office and see all the new business coming in.

Reducing the Competition Can Raise Your ROI

Another place to look for better SEO ROI is in the pieces your competition left behind. If you are only focused on highly competitive keyword phrases but only making it to the second or third page of search engine results, you are likely thumbing your nose at a lot of money. Two reliable solutions are to do more of what it takes to reach the top, and also refocus some of your effort toward lateral keywords which are more achievable and can be snatched up by the thousands. Yes, by the thousands!

For example, searches for terms like “lateral keywords“, “SEO meta tags“, or “how to sell SEO” (which, by the way, has a lot to do with being able to do it well) will show my articles in the top of search engine results. Although these items receive a lower volume of searches than other keyword phrases, they are valuable because there are thousands of phrases like these where users find my websites … and your websites, if you choose to embrace your lateral keywords.

Less competitive lateral search terms are often very specific to the users’ search, which means they are more precisely getting what they want. It is a winning solution which can often dramatically increase the ROI of SEO. Oh, and I want to repeat that there are thousands of these potential search terms just ready for you to sweep in and rank at the top.

ROI Requires Investment

Yes, return on investment requires investment. Are you surprised?

I see it every day how a potential client will flinch at the cost of good SEO. In fact, depending on how serious they are about increasing their business, I am lucky that some of them don’t stroke out and lie dead before me. I would really hate to administer CPR to somebody before the check is written, but I have come close a few times. So to minimize the risk, I try to have some good numbers to explain the process and benefits of SEO done well.

If you do not have an investment, you surely cannot expect a return on investment (ROI). This is pretty simple to understand. I realize how scary an investment can be. It is especially scary when it is something that you do not fully understand. I hope this has given you some thought on how you approach your search engine optimization efforts and how to increase the ROI with some very basic math.

Now after all this math, can you believe there are actually trained and experienced SEO for hire who can do all this for you and minimize your loss of ROI? It is a crazy thought for some, but you want to increase your SEO ROI, and I am sure you will try to use this information wisely.

Here are two more articles you may appreciate that discuss marketing cost:

Please be sure to add your comments.

*Photo Credit to Acid Wash Photography via Flickr

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Is Squidoo Good for SEO? Likely More Than You Think!

Is Squidoo good for search engine optimization (SEO)? The short answer is “Yes!” The longer answer involves how Squidoo can help to improve your search engine ranking.

First, for the uninitiated, I will explain that Squidoo is a service which allows for creation of topical pages. Squidoo calls each of these pages a “lens”, and the lenses you can find on Squidoo cover a great deal of useful information. Your lens (or lenses) can include any topic you like, and in fact, I have a Squidoo lens just for that. It is titled “SEO, Social Media, and Other Stuff Murnahan Likes“, and it includes RSS feeds from some of my blogs. That means more syndication of my content. This is a good thing, although the RSS links are not very useful from a search engine optimization standpoint. It also includes RSS feeds for commenting services I use, such as my Disqus profile and Intense Debate profile so people can see things I am commenting about on other blogs. It makes a nice aggregation of things I like and things I am up to. The possibilities are vast, and Squidoo has a lot of nice modules that are easy to customize.

Squidoo Helps SEO, But Not How Others May Tell You!

There is a whole lot of speculation and contention regarding the SEO value of Squidoo. Just as with most services with any search engine optimization value, there are many dirty attempts at SEO using Squidoo. This does not mean it is overrun by spammers or that it is not still valuable. I simply point this out because I do not suggest tagging yourself as the next great SEO expert by trying to make Squidoo your platform. It is just another tool, and I recommend being respectful of the Squidoo community.

You may think I try to make the very best use of each tool to improve my SEO. I do enough that people often ask me if I ever sleep, but I do not hold any tool in high enough regard that I would call it my “silver bullet.” There are some social media and social bookmarking sites that I see more benefit from than others, but each of them will have some degree of importance. Squidoo is one of the services I like very much. However, I will openly admit to shamefully under-utilizing Squidoo. Like my father told me, “do as I say and not as I do.” I do as much as my days and nights will allow. As time runs short, we are each guilty of neglecting to do some of the things we know we should be doing. In my opinion, Squidoo is one of those things we should both be doing, and doing better.

Squidoo Backlinks Help SEO

One benefit to Squidoo for your search engine optimization is incoming links to your website (backlinks) from your Squidoo lens (or lenses). I know very well that Squidoo links are valuable for SEO, but in case you are skeptical, I will show you just one way to measure them. I invite you to check the incoming links to this very blog, using SEOmoz Open Site Explorer. If you check my incoming links (yes, click this), you can see that Squidoo is listed with a “Page Authority” of 63 and a “Domain Authority” of 87. That is a worthwhile link, and one which should not be ignored. In the link above, I narrowed the report down to where you can easily find Squidoo in the results. It will look like the image below.

With enough links, such as I have explained here, it does not take long to start seeing better results in search engine results and more link authority for your site.

My SEO tip for you today is this:

Squidoo should not fall into that list of things you neglect. Take the time, today, to give a closer look at Squidoo and judge for yourself.

Squidoo Lenses Rank Well in Search Engines

Another example of the usefulness of Squidoo is of course how well the lenses (pages) rank. There is little mystery about the potential for making a Squidoo lens rank well for a target search phrase. You can often find popular lenses among the top results for popular searches. Although I do not use Squidoo for this in my own internal SEO, I have done so for client projects and witnessed a reasonable level of value in it.

I do not rely on any single SEO tool too heavily, and I do not recommend that you do that, either. There is not a short list of SEO tools and tricks that will make you famously successful with search engines. No, I am sorry, but that list of important SEO tools is long … very long. You should never place all of your SEO energy in only a few places, but instead use a wide range of resources. At the same time, I would submit to you that even if it took you the rest of the day to set up your Squidoo account or to add another Squidoo lens to your existing lenses, your day would not be wasted. By the end of the day, you will have become more efficient using another SEO tool that can give you more visibility to your Squidoo lens, and additional relevant links from Squidoo to your website.

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6 Ways to Improve Search Engine Ranking in Under One Hour

When I think of all the things I do to improve client’s search engine ranking, it is enough to make a non-SEO and non-geek’s head spin. It all gets so complicated and geeky that there should be no wonder why many SEO will not shake your hand unless there is money in it.

Today I want to offer you a fast, free, and easy to understand list of actions you can take right now to improve your search engine ranking in under one hour. I don’t mean an hour per day, an hour per week, or an hour per month … one hour, and that’s it. Then you can go back to doing things you enjoy. I even broke these steps down for you in maximum increments of ten to twenty minutes, but none of them should take you that long to complete. That is, unless you don’t want to take my word for it and you need to do a whole bunch of extra research to see if I just made this all up to trick you.

This is not intended to be an all-inclusive list of SEO tricks and tips to put the SEO industry out of business (I still want to earn a living, after all). This is just sixty minutes we are talking about here. Sixty minutes that will count! So, here it is … a list of six ways to improve your search engine ranking in under one hour. Better yet, it will only take you a few minutes to read this.

Improve Search Engine Ranking, Minutes 1-10: LinkedIn Links

Add a link to your website on LinkedIn. LinkedIn can provide valuable link relevance for your website that search engines will recognize. If you do not have a LinkedIn profile, set one up right now. It will take less than ten minutes, and it will be worth it. It is simple, and even if a squillion people do not see it, search engines will, and they will follow the link to your website, thus improving your authority with search engines. This goes for many other social networking sites as well, but the clock is ticking and we only have an hour to get through this list.

If you already have a LinkedIn profile and you have your link on your profile, that is great. You are not off the hook, though. Update your LinkedIn status with a link to a compelling page of your website that others maybe have not already seen, and that search engines may not have not already seen. You can automate this process with a service such as Ping.fm or others, which offer updating of multiple services. Update each of your social networks with the latest content from your website, unless you are ashamed of it and you want to keep it a secret.

Improve Search Engine Ranking, Minutes 11-20: Google Profile Links

Add a link to your website from your Google Profile. If you do not already have one, it is very simple to set up, and the value of the links on a Google Profile are fantastic. They may not look very fancy, but Google Profiles are a good place to be sure your links are present. You may add multiple links, and I suggest adding some of your top priority links that you want people or search engines to notice.

In case you are not familiar, here is my Google Profile and you can create your Google Profile here. If you do not already have a Google account, the setup is simple, and it offers many other tools, but we are keeping this under one hour.

Improve Search Engine Ranking, Minutes 21-30: Link to Social Media Profiles

Create links to your social media profiles from your website. This not only allows others to communicate with you more closely, it will add link relevance to your social media profiles, which already link back to you. You may think that social media profiles all come pre-built with link authority, but it is not entirely true. Some seem to be valuable almost from the beginning, but others can use a little help. Linking to them will boost their link relevance (which you should want anyway), and when they link back to you the wonderful circle is complete. Don’t worry, it does not need to be as elaborate as my list of social networks, but your website should link to some of your most used social networks.

Your social media profiles already receive link relevance from outside sources, and you probably already made certain that your profiles are relevant to your business. Whether your business appears in searches by way of a social network or to your site directly, you still win. You win even bigger if they are cross-linked, sharing and boosting authority for the same topics. This is making sense now, right?

Improve Search Engine Ranking, Minutes 31-50: XML Sitemaps

Create or update your XML sitemap. Since I want to keep non-geeks from going googley-eyed and falling asleep, I want to explain that this is easier than it sounds, and is important to help search engines index the contents of your website. XML sitemaps are not the kind of sitemap that people use to find their way on your site. They are a kind of sitemap which is used only by search engines.

If you have a WordPress blog (as many millions of people do), simply add the massively popular Google XML Sitemaps plugin to your blog. It is a free plugin, but it is definitely worth a donation to Arne Brachhold for his efforts and your time saved. Roughly 3.8 million people have downloaded this plugin, so don’t be silly and say that it is way too hard to use.

If you do not have an XML sitemap because your antiquated website does not generate sitemaps automatically for you, then use an online sitemap generator to crawl your site and create one for you. Once it is created, simply upload it to your website and then add it to your Google Webmaster Tools. Yes, you already have this, because you have a Google account. You were paying attention to minutes 11-20 above, right? Great, then you already have a Google account, and you can follow the simple directions from Google about creating and submitting XML sitemaps.

I gave you 20 minutes for this one, just in case you need it. The clock it ticking, and you can do this!

Improve Search Engine Ranking, Minutes 51-55: Feedburner Feeds

This assumes that you have an existing RSS feed, but even if you do not, you can create RSS feeds and still get a lot done within this hour. Create a Feedburner Feed, and do not skip this part, because it is a big one. It will only take a tiny little bit of your time, but it is extremely valuable. You can create a Feedburner feed here. Just look for “Burn a feed right this instant” and enter the link to your feed (usually something like http://awebguy.com/feed).

The links from a Feedburner feed are quite valuable, and since it is suggested that you link to your RSS feed from every page anyway, it only makes sense that you should link to a feed with all the SEO usefulness of Feedburner. Plus, if you have great information to share, odds are good that you will also benefit by having people subscribe to your feed, which is the more obvious reason for Feedburner. See my Feedburner feed for aWebGuy.com to see what the feed looks like. It allows users to subscribe by email or RSS, and there are many Feedburner options that you may tweak later. In fact, the email subscription forms on my blog are Feedburner subscription forms. We are going to keep this under an hour, so for now let’s just be excited that you will have those awesome links pointing back to your website from Feedburner.

Improve Search Engine Ranking, Minutes 56-60: Blog Comments

You now have just four minutes left, so let’s make these count in a big way! I want to preface this by saying that you should never, under any circumstances spam a blog comment form. It is a huge point of contention among bloggers and it is very rude to the blog owner. At the same time, it is not only very acceptable, but also very appreciated by bloggers (me included) when readers leave their productive or considerate comments. It does not have to be a perfectly crafted work of art, but it should be relevant to the article.

You may be shocked to know the value of your comments on a reputable and popular blog. When you add your URL (web address) where it is asked for in a blog comment form, it creates a link. Somehow between absurd rumors that “nofollow” links do not provide great value in search engines and people’s hurry-up, scan-and-click way of Internet life, the tremendous link value of a blog comment is often overlooked.

Although I would discourage focusing on blog commenting as a cornerstone tactic in your SEO efforts, adding your comment to a blog post can greatly increase your website link authority over time. Doubt me if you like, but you read this far, and there is surely a good reason you found this article. This blog has significant link authority (see SEOmoz mozRank), and if you comment with courtesy to my blog and my readers, your link will be right here for search engines and people alike to follow.

Improve Search Engine Ranking BONUS Minutes: Content Sharing

If you finished the list early, the next big step would be to create some website content that is worth sharing with others on social media and social bookmarking sites. When people share a link to your website because you provided something useful to them or that they think will be useful to others, it is extremely valuable to your search engine ranking. (Hint: Something like this article. ;-))

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SEO Meta Tags: Oh, You Must Be Another SEO Expert!

I was on the phone with a new prospective client just yesterday and he brought up the use of meta tags. I immediately felt like a time machine had just sucked me back to the 1990s when search engines gave attention to the meta keywords tag. The topic of the meta keywords tag comes up once in a while, and each time I think to myself “somebody really suckered you bigtime, buddy.”

I find it really hard to comprehend how some people imagine that something simple like meta tags will make a real difference in their website ranking in search engines. It is as if they think they have really out-smarted all the technicians over at Google, Yahoo, Bing, and etcetera, with this cool trick called a meta keyword tag.

As long as there are people who ask “do meta tags help with SEO” there will be plenty of people to con them out of their money.

Why can’t the meta keywords myth just die? There was a day when a good SEO could outsmart a search engine with tricky little tactics like this, but how can somebody in 2010 really think that there is such a simple way to outrank billions of other pages vying for search engine rankings? Do these people really think they were the first on the scene and they have uncovered the golden key to the Internet? Come on … anybody smart enough to tie their shoe should be able to reason this out with just one little “duh, I guess this kind of makes sense” moment of reality-checking.

I still hear people talk about meta keywords from time to time, and more often than I like. I guess maybe it is just some people’s way of trying to sound like an expert. Maybe they will sound like they did their homework if they can start a discussion of meta tags when they call the SEO. Seriously, is that what people think my job is as a search engine optimizer … to strike up some good keywords and feed them into the back door of Google? That is either totally absurd, or so brilliant that I want to choke myself for being so dumb I didn’t think of this sooner. Perhaps all I really needed to do all this time was add some meta tags to my websites. Gosh, I have wasted so many years of my life creating useful and amazing website content that people link to and share with others. I should be punished for being so slow to catch on to this one simple fix that could have made me the king of Internet search. I guess maybe all of the SEO lessons that I have authored over the past decade and a half are useless.

OK, enough of the sarcasm … I had my fun. The fact is that although you will still see sites using the meta keywords tag, it is as my grandpappy would say: “about as useful as teets on a boar hog.” For those of you big city folks, that means boobs on a boy pig. They don’t feed the piglets, and meta keywords will not feed you, either.

Google’s Matt Cutts on Meta Keywords

There has been so much speculation of the usefulness of meta keywords that if we were sitting in a bar, I would curse like an angry sailor to make my point. My wife says that makes me sound less intelligent, and since we are not having beers together, I will just give you good solid references. Here is what Matt Cutts from Google has to say on the topic of meta keywords. In his words, “we don’t use that information in our ranking, even the least little bit.”

Here is another interesting article that I found from Search Engine Land about meta keywords.

When Meta Keywords Mattered

There was a time when the keywords meta tag mattered to search engines. It was designed to help search engines understand the overall emphasis of the page. That was a great idea to make the Internet easier for search engines to index all of the Web’s content. A few search engines even chose to use the information, but that only lasted just a short time before people started trying to attract searches for Brittany Spears and Madonna to their completely unrelated website about treating bedsores. It never really worked all that great, because above all, search engines have always read the visible text of websites, and the links pointing to the website. By the way, invisible text (text that is the same color as the page background) is also a huge mistake that a few idiots still think is a good idea, but that is another blog post.

If you really think that something so easy as a meta keywords tag is going to drive traffic to your website, ask yourself how logical that really sounds. If some slick talking SEO somewhere convinced you that meta keywords will help, take your money to the grocery store now, before that slick talker takes all your money and leaves you hungry.

Which Meta Tags Matter?

There are a couple meta tags that actually matter, so don’t just assume that all meta tags are totally useless. The meta description tag is quite important, and is often used to display a description of the page in search engines (unless there is more relevant on-page content to display). The “robots meta tag” will direct search engines to follow links on the page or not, and whether to index the page or not. This is also why we have a “robots.txt” file. The “Content-Type” meta tag tells computers the character encoding of the page. Yes, there is useful meta data in a web page, just as with any other computer file.

While I wonder why the keywords meta tag myths still circulate, I think it must just be because people want to sound smarter than they really are about the SEO industry. If you can make it sound like some really advanced programming skill is involved, it must be more important. I mean (in a booming voice) “meta keywords tag” sure does sound “techie” and important, right? So why do they even exist if they are not used by search engines? I think it is simply because of habits and lingering myths that most of the meta keywords tags on the Internet still exist. After all, there are still some meta keywords right here on my blog. I guess mostly because I have been too lazy to remove them and they don’t actually hurt anything. However, if you look at the source code on this page, you will not see a keywords meta tag, but I assure you it will still rank really nicely in search engine results.

If you still just must decorate the behind-the-scenes head section of your website, here is a meta tag generator that I wrote sometime back in 2001 or earlier. I do not know an exact date off hand, but I was able to find it in the Internet archive at archive.org from Jan 2002 (hilarious archived version). Maybe you will find it to be a cool tool, but just don’t count on those meta keywords to feed your family.

Google Website Marketing: How to Improve Website Traffic

Have you ever taken a moment to consider what people are really looking for when they come to your website? Of course you have, right? Maybe you have tried some keyword research tools and done your best to discover as many lateral keywords as you can possibly optimize. What may be surprising is how many customers you are missing, and the relatively simple reasons why. I want to give you some Google website marketing ideas for how to improve your website traffic, and optimize the traffic you already have.

Let’s take a look at two types of website traffic that come from a Google search. I will call them “first-search” and “second-search” website traffic. Both are important, but most companies are too focused on one to even recognize the other. Their loss may be your gain!

Website Visitors Google What They Want!

I see a lot of companies scramble to be found in a Google search for what they sell, without enough consideration for the real reasons people are searching. I wish I had a dollar for every time somebody told me “we are in Google” and they think that is what matters. They may even be well ranked in Google for their product or service, and still be missing a huge number of potential sales. This often happens because much of their website traffic is from second-search users (I will explain in a moment) and competitors searching to check out the competition. I don’t know about you, but in a lot of industries, the competition is not the best target customer. Now, that is not true for every industry, because other SEO and Internet marketers are good clients for me (SEOs see “How To Market SEO and Vertical Internet Marketing“). I actually want to be a great resource to my “competition”, but for most people wanting to improve website traffic, the competition is not their best target.

Improve Website Traffic Through First Search Not Second Search

What is this “first search” and “second search” thing that I am writing about? An important Internet marketing factor that a lot of people do not measure or understand is that many people who search for something perform multiple types of searches. I will just give two main categories to explain this. I will call them “first-search” and “second-search”.

First-Search Website Traffic: First-search traffic comes when people search for what they want. If their toe hurts, they may search for “big blister on toe” as a first search. It helps them get direction. They want to know what to do with that big blister, and maybe what caused it. They are researching. They are not quite sure yet just what they want or need, but they are trying to find their way. Once they know their way and learn the industry-popular terminology and can refine a search, then they will use a second-search approach to filter through the available solutions.

Second-Search Website Traffic: If you are a podiatrist (foot doctor), you may feel that it is just great that they can find you when they search for a podiatrist, but what if you caught them in the first search? Wouldn’t it be more likely that if they found you in the first-search category that they will see you as a greater authority when they discover you again in the second-search? Then, once they figure out they need a podiatrist you will be a more likely choice to help them. Doesn’t this seem like a great idea to be an authority in both searches? Of course that makes sense, but do you think you are accomplishing the task? For most people, the answer is no. This includes your competitors.

Increased website traffic and better Google rankings are not the only things that matter. I could go into the topics of search conversion (getting more people to click on your website once they find you in Google listings) and website conversion (getting more people to take action once they are on your website). Those are both great topics for other articles, but what I want you to think about here is how to improve website traffic by answering people’s problems. In order to solve their problem, you will have to look at the core of your business. What do you do? I don’t mean looking at it as “practicing podiatry” but rather “we help people with sore toes who want something to help toe pain.”

As you notice the heading of this page states, “Google Website Marketing: How to Improve Website Traffic” and that is what I am here to tell you. “Google website marketing” is my example of first-search traffic, and it reaches my equivalent of a person with a sore toe. Once they learn more about my industry-specific terminology, they refine their search to compare solutions. For example, “reasons to blog” or “compare SEO” may be second-search considerations, because now they have a better feel for what they need.

Improve Website Traffic by Knowing Your Return Visitors

There is often a huge disparity between what a company hopes people will search for and what actually creates more business. I find that for many companies, even when they know what people search for, they often only mimic the competition by targeting the second-search users. They know that these second-search users become customers, but often ignore whether they are actually returning visitors who found them previously. Any business should target people who search for their product … the actual things that they sell. It just makes sense. What is too commonly missed is the website visitors who are actually returning first-search users, or otherwise knowing where they have been before they came to you. They may have been highly influenced long before the search term that you recognize as important. Imagine the value in knowing what they looked for the first time and honing in on those search terms. All of this is measurable, but many people just overlook the importance.

If you analyze your web server logs, your Google analytics, or other website analytics tool to find what people search for when they find your website for the first time and match it with the returning traffic, it may surprise you. Sometimes a better target is to reach people searching for the solution to a problem. Then, if you do not make them a customer in the first-search, you can be there for the second-search when they want to compare you to the competition. Analyzing your website traffic logs and giving close attention to returning website visitors can tell you a lot about what drives people to buy from you. If you are not paying attention and taking appropriate actions, you will miss a whole lot of customers.

A Real-Life First-Search and Second-Search Example

Many people find my websites for things like “compare SEO“, “lateral keywords“, “h1 tags“, and “Google SEO Starter Guide“. I rank nicely in searches for the things I do. However, I often find that some of my best clients came from first searches that were less industry-oriented, but then returned to my website as a result of a much more sophisticated search that shows they have done their homework. Reaching these readers in the first-search phase and repeatedly being there through their learning process is invaluable to me. Monitoring for these trends is important.

Maybe you rank nicely for your industry terms, too, but it is sometimes not the things that you do or sell that your best buyers will initially find you for in a Google search. If you improve your first-search exposure, you may find it a lot easier to reach the second-search buyers.

So, what do you think?