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How to turn your website into a lead generating tool

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Help! :) Hopefully I did a good job of impersonating every business owner first Monday morning. Now, don't worry I've actually been there myself and as a business owner I'm sure first thing Monday morning one of the first questions you ask is, how do I get more traffic from my website? Now it's not only just traffic, not only do you need additional traffic to your website but that traffic also needs to be able to convert. Now before you go blaming your website, it's not necessarily your website's fault or your fault, well, maybe not but let's talk about that. See the website itself is simply just a digital brochure. Unless that website is optimized, unless that website has clear call to action, unless there's content that actually engages the audience, then that website is crippled. And think about having the very best baseball player, the best slugger in the world, but you gave him a broken bat. And it would be very difficult for them to hit that ball out the park. Same analogy works for the website itself. So in today's discussion, we're going to talk about how to get your website to hit the ball out of the park.

Now that's going to be a combination of two different things that we'll briefly touch on today and that's on-site SEO and off-site SEO. Now again, as a small business owner, you know, I'm sure you've tried several different things from social media, from paid advertising, from blogging, from you know, communities for whatever the case may be and there's so many different options out there. There's so much noise. It's very difficult to determine what actually works best. As I mentioned earlier, hey, I've been there myself too.

About 10 years ago we started off as a web design company as our primary focus of just creating beautiful websites. Now in that particular period of time, we also needed to find a way to generate leads as well. So over the years I've done several different things to try to generate quality traffic from the website. Social media, paid advertising, organic, you know, studying this article, reading that article, watching this video, watching this video. Now fortunately for me my business actually involves web design, digital marketing, that industry sort of forwarded me the opportunity and time to try these different tactics. In your particular situation you may not have that time available or years and months available to learn these different strategies to figure out what works and what doesn't work. So allow me to, let's say make the process a lot less complicated and over all these years of trial and error let me give you this formula that's going to make the process easy. I'm going to give you simple steps that you can follow to get quality traffic to your website that converts. Eighty percent of our business now simply comes from organic traffic because of the strategies that we'll talk about.

On-page SEO

So first, we're going to get into on-site SEO and talk about on-site SEO. And for this we're actually going to head over to the computer and I'm going to show you my screen so we can talk about that in more detail. Hello and welcome to my screen. So as promised we're now going to talk about on-site SEO and some of the most important factors to help build authority within your website to make sure that the search engines can find your website, can index your website and also give authority to your website so on that next Google search, you can appear above your competition.

on-page seo

So let's get right into it. So if we take a look here, you'll see the content on page is one of the most important factors again, we're talking about on page ranking factors for SEO. So again content on page is one of the most important factors. And when we talk about content we're talking about not only written text but we're also talking about images, we're also talking about video and graphs, those things that provide value to the page, value to the reader. But as you're putting in content, you don't just want a bunch of words you want to make sure first of all that they are appealing and that you also have linked value in there, which we'll talk about and that your keywords are appropriately used throughout the content as well. And those keywords stand for the primary products and services that you provide to your audience that they would be looking for. So those are your keywords and your key phrases.

I'm also going to open up here to make sure that we can follow on properly so again content on page. All right, so let's go down a little bit. It also talks about good content if you see here. Right? On demand. So that content can also be in the form of blogging. So as you write an article, you can kind of think about that article or this is the content I'm going to put on the page, this is the content I'm going to put within the blog and then I'm going to link that content from the blog to that page and from the page to the blog. So you are providing that link value. You are providing that path. And again, there's more content here. This is actually off of Moz, They're an authority in SEO. I'll include a link and the description as well too. So if you want to read this article in more detail.

Now talks about my title tags, right? The title tags is a primary factor, a title tag would be like the heading that you give that page that's identified to the search engines. So for example, if you are a plumber in Miami, well your title tag would obviously apply to that, you know best plumbing service in Miami, Florida. As an example that might be your title tag. You may have a secondary page within there that talks about, you know, let's say garbage disposal. So that particular one could have a title tag, you know of repairing your garbage disposal, right? So again, it depends on what service you're providing and what page it is, but you want to make sure whatever the primary focus of that page maybe you want to make sure that it's included in there.

Your URL as you can see here, let's go there. So the URL is not just the URL of the actual website itself, but the URL of its page. So let's use a Dentist as an example. If you're a Dentist in Weston, Florida as an example, then obviously you may have a page within the website that talks about Invisalign. So instead of that page being as you see this example here, right? So, it could be, right? Dentistry and then Invisalign as an example. So instead of, if you look here you see like a generic URL that maybe created would be like so. Right? That generic portion of that URL gives no value to SEO. You want to make sure that that page structure, or URL structure is set up to give value to whatever the primary focus of that page maybe. And let's move on.So that's URL. And again this content breaks it down a little further for you. So SEO best practices. So here's a list of the best practices for SEO and let's kind of talk about those. So again, the title tag, the URL content on page image alt title. So the title tag, that's the actual title that you're presenting to the search engines to tell them what that particular page is about. Right? So, let's say for example if you are a mortgage broker the particular page that you're writing content for their different types of mortgage service. Maybe you're talking about VA loans. So that particular page would obviously be VA loans in South Florida as an example. The URL, your website address could be, would be that URL for the page as an example. Obviously the content in the page would talk about VA loans, it would identify the locations that you serve; it would have articles about the advantages of a VA loan, the process involved in the VA loan. So, you want good quality content on the page. Not only do you want it around the keyword, which is a VA loan, but other related terms that go along with that as well, too to build that page value.

You obviously want other than just text, you want images on the page, videos on the page, you want to engage the actual viewer that comes to the website. When you do put images or graphs or videos you want to make sure that you do also have the appropriate SEO optimization for those as well and for images that would be what's called the alt text. You want to give that image a title other than you know, DC14567 that's been identified by your camera or screenshot that you've been taking or image that you've imported into the website. You want to give it an actual title that describes what that image is about so that the search engines can pick that up and give more authority to the page. So very important.

So that was a quick overview of some of the best practices for on-site SEO getting your title tags, your URL, content on the page. A little tip for content, you know good quality content should be at least about 2,000 words or more for a particular page that's talking about a particular product or service. So you want to make sure that you're around that. If there's more content even better. But you want to shoot for at least 2,000 words is kind of what you're shooting for to make sure that it's in-depth content that you're giving to your viewer. That's going to help you when you rank in the search engines by providing more value.

So, hopefully this has been helpful to you and we're going to get back and we're going to talk a little bit more about the next component of making sure your website has authority so it can generate leads.

On-page SEO Recap

Now I know some of that information that we just discussed as it pertains to on-site SEO as you're talking about alt tags and we're talking about page titles, we're talking about link value and back linking, some of those things may be a little complicated but in our additional videos as part of the series, we'll break that down a little further. So now what I'll like to talk about, I like to talk about the next component which is off-site SEO as it pertains to a local business. So again, let's get to our computer and let's talk a little bit about that.

Local SEO - Google Map Rankings

Welcome back to my screen. So now we're going to talk about off-site SEO and really more of a focus on local SEO for a local business. I mean if you're a business that primarily serves a local market being your community, your neighborhood, your city, your county or Tri-County area then local SEO is for you. Local SEO consists of not only organic rankings that we'll talk about here but also the Google Map rankings as well too. Remember the last time you were on Google? Maybe you were looking for the hardware store closest to you or you're looking for a music studio or maybe you were just looking for that new Italian restaurant, right? You go on Google you search and then you get that Map listing, well that map listing is very important and appearing in that Map listing for the service you provide is also very important as well. Appearing in that Map listing would be a difference between getting a phone call and not getting a phone call. So let's talk about that.

So, let's take a look here on the page and we're going to talk about the most important factors as it relates to off-site SEO, local SEO. So, if we take a look here a local SEO, that's the Pack that would be the Map and that would be organic and you see that those factors are a little bit different for each.

local seo google maps

Let's first go into the actual local ranking for the Map. Let's take a look at that. Well number one, no surprise is the Google My Business signal since that is a Google product. Now setting up a Google My Business profile is easy enough just knowing where to go but what's important is not that it's just set up but that it's also optimized and some of our upcoming videos we'll talk about that a little further.

Next are your link signals. So, link signals are the actual links that are coming in from other websites of authority. So, that could be a Chamber of Commerce you belong to, a business group you belong to that has a link, talks about the products and services you offer or just has your link name, address and phone number. That would be a link value or even better it could be maybe an article that you wrote the talks about the services you provide, another website of authority may be linking to that because they like the content they going to share that with their audience. Those are link signals.

Reviews. Obviously in Google platform, you have the ability to review a business you want to make sure that you're not only getting reviews but that you're getting good quality reviews on a consistent basis. If you're having difficulty with that, or maybe if you got a couple of bad reviews, well, you can talk to us about that and of course that's called reputation management.

On page signals we discussed that earlier as part of this particular video. So that's what they're discussing there. On-site signals as it relates to local also has to do with appearance of your name, address and phone number in your website. You want to make sure that's visible to the search engine so they know the local market you're serving and also having quality links about your local market the name of the market you're serving throughout your content as well too.

Those are like directories, like a Yelp or Manta or a Yellow Pages, a Yahoo Local, a Bing Local, a Show Me Local, the navigation services that are out there, right? Apple Maps. These are all citations to list your name, address, phone number. Not only do you want to make sure that you have as many of those as possible, but you want to make sure that the information is accurate on all those as well. Very important, you don't want to confuse a search engines you want to build trust and authority.

Behavior signals has to do with how people engage with your product. Very important. How many people are finding your Google My Business as an example or finding organic listing that are clicking on that and then once they click are they staying there? Are they spending time or are they leaving? Or if they're leaving right away that's not a good signal to Google. That means that people don't like your content and they'll devalue your site. If people are coming to your website and they're engaged because you had video or because you have a graphics, because you have engaging content and they're staying then Google is going to know that hey people like your website. They're going to give it more credibility and authority and you're going to move up in the search engines.

Personalizations have to do with those things that you personalize, personalize content and images, things you do to kind of make your website stand out. And of course your social signals. Do you have social profiles first of all, and are you engaged in these profiles? Are you engaging by writing post on a continual basis?

That doesn't mean that every couple of hours you're doing there, but are you doing two or three posts, you know per week? Are you engaged? The more you can do the better, but at least are you engaged with your community? So that's important.

If you look at the organic, you see number one on the organic side are the link signals like we talked about here again, those quality links that are coming in from high authority sites, the on-site signals we talked about, Behavior we discussed, Google My Business, you simply see how the order changed from the Map listing to the organic listing. Again, citations, personalizations, reviews and social.

So, they're the same components but it different order meaning, guess what, you need to work on them all. But it also shows what's most important, right? So, where to spend your time building the most value as it relates to your Map listing and your organic so that way you can determine your time accordingly. And again, I stated I'll provide a link to this particular page in the description below. Obviously, if you need assistance with this, you can definitely reach out to us.

On-page SEO & Local SEO Recap

So, hopefully all of this is starting to click for you and maybe you're getting a little aha moments in that. We talked about on-site SEO, we talked about off-site SEO. Now you may have a clear picture of why you get the help every Monday morning because you're looking to get more leads off your website, you're looking to do more business so that you can grow your business, so that you can provide, you know, a paycheck for your employees, a better life for yourself and for your family. And follow these principles that we discussed today and that we'll break down further in upcoming videos will definitely lead you along that path.

So, please look out for our next video. We will break down the first component which is on-site SEO. We'll break that down a little further. If you're in need of assistance right now with your digital marketing, please reach out to us. You'll see our contact information below. Love to help you with your campaign, and of course for any of our viewers, we offer a free analysis of your existing website, of your existing marketing to give you suggestions on things you can do on your own or how we can actually help you. Thank you again.

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