SEO is crucial to your business success. When done correctly, it increases traffic to your website (80% of traffic begins with a search query), improves brand awareness, and even helps your conversions. According to Marketing Charts, SEO drives the most leads for B2B businesses, on par with email marketing and ahead of paid search, social media, and display advertising.

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This is why we all know and use the most common website SEO drivers:

  • Long content of around 2,000 words
  • Making your website HTTPS
  • Optimizing for mobile
  • Content optimized for people, not Google bots
  • Link building
  • Optimized user experiences

But what if we told you there are a variety of other marketing activities that aren’t used as often which you can do that also have a significant impact on your SEO?

If you’re already performing the typical activities and want an extra SEO boost, here are some of the lesser-used tactics that will set your business apart from your competitors:

Customer Testimonials

Not only do customer testimonials help you increase conversions, build trust, build an emotional connection with your visitors, and generate new leads, they also include keyword-rich user-generated content that, without you even realizing, boosts your search engine ranking.

For example, when the digital marketing agency, KeyScouts started using the Spectoos SEO optimized testimonial platform, they discovered that testimonials provided lucrative results. In less than two weeks they gained a higher ranking on Google.

This SEO ranking is made possible when using a testimonial platform like that provided by Spectoos. As it’s not your standard testimonial platform, it makes it easy to curate new testimonials from different sources including forms, emails, Facebook, or other external sites, while also providing you with a useful SEO mini-site that helps you rank higher on search engines.

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Plus, Spectoos provides responsive design that works across all screen sizes and channels.

Using AdWords copy in your on-page SEO

Another SEO tactic is to use Google AdWords copy on your website. In essence, this means you should use already optimized SEO keywords to beef up your website for common search terms. This helps you produce quality articles that rank well organically while also establishing your brand amongst your target customers.

A good place to start is with your competitors. Complete a Google search for phrases common to your customers.

For example, if you’re a digital marketing company that specializes in social media content, search for terms on Google that your customers would be interested in and then see what type of Google Ads come up for your competitors. From there, take those keywords, and instead of making your own Google ad, use the terms to improve your website.

To find the right keywords, analyze the titles and copy in each competitor ad you find. They should give you ideas in the headlines that you can use. For example, let’s say we searched for “social media content creator.”

Social media content creator google search website SEO driver

In the ads above, you can see a few keyword options such as:

  • social media content creator
  • content creation services
  • content creation made easy
  • full cycle of content creation
  • automated content marketing workflow

From there, you can write a detailed blog post or create a new website landing page that is fully focused on one of those search terms. For instance, after the ads, the first two websites that appear in the organic search results are blog posts that use “social media content creator” or “content creation” in their titles.

website SEO drivers

The truth of the matter is that consumers are wary of paid advertising, and are far more likely to trust a website they find in organic search compared to an ad, so you’ll have better luck drawing in leads through improving your keyword SEO.  

Wikipedia link building

We all know that backlinks from reputable websites are one of the best ways to improve your SEO. In fact, link building is one of the top SEO tactics, right up there with high-quality content according to a Search Quality Senior Strategist at Google. However, there’s one website that many companies dismiss: Wikipedia.

Wikipedia isn’t just a valuable website for students to use to look up information for their English papers. It’s one of the most reputable online encyclopedias and a valuable source for link building when it comes to SEO. The key is to only add your link to pages where it makes sense, and to ensure that those links remain live and not broken.

Broken links are useless on Wikipedia, and they are a missed opportunity for your company. It’s best to look up Wikipedia articles that fit your company keywords and then reach out to the authors of those articles to replace the broken content with more relevant content on your website. Not to mention, another key benefit of this strategy is gaining the referral traffic to your website.

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For example, when looking up social media topics on Wikipedia. On the “Distributed Social Network” page. There’s a [dead link] under “Further Reading” that could be replaced with an article on your own website that fits the topic. Just remember, before you reach out to the author, make sure your article is relevant and relatively unbiased.

wikipedia link building website seo drivers

To help you find dead links that fit your topic, Wikipedia has compiled a dead external links article. You can quickly search through the topics listed to see where your company fits in.

Voice search optimization

Voice search is a new trend that could govern the future of SEO. According to a study by Google, 55% of teens and 41% of adults use voice search more than once a day, so the earlier your company capitalizes on this trend the better it will be for you.

With the increased use of smart phones and personal assistants such as Amazon’s Alexa or Apple’s Siri, voice queries are one of the newest ways to search for relevant content, and they differ from typical Google searches because they are a two-way conversation.

Rather than links, voice search optimization is about providing direct answers, and context plays a fundamental role. For example, let’s say someone does a voice search for “London tube stations.” Using Google Hummingbird, the search becomes more specific because it takes into account the idea that the voice search is happening on a street in London. This means that SEO is no longer just about using specific keywords but about intended meaning.

For your business, what you need to know is that there are three types of voice search queries:

  • Transactional: “Buy bamboo socks” or “Buy tickets for movie”
  • Informational: “What is content marketing?” “How old is Facebook?”
  • Navigational: “Go to the Paypal website”

So, the key is to ensure that your website adapts to this type of conversational language.

To do this you should:

  • Use longer tail keywords that contain at least three words.
  • Include conversations words such as “what” “who” “where” “when” and “how.”
  • Focus on local SEO, if you have a local business.
  • Find popular questions about your topics by browsing a site such as Yahoo Answers, or Quora and answer those questions on your website.

yahoo answers website SEO drivers

By taking advantage of these less common website SEO drivers, your business can gain a competitive advantage and boost its SEO rankings above and beyond what you thought was possible. Many websites utilize the popular SEO tactics, but these lesser-used methods can be just as effective. For best results, incorporate both practices and watch your SERP rankings soar.

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