There is an ongoing trend that is undermining the digital and search engine marketing efforts of businesses, no matter what industries they are in.
They start with good intentions and a solid strategy, devoting a lot of time and effort to building their profile with search engines. In general, this gives positive results: they will start to rank well for certain competitive keywords, and a good chunk of traffic will start to come from organic search results.
When this happens, many businesses become optimistic and begin to devote even more resources to search engine optimization (SEO).
Then all of a sudden disaster strikes: progress starts to slow down and organic traffic stops growing.
This “SEO plateau” affects almost all businesses that use search engine marketing as part of their marketing strategy. Getting past the plateau is one of the biggest challenges for online businesses.
How to overcome the SEO plateau
Hopefully, your business has already achieved that magical combination of strong content and high rankings through SEO. With your strategy in place, you don’t have to put in a lot of effort to keep things on track.
At the same time, you might start to notice diminishing returns. Maybe your organic traffic isn’t increasing as much, or your ranking for the most important keywords is stagnating.
If so, there are a number of steps you can take to improve your SEO performance. Consider adding the following tactics to your strategy.
1. Identify new keywords and create content to rank them
When you rank well for particular keywords, it’s a sign that search engines have identified your website as an original and valuable source of information.
Take advantage of this opportunity by creating content around keywords that give you more visibility and drive traffic to your site.
If you only track the ranking of top keywords related to your industry, you are potentially missing out on a lot of the search volume, which is mostly made up of long tail keywords, according to most SEO experts.
Source: Advanced web ranking
If your content ranks well for competitive keywords, it’s very likely that creating content that targets long-tail (and therefore less competitive) keywords will also get you high rankings quickly.
Use tools such as Keyword generator and Ubersuggest, and check out forums, such as Quora and Reddit, to see how audiences are talking about topics related to the areas in which you want to establish yourself as a thought leader. Then write and post content related to those topics.
Once you find the copy, take advantage of the cornerstone content approach to improve your positioning at more competitive conditions.
Also identify the keywords for which you rank near the top, either somewhere around the fourth or fifth position in the search results, or near the first page, in the 11th or 12th position; use Google Search Console to help you keep track. Review your content on ranking pages and look for opportunities for improvement by adding more backlinks which will improve your ranking.
2. Guarantee better search results in the SERPs
Many people don’t realize how important the look – the “look” – of content is in the SERPs (search engine results pages). It can be helpful to think of SERPs as a marketplace where people come looking to “consume” a particular product (or just get information), and where all of the pages that rank for a particular term are the merchants.
No matter where they are in the market, which is how close they are to the top of the SERPs, some pages do better than others at convincing people to click on them.
Aim to improve the way your content appears in the SERPs if you want to get more organic traffic. Work on improving your meta titles and descriptions, and be sure to benchmark your efforts against your competition.
Also look for ways to enrich your content; schema.org can give you some ideas that will point you in the right direction.
SERP click-through rate (the proportion of people who see your content and click on it) is important not only because it attracts more traffic to your site, but also because search engines use it as a signal for their algorithms. classification.
3. Aim for multiple rankings
You may have noticed that some websites rank with more than one piece of content for a particular search result.
While you might need to focus your efforts on ranking a single piece of content for a particular keyword, getting multiple rankings would be ideal.
4. Target customers throughout the buyer funnel
Many marketers choose to focus on targeting main terms with their SEO, which is a solid approach since these high volume keywords are known to convert. The downside to primary terms is that they are probably part of your competition’s SEO strategies for the same reason.
Focusing on these terms also means that you are targeting only those prospects who are likely further down the funnel of the buyer’s decision-making process.
At the same time, it usually takes several interactions with prospects before they become customers.
Use this fact to your advantage by employing the content mapping technique, which helps you create content that targets the same type of potential buyer at different stages of their buying journey.
5. Target a wider audience
While you probably have a good idea of ââwho your customers are, it won’t hurt to analyze your customer base to see if there are any customer segments that have potential for growth.
Examining the audiences your competition is reaching, along with the combination of keywords, content types, and messages they use, will also provide you with valuable insights and ideas for growing your audience.
6. Analyze default traffic funnels
Most of the major analytics services, including Google Analytics, allow you to track data relating to how visitors use your site, including where they land, how long they stay, what their “path” is on. your site from page to page, and how many convert them to email subscribers or even customers.
Use this information to find the most profitable user flow on your site, determining which pages get the most converting traffic and the best ways to close the sale with them, for example.
When you have a better understanding of this aspect of your business, you can invest more of your resources to drive traffic to these pages and improve their content.
What is a guaranteed way to cross the SEO plateau? Continuously create new, high-quality content.
Improvements made to search engine algorithms in recent years have allowed them to achieve considerable sophistication; therefore, as Google and its competitors become better at determining the quality of content, they will be even more willing to adjust their algorithms to reward sites that go the extra mile.
Cultivating the habit of listening to the audience and understanding how their needs and priorities change is especially important for marketers. This will keep you one step ahead and give you more ideas for creating new content to improve your SEO performance.