Search engine optimization is not just a quick, one-time process; it takes time and constant tuning to stay at the top of the rankings. Yes, you can drive your traffic levels beyond belief and think you may have hit the end of the line. But have you really done everything possible to drive traffic to your site through natural search?
Let's examine a few options for turning up your traffic levels dramatically.E-Commerce Sites
If we look at e-commerce as a market, for example, you could easily have 70 percent of your visitors coming from tail-based traffic. You can easily identify these terms from simple experimentation with your pay-per-click campaigns. Alternatively, if you have a site search engine, make sure you are storing the search queries. These keywords can be very helpful in extending your tail.
Assigning the keywords to the tail can be a difficult process. It requires tracking the pages where these key phrases end up, which takes an immense amount of logic to scale appropriately. This is the key to being able to assign these keywords back to the content they match. After this assignment, you can put together a database. Create a process by which the keywords can be placed on the product pages to provide enough content to match the keywords to these pages. The keywords should in no way be overused to degrade the quality of the page, as it must be a seamless integration.
To ensure this process scales, take random samples to ensure the pages are producing quality results. It is possible to use user-generated content to supplement these phrases in order to build credibility and ensure they belong there. However, user-generated content is not that easy to simply build in. It requires a community that can be extremely difficult to create.Lead-Based Sites
If we examine a lead-based business, the automation model will not work. Yes, you can track the keywords based on your site search engine data; however, lead-based sites typically lack enough content to tag and match keywords automatically. Thus, a manual process must take place, creating custom content pages around the phrases in a logical order that will make it easy for visitors to navigate through.
The worst thing you can do is to create an impressive article and then bury it away from the home page. If you cannot logically find a spot close enough to post your article, consider creating alternative ways for getting to the same content. The organization of your content can really help with your rankings in general and, most importantly, will add a level of quality to the user experience.Cross Navigation
Think about how you can string pages together, whether it be a product page, a spec page, or simply an article. Your cross navigation is critical to your rankings, and you can drive an incredible level of importance per each page with an appropriate cross-linking strategy. However, make sure you do not cross link irrelevant and/or useless information. Search engines can identify themes that do not belong together based on the topics and keywords the page contains.
Consider some of these ideas before sitting back and thinking you have done all you can do. If you run out of ideas, consider bringing in an outsider to help you innovate. There is always a possible upside; however, make sure you are not robbing one project to feed another because you might wind up spinning your wheels for no reason.
Meet Your Favorite Search Engine Watch Contributors
Many of SEW's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Thom Craver, Josh Braaten, Lisa Barone, Simon Heseltine, Josh McCoy, Lisa Raehsler, Greg Jarboe, Dan Cristo, Joseph Kerschbaum, John Gagnon, Eric Enge and more!