A winning Search Engine Optimization (SEO) strategy is built on traffic. Everyone knows that, right? But what kind of traffic are you growing on your website? That is the real question. After all, all traffic is not good traffic. So when drawing traffic to your site, you want to ensure you’re drawing the kind of traffic that will explore your site, share an affinity with the content on your pages, engage with the contact apparatus and, with any luck, convert.
Qualified traffic is the kind of traffic that does just that. When qualifying leads in the broader sales process, marketing people want to learn more about those they reach out to. Asking questions about their industries, their interests, their income are all fair game for lead qualification. But you can’t do that with SEO. So your content must do the work for you by being specific and targeted toward keywords your ideal audience my use in their online searches.
Keyword targeting is audience targeting and that qualifies leads. Creating content that is overly broad brings a broad audience to your webpages, audiences that may or may not have an interest in your work.
So supporting the effort to bring qualified traffic to your site incorporates specificity. Content built on specificity zeros in on the interests and needs of your specific audience.
Say, for instance, you manage a law firm website and you are looking to attract individuals who are online looking for a local personal injury attorney. Drawing qualified traffic via good, informative content would then involve focused blog posts, for instance, on what to do in the wake of an automobile accident. Publishing content that specific will target questions in Google search like, “What to do when you’ve been in a car accident.” That’s specificity.
Titling your article with the same search string as the question you’re targeting goes even further in matching the content you’re providing with the audiences you seek. Of course, if your content doesn’t actually fit the title, if it doesn’t answer the question it poses, it will send your visitors packing and your ranking plummeting. So be careful out there.
The more specific you are with providing solutions to meet your specific audience’s needs and questions, the more you target a qualified, interested and engaged audience and power real SEO potency in your strategy.
If you would like to know how a comprehensive SEO audit can help ferret out any issues that can contribute to a high bounce rate on your site, call Proctor Digital at 773.664.5819. We’d love to help!