3 Expert Tips to Improve Your Website
Everyone would like more visits to their websites – whether you are a blogger looking to get people commenting on your posts or a well-established company looking to grow your digital presence – without visitors a website is nothing and won’t contribute to your goals.
But increasing traffic to a website quickly can be expensive – paid advertising on Google or Facebook will certainly drive more visitors but at a cost; and without an expertly planned campaign those visitors may not be well-targeted so the return on investment (ROI) could be low.
Another option is search engine optimisation (SEO) which tends to have a better ROI than pay-per-click ads but it takes time to have an impact. Both options can work well together in a combined digital marketing campaign but will still need a sizeable budget.
Clearly then, any sort of digital marketing campaign requires investment but it is possible to do some of the work yourself to keep costs as low as possible, and to ensure that the visitors you do have are converting well.
Here are just 3 expert tips from the SEO Consultancy Ditto Digital that will help your SEO and digital marketing efforts and boost web traffic.
Well-researched, interesting content will attract and engage visitors so it is essential to produce good, unique content on a regular basis, preferably weekly but at least once a month. Don’t overthink what to write about just get started and write naturally for your audience. Later on you can go back and edit the content to better optimise it for search engines but to help you get started just think about your readers not the search engines. And if your budget is too tight to buy professional stock images to enhance your content then a good pro tip from the guys at 9BlogTips.com is to use UnSplash.com for free, attribution-free images.
Page Titles & Descriptions
You may have heard SEO professionals talk about meta-data but initially all you really need to worry about are 2 simple pieces of metadata: the page title and page description. You need to make sure that every page on your website has a unique title and description. The title and description appear in the organic search listings so this is the chance to encourage people to click on your website when they’re searching.
The Page Title appears as a clickable link in the search results (usually in blue) and the Page Description (or meta desc) usually appears under the Page Title in the search listings. Note, however, that this is not guaranteed and search engines like Google can, and do, sometimes choose to display text from the body of the page that it feels is more relevant.
Together the Title and Description will impact the number of searchers who click on your website (your Click-Through Rate or CTR) so try experimenting with different versions and monitoring your CTR in Google Analytics to see the effect.
If your website has been built with WordPress then there is the SEO plugin Yoast that will help you set this up easily, but it’s equally easy in any other web-builder or CMS.
Improve On-Site Metrics
Do you know how well existing visitors engage with your website? Could you gain more customers from your existing visitors without actually increasing visitor numbers?
The way to determine whether there is an opportunity to optimise your conversion rate is to check your data in Google Analytics. The key pieces of data here are:
This is a measure of how many people leave the first page they land on without visiting any other pages on your website and is an indication of the level of visitor engagement. Although there is an average across the whole site it is more important to check the individual bounce rate for your most important pages. It is a percentage value and the lower it is the better so if you are seeing values in the 70’s, 80’s or 90’s then there is definitely room for improvement.
Pages / Session
Similar to bounce rate it measures visitor engagement so you would expect to see and average of at least 2 or more.
Average Session Duration
Sometimes referred to as Dwell Time it shows how long an average session lasts. Whilst this can vary from website to website, clearly, the longer a visitor spends on you site the more likely they will be to convert into a customer.
To improve all of these metrics add clear calls-to-action (CTAs) on your most important pages.