This post: The Not So Obvious Truths About SEO, is for business coaches and consultants who would like to learn more about how to turn their website, or their clients’ websites, into a lead and sales generating machine.
How do you attract your ideal clients to your website?
You need traffic to your website and it’s no secret that optimising your website for search traffic is a fantastic way to go.
“70-80% of users ignore the paid ads, focusing on the organic result”
In this blog post we will cover the following points:
- Search optimising your website IS NOT a guaranteed traffic generator
- The keywords you want aren’t always the right keywords to go after
- The key secret to getting the RIGHT search traffic
Optimising Your Website For Search Engines IS NOT a guaranteed traffic generator
Here’s the truth.
Using SEO (Search Engine Optimisation) on your website IS NOT a guaranteed source of traffic.
Even if you manage to increase your ranking and end up first in Google search results, that doesn’t mean that you’re going to end up with a steady stream of website visitors.
Plus, being first in search engine results does not EVER guarantee more clients and more sales for your business.
“Google only loves you when everyone else loves you first”
Why Doesn’t Being Number One On Google Automatically Equal More Sales?
Your Keywords Are Too General
If you’re at the top of Google for the keyword “business coach”, you probably expect that to translate into more traffic and more customers for your business.
There are up to 100K people a month searching for the term “business coach”. If you were able to attract just 2% of that amount to your website, that would still amount to 2000 clicks!
2000 website visitors! But, we have no idea why are they searching for “business coach”? Are they buying or selling coaching? Are they browsing or getting ideas? There’s no indication of what they want and why they have visited your site.
Broad keywords aren’t always productive, they’re really hard to rank for, especially when their use is not part of an overall outcome based strategy.
“SEO leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate”
Your Keywords Are Too Precise
For example, “london based business coach” could theoretically effect your local search ranking, but how many people are actively searching for that?
We at FunnelPress believe in focusing on a local geographic area if you’re target clients live in and around your place or work or residence. This could be extremely useful if you provide a physical (as opposed to digital) service but we don’t believe that you always have to think local.
Using keywords that are too precise could effectively limit the number of people that “stumble upon” your business.
Most businesses incorrectly assume that their customers know exactly what they’re looking for…or that the words that you use to describe your services and products are identical to those used by their prospective clients.
Where Most Business Go Wrong When Using SEO
Research, research and research some more! It takes a little of your valuable time to research the right keywords for your business.
“Today it’s not about ‘get the traffic’ — it’s about ‘get the targeted and relevant traffic.”
It’s pretty useless to use your business name as a keyword. I mean, unless you are Nike or Virgin Airways, people are probably not searching for your kind or services and products using your business name.
Most of the time, people are searching for a specific something but may have forgotten (or do not know) the correct website address.
But, typically, people are searching or ‘Googling’ questions to help them with problems and needs.
They either have a problem that they don’t want or something they need that they don’t have.
- How do I get more clients?
- How much is a a good affordable mattress?
- How do I get a pay rise?
- What’s the best way to record a call on my mobile phone?
- How can I earn more and work less?
Understanding What Your Customers Want to Learn and Know
The Not So Obvious Truths About SEO
SEO is not about meta data or adding keywords into every page and blog post on your website.
The focus of your SEO strategy should be helping people get the information they need to solve their problems and achieve their goals.
Help them solve the problems they have that they don’t want.
Help them get the things they want (and need) that they don’t have.
If you want to use the internet to grow your business you need to create content that provides answers for questions that people are actively searching for.
SEO isn’t about pleasing Google or understanding algorithms, it’s about creating valuable content that people want (and need) to read.
So How Do We Do This?
Create a Consistent Blog Post Structure
Having a consistent blog post structure is a very effective way to create content that is easy to:
- Read and digest
- Index in search engines like Google
If you struggle to create an effective blog post format, feel free to use ours (Free Download – No Optin Required).
Posting regular content is key to building trust with search engines and your customers alike. A posting schedule is easier to stick to when you’re writing regular content.
We find writing two blog posts a week and only publishing one is a great way to give yourself some space when you really can’t write anything.
Feel free to follow our blog writing schedule:
Day 1 – Brainstorm five basic questions or things that your prospective client needs to know (see “Choosing Topics” below)
Day 2 – Pick two ideas and write out the outline for both blog posts. Use our framework.
Day 3 – Write your first post
Day 4 – Review, edit and your publish a post
Day 5 – Write your second post and schedule it for another time
Choosing topics is probably the easiest part of creating content. You have three main areas to find ideas.
- Google your own topics and industry and look at what other businesses are writing.
- Search forums, groups and boards for questions that your customers are asking and talking about. LinkedIn, Facebook and Quora are great for this
- Brainstorm ideas that you want to talk about. Think of a few broad topics and then write down more specific titles and sub-topics for blog post ideas
We actually find it helpful to not keep everything idea that we think of. Once we have brainstormed a pre-defined number of ideas (e.g. five ideas).
The number one not so obvious truth about SEO is you; should just focus on writing content that people want (and need) to read.
BONUS TIP: Don’t forget to update and submit a new website sitemap to the major search engines. Every time you publish new content (although you can automate this – or we can show you).
The most importantly, SEO doesn’t have to be hard.
If you’ve got a process and a structure, you will rank your content really quick. You just need to stay committed to the process.
We have a dedicated e-book to help you create conversion-focused content for your website, that your readers and prospective clients will absolutely love.
Improve Your Website
Not sure where to start improving your website for Google AND your readers?
What if we could give you a detailed checklist of improvements to help you rank on Google faster?
If you’re serious about getting more traffic from using strategic SEO to improve your website then download our ebook: Digital Marketing For Coaches.