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 client.
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 results.
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.