Free Search Engine Submission and Site Promotion

It’s never easy to stay on top of the SEO
game, and it’s getting harder all the time. It is imperative that an SEO agency does everything they can to
keep their clients happy by utilising all the tips and tools available to them.
Today we are going to look at three tips that can be used to optimise a
client’s SEO in 2021.

In the past, keywords were considered as
one of the most important aspects of successful SEO. Unfortunately, this led to
‘keyword stuffing’, in an attempt to drive more traffic to company websites.

This has led to Google placing more
emphasis on ‘behavioural analytics’ as opposed to just keywords. It has become increasingly
necessary to focus on the way your target market behaves online, and it is vital
that you take this into account when putting together an SEO strategy for a

What Exactly Is Behavioural Analytics?

Behavioural analytics is a recent
advancement in analysing and reacting to the behaviour of customers and
generating data on how they engage with a website. The data goes beyond the
typical metrics of ‘monthly users’ etc., and delves deep into the “what”, “how”
and “why” of consumer behaviour. It provides invaluable information and
insights a client needs to grow their business.

Over the last few years Google has been
shifting its emphasis on to understanding the intention of search queries and
prioritising personalised SEO. Google’s RankBrain, an algorithm rolled
out in 2015, was considered revolutionary in how Google search results were
determined, by better analysing search ‘intent’.

It works by analysing complex long-tail
keywords and linking them to previously encountered search requests. In other
words, it connects unknown key phrases to known key phrases and topics that
relate to them. When a link is clicked on by a user, RankBrain will use
various metrics to analyse how happy a customer was with the results given.
Metrics such as “time spent on page” and “bounce rate” are just a couple used
to analyse the quality and the relevance of the search results. The behaviour
is then analysed, and search results adjusted next time the searcher has the
same query.

Another algorithm rolled out in 2019, took
this analysis one step further. BERT (Bidirectional Encoder
Representations) was designed to assist computers to understand ambiguous
language in content, by using the surrounding text to establish context. Its
primary purpose is to provide searchers with accurate and relevant search

An update released in January 2020
furthered Google’s efforts to move away from keyword based SEO. Google advised
website owners to follow the ‘E.A.T’ rule – Expertise, Authority and
Trustworthiness – and not to put all their efforts into keywords. Those who
ignored this advice found that they fell behind in terms of reaching the top of
SERPS with their traffic steadily showing signs of decline.

With the days of keyword SEO deteriorating
at a rapid pace, it is essential that you optimise with behavioural analytics
at the forefront of your mind. Here are 3 tips to get you started:

#1 – Make ROI the Focus, Not Traffic!

While this may sound counter-productive considering
the main reason for spending time and money on SEO is to increase traffic,
having 100’s of visitors to your site but very few conversions is ultimately
not really going to grow your client’s business. By focusing on ROI (return on
investment) you are placing your efforts into attracting quality and relevant
traffic that is far more likely to buy your client’s product or service.

To aid in achieving this, you must use
behavioural analytics so that you can accurately analyse the behaviours of the
target audience.

#2 – Swap Keyword Search With First-Party Data

Although keywords play an important role in
building topical authority, they should not be the primary method of attracting
relevant and high quality traffic.

First-party data is data that the SEO
professional must collect from their client. It is information regarding how
those visitors interacted with the site, what they were looking for and whether
they found what they wanted.

For example, a dentist may receive a large
number of enquiries on teeth whitening; how much it costs, what side effects
there are, how long it takes, etc. By analysing this data, you can improve your
client’s current content by creating a FAQ page, encompassing all the
anticipated questions based on previous enquiries. This in turn will attract
more quality traffic and help to improve your client’s ranking position.

3# Retain Existing Clients

Research suggests that it costs five times
more to attract a new customer that it does to retain one. This makes the
creation of “post-acquisition content” an absolute necessity. Not only will it
assist in retaining custom but quality content
creation will also contribute to the SEO strategy
as a whole.

This is not an easy feat and will require
some extra time to listen carefully to the customer’s needs and suggestions. It
is important to understand what drove the customer to the site in the first
place; what they did and didn’t like about the site; if all the key information
they need is readily available; and what improvements could be made.

By creating post-acquisition questions, users are able to access information quickly and easily after the sale, making it more likely that your client will retain their current customer base.

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