Frantically watching the phone, then your email, then the phone, then analytics and back to email. Nothing! Absolutely nothing! Furious, you call your web developer. “What happened??” The redesign was supposed to bring more leads and profit. What happened?
You hired someone who makes beautiful websites. But your website is not a piece of art to be admired. It is the central hub of your inbound marketing. You hired an artist when you needed a marketing strategist. But, if your website, like many, is on WordPress, then there is good news. A good inbound marketing strategist can easily work with your current platform to reignite your online business goals.
Getting more visitors to engage on your site is known as Conversion Optimization or Conversion Rate Optimization (CRO). Inciting more engagement should be part of your strategy and will be covered in a different post.
Why SEO first?
Starting your WordPress SEO services immediately is critical. It should be the first focus for several reasons:
- Your URLs probably changed and Google isn’t sure how the old pages map to the new pages
- If your URLs changed, other websites that linked to yours are no longer sending valuable referral visitors to the right pages
- Critical markup that help Google understand the purpose of individual pages may be missing
- Or the markup is there, but not optimized for your visitors’ intent and highest traffic
Addressing the changed URLs is time critical. Owners of other websites that link to yours may remove the links if they notice the link is no longer valid. You don’t want to lose the valuable referral traffic from these other websites. More importantly, Google interprets that as a drop in the value of your content and you suffer a drop in the search rankings. These links (also called back-links) are life blood to your inbound marketing strategy. The first step of WordPress SEO services will be to preserve the backlinks.
Did your web developer say your site was SEO friendly? If so, this is probably where they stopped. Some don’t even handle the backlinks.
Handling the tricky details of WordPress SEO
Execution of the technical site structure is the next step. Since you are using WordPress, much of the work is already done. But, install the Yost SEO plugin, make your sitemap visible, choose your www vs. non-www preference and execute a few other technical details. This is one place where a WordPress SEO service expert can help, because the details can be tricky.
Driving quality traffic to your website doesn’t happen by chance. You want a lot of people searching on your product or service. Just as in traditional marketing, effective inbound marketing takes figuring out where your customers are and how to communicate to them. Getting front-page space on Google takes careful planning and execution.
Addressing real needs with real content
You want to address real needs and real questions by your customers. Plan to write 2 blogs a week to 2 blogs a month. This may sound like a nuisance, but what effective marketing plan is easy? Your WordPress SEO Service will give you guidance on subjects, but you are the subject matter expert. You should write the articles. Your agency’s copywriter can do final edits once you provide the valuable content. Make sure the SEO makes the content understandable to Google and publish it for the world to see.
Inbound marketing is seed-planting
You can see there is a lot involved in growing your inbound visitors. Launching a new website is just part of the equation. Converting those visitors to customers will be handled in the next article on conversion optimization services. Having a solid inbound marketing strategy is like any other marketing. Give it the time and resources it needs and see your business start growing.