IF IT DOESN’T MAKE MONEY, IT’S ART.
There’s a fine line between being unique and speaking directly to your customer’s desires. It’s easy to miss the boat on this one because, as humans, we often position things from our perspective. As business owners, it’s easy to think about what you value, and what you’re proud of. However, customers aren’t always persuaded by awards and credentials.
Sometimes, they care more about reassurance, and social approval than they care about your skill set.
In SEO, anchor text is one of the single most important aspects of a successful (profitable) website. Using a variety of synonyms in your titles, snippets, and anchors will let Google know that you work with a range of issues related to the one specific keyword you’re trying to rank for. It’s also very natural to use different synonyms in a niche to describe what you do exactly. If you’re having a conversation with someone explaining your expertise, it’s natural to use different language depending on the person’s level of education, experience (or lack of experience) within the industry, and culture.
2. GEO-TAGGING IMAGES & INTERLINKING TO OTHER PAGES OF THE SITE
This is a small tweak that makes a huge difference. Geotagging images will create locational relevance which is great if your target audience includes local clientele. Interlinking is effective because it tells Google “hey even though this specific page isn’t what the user is looking for, this other page on our site might be.” It discourages the search engine from recommending a competitor for having a similar but different take on the same topic. And it encourages the search engines to recognize your site as an authority overall
3. GENERALIZE TITLE TAGS
Like I mentioned with #1, variety is key. It’s very unnatural to use the same words and phrases throughout an entire website. Just like an organic conversation or argument would address the same topic from different angles, your website is having a “conversation” with the search engines and should address the same topic from different angles. This is because you’re essentially saying the same thing, but without variety you’re going to sound like a robot.
Also make sure that you generalize the synonyms. It’s pretty unnatural to use really really specific wording when you’re talking about something using synonyms. That would be like an orthopedic surgeon trying to explain “arthroplasty” to a patient and then using a bunch of medical terminology that just confuses the patient even more.
4. UTILIZE THE AREA ABOVE THE FOLD
It grinds my gears to see websites that fail to use the area before scrolling efficiently. MANY users will never click through the site, scroll down the first page, or call your office. This is why it’s extremely useful to have your logo inline versus stacked, have easy access to your contact info, and to add the best sales copy possible before the scroll.