What does it mean to ‘optimise’ your website? For many people, the first thing they think of is search engine optimisation, or SEO. This is the process whereby your site becomes more visible by technically aligning your website so search engines such as Google find it easy to read.
However, SEO is only one part of optimising your site to attract an audience. Whereas SEO is valuable, putting all your efforts into it to the exclusion of others means ignoring the enormous potential for increasing your audience and generating more business by other means.
Off the Page
Think of your website as an information hub and an enabler of two-way communication with your audience,” comments Jonathan Guy of Aqueous SEO, based in Runcorn. “For your site to function effectively in this way you need to engage with your audience but, typically, web users want to find things, on their terms”.
“If you empower your audience by giving them the choice of coming to you, then they are more likely to value what they find, and to trust your brand”
Jonathan Guy, Aqueous SEO
Off-page optimisation involves using powerful content to reach out to your target audience, sharing it through social media channels to, ultimately, drive targeted traffic to your site.
“Off-page, social media optimisation is a subtler process than SEO, and it relies on content that is of a sufficient quality to attract and engage audiences,” Jonathan explains.
It can also involve many different platforms, as Jonathan explains. “You may be creating and publishing your own blogs and articles and sharing links to them through social media such as Twitter and Facebook. But you might also consider being positioned as an expert in someone else’s publication, which creates a powerful third party recommendation.”
“Businesses can also create original content to post on LinkedIn, further helping create a kind of aura of expertise,” Jonathan continues.
The Secret Behind Sharing
What will make people share your content? They share it primarily for emotional and social reasons, not for economic ones.
This turns conventional marketing on its head, because if your audience will be moved to share your content if it helps others, or if it shapes their own sense of identity, or simply because they identify with and trust your brand, then your content shouldn’t focus on traditional marketing benefits but rather on information that is useful and thought-provoking.
“Think about creating trust in your audience,” Jonathan concludes, “because when it comes to sharing your content, that’s what will motivate them. You can attract your target audience in other ways than simply improving your Google ranking, but it requires care, attention and, most of all, empathy.”
To discover how you can drive your website up the search engine rankings, please call Aqueous SEO on 0800 285 1424 or visit aqueous-seo.co.uk.