SEO, PPC, Social Media and Internet Marketing Expert Blog

We often  talk about landing page optimization (LPO) and come across blogposts that focus on it, but we rarely hear much about what makes a  website great. Or, in other words, what are the key elements of a top website?  So, today, let us  discuss the key elements of a top website and how to make it work for you.

Briefly, a great website has a nice deign and great content, is well optimized for search engines  as well as for the users, works  equally good on all devices and very well converts its visitors into customers.

Just building a website is not enough in the very competitive online world. It must be a great website to stand out. The following strategies can help build a great website.

Elements of a Great Website:

  1. Clear Goal and Call to Action: A great website has a clear goal which it wants to achieve and  uses other elements and call to action to support it. The purpose can be anything ranging from  getting more customers  to getting more subscriptions  to simply enhancing the brand awareness etc. etc.
  2. Quality Content- Content is the king – quality content very much determines the quality of a website. Useful information which helps visitors with decision making goes a long  achieving   the goals.  To keep search engines and visitors coming back to your site, fresh content should be regularly added to the website.
  3. Professional Appearance / Design – A nice professional design attracts visitors- the design should be appealing  for the target audience.  Good content and design also help  keep the visitors on  a website for longer, once they arrive on the website.
  4. SEO- While no one can deny the importance of content and design,  there is  no purpose of a having a website if no one can find it! SEO is the best way to reach out the potential customers. SEO is the process of optimizing website in a way that it appears in top search results.   It includes selecting the right keywords and using them at prominent places of the website, such as page tiles and headings, as well as internal linking and URLs.
  5. Usability / User Engagement/ Accessibility- Any website lacking in this department will struggle with keeping the visitors on the site. A user-focused approach is the key element of a great website because ultimately the visitors are human, not machines!  A great website should be accessible to all – including the screen readers.
  6. Functionality and Navigation- All elements of your website should work perfectly and all pages should be reachable with nice and easy navigation.  Clear and easy to use navigation along with search and sitemap functionality helps visitors to reach their destination.  Good grammar and spellings in page copy are all important for leaving a good impression to the visitors.
  7. Credibility/ Trust building – In the internet world, no website can succeed without building trust of the visitors. Trust can be built with the help of testimonials, FAQs, about us page, clear privacy and return policy, etc.
  8. Compatible with different devices and browsers- More and more people are using mobile devices to access websites, so a great website should work fine with different mobile devices and browsers with good speed.
  9. Analytics and statistics: Last but not least, you should be checking website analytics and other statistics on an on-going basis in order to improve it; in the race of quality there is no finish line.  Tools like Google Analytics gives lots of free information about the visitors such as which pages are more popular, which keywords are they using, how long are they staying on site etc. etc.

Remember, your website will be doing business for you 24/7. So, make sure it a great website which bring visitors and then convert them into customers.

Keywords are the search terms usually comprised of 2-5 words, but there can be a few long-tail keywords in some industries. A comprehensive keyword research is a base of any success SEO (Search Engine Optimization) and online marketing campaign.  It can easily make or break your website, because it is not just about bringing any kind of visitors to your website, its about bringing the right type of visitors.

Understanding the market needs and your customers have never been that easy in the history of marketing. Therefore, the keyword research requires good attention and, in turn, it greatly helps a website dominate in SERPs (Search Engine Result Pages). A good keyword research yields the keywords relevant to your business which rank top for high volume keywords as well as for the long tail ones. It also helps understand customers better, increases click through rate (CTR) and knows customers needs. Furthermore, it improves the website landing pages and, at the same time, assesses competition.

There are quite a few very handy free and paid keyword research tools available in the market with the Google Keyword Planner being the mostly widely used free keyword research tool.  Wordtracker and Wordstream are other two commonly used keyword research tools which have both free and the paid version. These tools can help you find the topics which are in demand.

Keyword research generally starts with thinking of a few keywords which are closely related to your product or service, and then using keyword research tools to fine-tune those words. Usually keyword research tools bring a long list of keywords ideas. You may select and group keywords which are closely related to your area of interest. It must be noted that, merely selecting the keyword with higher search volume may bring irrelevant traffic to your website, damaging overall SEO and marketing efforts.

It is also a good idea to use SEO tools for traffic estimation. Such tools include:

  • Google Traffic Estimator
  • Google Search Insights
  • Google Trends

You can also get the keyword ideas by visiting competitors websites. Commonly used SEO tools used to perform a competitive analysis are:

  • Compete
  • SEMRush

Carefully selected keywords along with relevant page copy, results in higher conversion.  You may target 1-4 keywords per page – though there can be additional related long tail keywords as well.

Different keywords represent different levels of user interest and intent. Therefore, keywords should be a combination of terms related to each level of interest. User intent can be mainly of 3 types and involve different level of interest:

  • Informational/ Awareness
  • Navigational/ Consideration
  • Transactional/ Action

The navigational-search related keywords take the longest, whereas the transactional-search related keywords are the low hanging fruits for business.

Some other top keyword research tools can be used to dig deeper into keyword research and further refine them. They include:

  • Google Console/ Google Webmaster Tools
  • Google Analytics

In a nutshell, understanding user intent, selecting the right keywords accordingly and optimizing content for those keywords, all have important impact on sales. Without understanding the searches (or, potential customers), you can not covert them into sales. A right keyword selection, along with valuable content creation, can have a huge impact on conversions and sales giving huge ROI. Contrarily, a wrong keyword selection results into waste of many useful resources.

Sometimes websites focus too much on search engine optimisation (SEO) and forget to give enough importance to the next most important tool, the CRO. A high conversion rate is important for any successful website because it makes the most out of the traffic coming through search engines or any other means. The top benefits of CRO include higher  ROI (Return On Investment), lower cost of acquisition, maximized profit and brand building. Below are some of the top tips to help improve the conversion rate for any website.

1. A/ B Testing and General Testing

A/B test is the most used testing method to improve CRO. Decide what to test and know what works best for your business.

Do A/ B testing for the keywords, titles and headings, page design and navigation, Call to Action (CTA) button position, colour, font and everything.

Encourage customers to write reviews. Surveys can also be used to get feedback about the site from customers.

You’re never done testing as there is always room for improvement!

2. Trust Building

Build trust with your customers using customer testimonials (social proof), case studies, relevant research results, award badges, verified payment methods, reliable quick shipping, variety of contact information, a good design and valuable website content. Active participation on social media in a meaningful way also helps a lot with customers’ trust building.

3. Creating Content for All Levels Of Sales Funnel

Give customers as much information as they require to make an informed decision in a simple and clear way. Create valuable content for all level of sales funnel such as ‘awareness’, ‘interest’, and ‘sale’ stages.  Technical terms or jargons should not be used.

4. Highlighting  Your Unique Selling Point Precisely

Convey your unique selling point (UPS) within the first few seconds a customer lands on your website while keeping it simple for the customers to understand it.   Test a few variations of conveying UPS by A/ B testing as well.

5. Responsive Web Design and Site Search

The site should load in quick time as many customers can be coming through hand-held mobile devices. Adding search feature to your site can engage customers better on the site and help them quickly and easily find what they are looking for. The site should work well with all browsers and with the languages your potential customers may use.

Site search should be smart and suggest users with relevant keywords while it should auto correct minor spelling mistakes. Display wider range of products with the main search results.

6. Unique Product Information and Amazing Product Images and Videos

Unique product description along with quality image and informative video enhances a landing page by giving customer more information to make buying decision.

Provide top customer service and no-question-asked refund policy.

7. Top Sellers and Relevant Products

This is one the most under-used CRO techniques. Display relevant product and top sellers before checkout to the customers. Displaying top sellers to the customer is a way of demonstrating social proof. Add FAQs (frequently asked questions) and other statistics to give more information to the buyer.

8. More Information ‘Above The Fold’

Place important information including CTA button(s) and, at least, one method to contact the brand ‘above the fold’ in order to provide necessary information to the customers before they make a decision. This information may include a strong heading, supporting sub-heading, a brief summary of the page as well as a CTA button. Multiple CTAs can be used on the landing pages.

9. Less Form Fields and Easy Checkout

Do not ask for unnecessary form filling and do not make checkout process too detailed.  Use autofill where possible. Keep shipping cost to minimum and it provide free shipping for orders greater than a specific amount. Skip mandatory signup for check-out. Let buyers save their cart or add to wish-list. Show final price before checkout.  Provide multiple shipping and payment options. Provide live chat to provide immediate assistance to the customers and convert them better.

10. Incentivize Customer for Referrals

Customers coming to your website through the words of mouth perhaps convert the best, so do not under estimate the importance of existing customers referrals. Incentivize customers through discounts or free gifts which may bring more customers.

It takes time to optimize the conversion rate for a website. However, through following the above tips great success can be achieved in this regard.

SEO Mistakes which Can Ruin Your Website Visibility in SERPs

Below are some of the top Search Engine Optimization (SEO) mistakes which can easily ruin the website visibility or its rankings in SERPs at the cost of losing traffic and conversions. Therefore, it is important get the things right when it comes to SEO.

  • Wrong keyword selection

A selection of wrong keywords can easily put all of your SEO efforts in vain. Selecting the keywords relevant to your services or products is the first step towards the successful SEO of your website.

  • Poor webhosting

Poor web host with too much down time results in poor user experience which search engines do not like. It can also ruin your website visibility in Search Engine Result Pages (SERPs) and undermine your digital marketing efforts.

  • Duplicate content

Search engines have strong filters for duplicated content. So, always create original quality content only in order to get higher visibility.

  • Thin Content

Another mistake to ruin your website visibility in search engine results pages is having a very high proportion of thin pages which has low user engagement level.

  • Crappy content

Search engines may penalise your website for crappy content which is of no use for the users.  Having such content is bad for your SEO and digital marketing.

  • Lack of fresh content

Not updating the website content frequent enough may also result in low website visibility in SERPs and also a low user engagement.

  • Bad internal linking

If search engines can’t find top pages on your website easily, they will not be able to display them in search engine results pages. So have a clear and more than one type of navigation or internal linking on your website.

  • Not having keywords on prominent places

If you do not have enough keyword prominence on the web pages such as page titles and headings, your visibility will suffer greatly.

  • Redirects and Errors

Too many unnecessary redirect or page not found errors may also reduce the website visibility.

  • Blocking  search engines from crawling website

Blocking search engines from crawling your website (by mistake) may also greatly reduce the website visibility.

  • Ignoring users and just doing things for search engines

Ignoring users and doing things just for the search engines results in poor user experience and it may also result in drop in rankings.

  • Black-hat SEO technique

Any black hat SEO technique such as keyword stuffing and cloaking etc. may hurt your visibility in SERPs.

  • Creating too many low quality links

High proportion of low quality links may also get your website penalized by search engines.

  • Creating no link at all

Having too few or no link will make your website look new or unpopular hence, reducing your chances of getting visibility in SERPs.

  • Bad speed

Bad site speed results in poor user experience, especially over mobile. It also reduces the chances of your website’s visibility.

If you have an awesome product and you want to sell it online, you need something more than just an awesome product and a website – a qualified traffic. In the market in general and for a new websites in particular, it is really hard and time consuming process to rank top for the generic keywords organically.  In order to do that, one must have lots of patience and also needs to build lots of quality backlinks for SEO! However, there is a way to quickly top rank without those backlinks. It can be be achieved through targeting long-tail keywords. Mostly, businesses go after generic keywords and miss out on the low hanging fruits, the long-tail keywords.

Long tail keywords are the phrases containing at least 3 words which are very specific to a business to describe the product in more specific manners. These are the keywords which are not searched  in the generic searches, but are used by the buyers who intend to buy a specific product; consequently, the searches based on long-tail keywords convert very well. As a rule of thumb in the search engines’ world, the longer the keyword, the easier to rank for it and covert it better into sales, because it becomes easier for the search engine to understand the user intent.

Getting 100 visits through organic search for a generic keyword, may result in much lower conversions than getting 100 visits for 10 different long-tail keywords. In other words the total number of searches for body keywords can be less than the total number of searches for long-tail keywords. With the increasing usage of smartphones, even a greater number of people is searching for long-tail keywords.

In a nutshell, a successful SEO strategy should always include a handful of long-tail keywords along with the body keywords. Attention should be paid to user intent along with relevance in the keyword selection. In order to find more long-tail keywords, use analytics and webmaster tools, search directly in Google for the ideas and, if you need help, feel free to contact us for SEO consultation.


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Founder - Director
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