3 Actionable Techniques You Can Use Right Now to Attract Search Engine Traffic

Previously, ‘falling behind’ had a different definition. Now; however, it means not ranking high on Google. You know how they say, ‘the best place to hide a dead body is page 2 of Google search’. In a rush of technologically evolving businesses, it has become one of the key concerns for the tech-savvy.

The goal is to gain more and more organic traffic from search results on the search engines. Organic traffic not only means more business in terms of sales but also it makes your website more attractive to advertisers because only an interested prospective customer would land on the website.

Traditionally people would buy traffic (PPC), but there are several downsides to that when compared to organic traffic. Although reaching the ideal level of organic traffic might cost you a bit in the beginning, in terms of hiring SEO experts and investing in SEO tools, it is a sustainable approach. This is because on the other hand; you needed to keep paying for traffic using PPC techniques.

Similarly, organic results have high click-through rates compared to PPC advertisements. This is because users doubt the credibility of advertisements and have more trust in organic results.

A few years back, I came across a small business owner who almost shut his business website down because he was not generating any leads online. Upon investigating further, he told that he had constantly been posting products on his website but never got traffic.

Conducting some research, I found out his poorly maintained website was the reason. He had no idea what search engine optimization was. I gave him a few SEO tips which made him realize he was at fault.

If you have read this far, it means you have a reasonable knowledge of SEO already. I know you are not here for basic SEO tips, which is why we shall discuss some more advanced tips that can help you proceed in your organic traffic game.

1. Broken Link Building

You must know that backlinks play a great role in the ranking of a webpage. In other words, more and more domains linking to your page means higher rankings on the search engine for your page.

So, what is a broken link?

Also referred to as a Dead Link, a broken link refers to a link on a page that does not work. Either the link does not exist anymore for some reason, or it is an improper (improperly inserted) link.

In a broken link building strategy, you find pages that have broken links and then suggest to them your link as a replacement for that broken link. If you want to go a step further, you can look for all the pages that link to that same broken link and then suggest to all of them, your link, instead. This is known as ‘Deep Broken Link Building.’

Let us briefly go through the steps of how you can do it.

Step 1. Find links pages, as they are the best place to look for broken links.

  • Use Google search term “keyword inurl:links.” This will give hundreds of results of pages containing links with your keyword in them.
  • Use simple Google results bookmarklet tool to get the results in a list form.
  • Use another tool to remove the duplicates from the list.

Step 2. Check for link ranking. Using a tool such as Ahrefs, you can find out the ranking of the domains and sort them accordingly. This would help you figure out which link you want to target first.

Step 3. Using SEO Spider tool you can now find which of the domains have broken links. It will also fetch the broken links from those pages.

Step 4. Using Ahrefs batch analysis tool, you can find out how many
domains refer to each of the broken links you just fetched.

Step 5. Using another tool, e.g., BuzzStream, you can reach out to all of the domain owners at once, who have a particular broken link on their page. Prepare your pitch well – the way you structure your email will decide if the owner is convinced.

2. Content Re-launch

Many platforms that provide SEO tips for beginners tend to miss out this important strategy. This is primarily because it is a relatively newer tactic.

This strategy involves optimizing your previous posts and then reposting them. This strategy has proven quite beneficial for some. A great example that set a precedent for many is Hubspot.

Let us discuss in the light of their case, how they increased their traffic by 106% by using their content re-launch strategy.

In the process they refer to as ‘Historical Optimization,’ they optimize their old blog content to make it fresh and up to date. This also includes better SEO and rectifying the mistakes in the past. So how old is old content? There is no set definition, according to them. It can be a week old or a year, or even more.

I will highlight how they went about it so that you have a clearer picture of what content re-launch is and help you construct your re-launch strategy.

Upon analysis of their posts from the past, they found that their older posts were performing better than the new posts. Another surprising element of the report was that they generated 46% of their leads from the top 30 posts, which only made up 0.5 percent of their total posts.

This led them to set their goals accordingly, considering two outcomes.

  1. To get more leads from high traffic blogs with low conversion rates.
  2. To get more traffic on the blogs with higher conversion rates.

This helped them identify their re-launch strategy. They figured the lowest yielding posts despite high traffic so that they could optimize them in a way to get more conversions from them. On the other hand, they found that the posts that had high conversions did not get much traffic. They could now optimize that post to gain more traffic and generate more leads overall.

This is why it is suggested that you not only focus on the new content but also make use of the old content and optimize it to get more traffic and more leads.

The image below shows the traffic on some of their posts before and after optimization.

3. HARO

Some of us still are not aware of HARO. However, it is the most powerful means for small businesses and entrepreneurs to gain media attention and be featured in press releases.

HARO is the acronym for Help A Reporter Out. It was formed as a platform for journalists and/or reporters to interact with the experts of a field, which they had to write for. Those experts, in turn, got PR opportunities from the journalists.

HARO has turned into a business and has evolved much more. You can make an account and start getting emails full of queries from reporters of well-established news platforms. This would not only help you interact with them, but you can also place backlinks in the content that you provide them, as your contribution. This would generate more traffic to your website or whatever webpage you intend.

Remember, though it will not sound like an impressive tool at first, backlinks from media sites are the strongest, as they reflect authenticity and credibility.

Tips on HARO

Given it is a big outlet – there would be many responses to a single query. You need to plan your pitch accordingly for your response to stand out. It requires a lot of patience to utilize such a platform.

  • Give them the exact response that they need, so that they do not have to edit it. When they find the content rich and useful, they will just copy-paste it along with your links placed in it.
  • Address everything the reporter has asked, and do not miss out an important point. Otherwise, your response will not stand a good chance of being used by the reporter.
  • Place the link wisely. An author’s bio is a good way to place a link to your organization.

Over to You

Do not undermine the potential that the worldwide web has. If you think your blog or business website is not generating as much traffic as it should, it does not mean you are in a bad business. You just have to let people know you exist, and it is never too late to do so.

If you are not already utilizing the power of blogs, do it now. They are a great way to highlight the pain points of the potential consumers and to present how your business solves them. Blogs also help your website rank higher in search results.

To begin with, you can use keyword research tools to help optimize your content. Do not let any constraints hold you back.

This is the right time, so take the first step, and you will see your business grow.


Bill Acholla

Bill Acholla is a digital marketer helping small business owners build their brand through content marketing. If you like this article, check out his business blog at Billacholla.com for more actionable marketing tips.

 

How to Use Content Marketing for Your Talent Search

The increased pace of globalization and the current health of the global economy are driving many companies to seek more strategic ways to acquire and retain the best talent available.

And a key way many companies are differentiating themselves from the competition is by using content marketing to search for and attract skilled workers.

Content marketing improves the strategic efforts of talent acquisition, increasing a company’s awareness and attraction to prospective employees.

So how, exactly, does content marketing contribute to improvements in your talent search?

The following list breaks down how content marketing can amplify your talent acquisition endeavours.

1. Showcase corporate culture

Many companies see the “About Us” section of their website as a simple tool to introduce their brand to website visitors. But for prospective employees, the “About Us” page highlights key information regarding company culture and existing staff.

Creating a fully-fleshed out “About Us” page enables your business to demonstrate reassurance that a prospective employee can be a great fit for your corporate culture.

This is easier said than done though. To craft the perfect “About Us” section, it helps to:

  • Acknowledge that it requires consideration and consistent effort as it must attract both prospective employees and potential customers.
  • Have individual employee profile pages aggregated across the page to attract unique talent.
  • Encourage each current employee to personalize their own biography page.
  • Let your employees do the “talking” as this will capture and attract the attention of unique talent.

2. Encourage employee participation

To go further than a simple profile page hidden within your website’s “About Us” section, encourage your current employees to provide cameo contributions to several of your brand’s content channels. Whether it’s through social media, blog posts, white papers or other publications, offer opportunities for your employees to present their impressive content skills.

If your employees are enthusiastic about the company and its corporate culture, this will shine through in the content they share. Passionate employees attract like-minded talent. Nurture this desire to share their love for your brand through content, and you may find a larger, higher quality pool for your talent acquisition purposes.

3. Employ interactive content

Technology is transforming how today’s talent discover new opportunities. The rising demand for skilled professionals bestows a certain degree of power to prospective employees, changing the dynamics of the job search. The run-of-the-mill career site won’t attract the discerning candidate – not anymore.

  • Use graphics. Visuals are a form of content that can be used to draw interest from highly qualified talent and help your business stand out from the crowd.
  • Produce and share videos highlighting employees, corporate culture, and core values. Videos are one form of interactive content that is becoming increasingly important in converting prospective recruits.
  • Use other forms of interactive content to effectively grab the attention of candidates:
    • Fun quizzes
    • 360-degree video tours such as Facebook 360
    • Employee Q&As

Each of these various platforms provides candidates with a glimpse of your company culture, enhancing attraction, improving the candidate experience, and increasing retention.

4. The importance of ROI and measurements

Any marketing campaign will require measurable returns on investment to ensure the success of your efforts. When using content marketing as a recruitment tool, set up analytical software to track conversions and point to sources of traffic.

Understanding which marketing channels attract the highest qualified candidates provides strategic insight into where your efforts must be directed to relative effectiveness.

5. The benefits of marketing automation

As an important digital tool, marketing automation can serve to eliminate certain mundane tasks associated with marketing campaigns or initiatives.

Certain mediums of content marketing can be automated with marketing software and distributed through the right channels to the right candidates at the right time. Automation can make the most out of your content and give it context, generating quality candidate leads and nurturing a talent’s potential interest in your company.

A key recruitment driver

Content creation is a powerful marketing tool that can serve many purposes within your company. In the case of talent acquisition, content marketing can be a key driver to successfully attracting and converting prospective candidates.

Use the actionable takeaways above to implement a recruiting strategy that will attract candidates and proactively transform passive viewers into qualified, active leads.


A passionate recruiter with more than 12 years in the executive search industry, Payal Bhatia is an international headhunter and business partner for RM & Associates in the MENA region specializing in the FMCG, retail, telecom and engineering sectors.

6 Simple SEO Tips for Carpet Cleaning Online Marketing

To realize increased traffic and sales from the Internet, your website needs to be optimized for the clients you’re targeting and also for search engines to increase the chances of quickly increasing your sales. In fact, Internet marketing is one of the most effective ways to use when your primary goal is to get more carpet cleaning leads. Being in the field of carpet cleaning, you may at times wonder why internet marketing could be a goldmine for return on investment (ROI). Below are a few reasons to help explain to you why:

Budget-friendly

If we were to compare internet marketing for carpet cleaning to conventional marketing, then you would realize that internet marketing and SEO offers a lower cost per lead (CPL) than it’s opponent, conventional marketing.

Efficient

Have a look at other methods, and tell me who would market your services twenty-four hours a day, seven days a week, without complaining of being tired, or at times not being in the best state for marketing your business. The Internet will market your services throughout the day and night, without getting tired, no matter the time of day.

Flexible

While making use of tools such as email automation and list segmentation, Internet marketing will target potential clients based on where they lie on the customer’s journey so that the marketing is rendered efficient as well as automated.

Other than the above, the Internet will also be a platform for your leads to first do research before making their purchase decisions. All in all, whether you want to get started with carpet cleaning marketing using the Internet, or you need to improve on it, you’ll need to use SEO. Let’s have a look at SEO and what tips you can use to benefit from it the most.

SEO for Your Website

Think about SEO as a technique to attract a large crowd to your business with the hope of turning as many individuals from the crowd as you can into potential buyers or users of your services. In short, the main agenda here is to get web traffic, which will create leads so that you can turn these leads into clients and revenue for your business.

Once used “black hat” tricks used in the past are not relevant now with the rise of Google’s smarter algorithms. Nowadays, making your website easier to navigate and more user-friendly will help your overall SEO. The following are the tips you can use to optimize your website:

1. Easy to use navigation

Strive to achieve clear and sensible navigation for your site. Create a menu item and a page for every service you’re offering, such as “Carpet Cleaning” and “Upholstery Cleaning.”

2. Use Page titles

Let your page titles communicate what your page is all about. In short, try to let the readers and search engines get an overview of what your page is about. It’s always a good idea to include your keyword and location together in the title. Below is an example of what a Vancouver carpet cleaning company uses.

Vancouver Carpet Cleaning, Upholstery & Rug Care Experts at Refresh

You can see how “Vancouver” and “Carpet Cleaning” are at the beginning of the title. Plus, they’ve added other services they provide into the title.

3. Use the most relevant and original content on your site

Have you heard the term “Thin Content” somewhere? Well, that term could be describing what’s damaging your website when it comes to the ranking of your website. “Thin Content,” as far as page ranking is concerned, is content that you may have copied from other sources, or content with a low word count. Strive to achieve at least 500 words for each of your pages, while making sure that all of your content is relevant and original. Failure to do that might result in your website’s rankings decrease in Google’s search results, and you’ll have only yourself to blame.

4. Make use of descriptive alt tags with your images

Adding images to your pages is necessary, especially when you want the readers to have a clearer idea of what you’re trying to explain or sell. Unfortunately, search engines can’t “see” pictures in a detailed way as we humans do. They need to read what the images are about, which is why descriptive alt tags are necessary. Plus, those with visual disabilities use screen readers to audibly read web pages and image alt tags to describe what the images are.

5. Study your inbound links

These are the links to your website that are posted on other websites. You need to examine the links for authority and relevance by making use of platforms like SEMrush for analyzing links and more.

You may also decide to join your local Chamber of Commerce which may offer you a link to your website. Local Chamber of Commerce sites have good authority and relevance for the area where your business located. After you’ve joined a chamber and paid the required annual fee, they will likely list your site on theirs. Such a strategy may be a worthwhile considering all the click-throughs you may get from that one single source.

6. Use Meta Descriptions

Meta descriptions inform visitors and search engines about what your webpage is all about by placing descriptive pieces of information on each page, which appear on search engine results pages. Make use of Meta Descriptions to complement the use of things like page titles.

The above tips should help you to get started with your Internet marketing and SEO activities. Make sure that you are also informed about other factors including keywords that are related to your industry and location of your business.