You’ve completed the Getting Online phase and your site is all organized, filled with content and ready for visitors. Now, wouldn’t it be great if people just automatically found your website and you had instant swarms of traffic? Although possible, it’s not likely. Instead it’s time to buckle down and actually get the word out.
Some are going to plow ahead right through this category, and some are just going to dabble in it. But the Getting Noticed phase is not something that you can just dabble in. This is the engine that’s going to take us to where we can get those results.
The first component in the Getting Noticed phase is the Targeting and Keywords component.
We first need to identify who our target audience is – specifically – very specifically. Then we need to find out where they hang out in their questions, problems and pain points.
How does what we offer solve those problems? The information that we gather here is going to help us find out what phrases they are using in the search engines to find solutions. These phrases are called keywords. Keywords are going to guide us in the wording that we use in our content that we mentioned back in the Getting Online phase.
But in order to be effective our pages need to be readable and understandable by both people, out target audience, and the search engines.
That is the process of optimizing our content, or the SEO process, or search engine optimization.
We’ll be tweaking our web pages so that the search engine spiders will fully understand what our content is saying and be able to decipher what our pages are about and how to index them in their database.
Which leads me to the Off-Site Strategies. That’s the next component in the Getting Noticed phase.
Not every piece of content that we create is going to go on our website. Nope. We’ll be taking some of it and publishing it other places. And those other places are where our target audience can be found. For instance, on social media sites like Facebook and Instagram, LinkedIn, Pinterest, Twitter, even YouTube
And we’ll be posting graphics, text and video to engage with our audience in groups and on forums.
Now many are tempted to post a bunch of marketing blab in these posts. But we all know that we just ignore that stuff, right?
So the content we’ll be posting is helpful content with value to help draw our audience safely into our website
We’ll also be using other websites like Google My Business, Bing Places for Business, Yelp and other websites and directories that help us reach our target audience.
We’ll also need to be building links on other website that link back to our website. Back link building is still a very important factor in search engine rankings.
Once we have all of those links and posts off-site that lead back to our website, we need a way to track the success of our efforts.
So the next component of the Getting Noticed phase is Visitor Tracking and Analytics.
This is how we’ll be able to get reports of how people are using our website, how they found us, what pages they landed on, and what they do once they get there.
Are they browsing around and reading articles page after page? Or are they coming to our website and then just leaving or bouncing. Bounce rate is not good for our search engine efforts.
I always say analytics is like turning the lights on in your website. And without those reports everything you do is just a guess.
Tracking is an extremely important component in the Getting Noticed phase.
Below are the components necessary in the Getting Noticed phase. Do you have them all in place?
The most important step before getting the word out is to make sure all of your efforts and money are focused on attracting the right audience. It is a huge and fatal mistake to assume you know where your audience hangs out and how they are searching.
Once you’ve identified your target audience and the keywords they are using, it’s time to optimize your site around those phrases. This is the SEO you’ve heard so much about.
Believe it or not, off-site projects will take up the majority of your time and effort. This includes things like search engine marketing (SEM), blogs, Web 2.0 properties, podcasts, videos and social media. We will also reach them through various forms of advertising.
If you’re putting in the money, time and effort into your website you absolutely must be able to see what’s happening…in real time. Skipping analytics is how people (even experts) lose their shirts. They don’t bother to track or adjust their efforts.