Any digital marketer would know that Google’s algorithm and guidelines continually changes, making it difficult to really pin down industry best practices when it comes to search engine optimisation. One way of looking at this is as a way for SEO strategies to evolve with the changing behaviour of users online. Because what are SEO strategies for if not to adapt to these behaviours.

Thankfully, Google made clear of what they are trying to do with each algorithm update:

  • To make sure pages are working for the users and not for the search engines
  • To eliminate black hat SEO meant to deceive users and rank on search engines
  • To encourage webmasters to be unique and churn content that is relevant and informative

When you look at Google’s guidelines, you will notice that they are putting so much emphasis on providing users with the most helpful results. SEO efforts like keywords, robots, and link building can drive traffic to your website, but if these do not become leads, then the efforts are pointless.

So here are ways to boost both traffic and conversion that are not too focused on SEO alone.

Quality content convinces users to stay

This isn’t to say that technical SEO should be overlooked. Your URL structure, website hosting, and alt text are still very much important. But these aren’t what convinces users to stay and keep visiting your page.

Content in any form is what gets shared profusely online. It’s how prospective clients find you and it’s what tells them whether you’re a reliable source of information or not. Be the former and you’ll find yourselves with a loyal pool of customers, be the latter and you won’t get any significant leads.

seo grow your website

However, there is such a thing as “holistic content.” First coined by SearchMetrics, this is content that makes use of relevant keywords to answer search queries more accurately. These keywords are different from your target keywords, and if you create relevant content, you’re not only ranking for various keywords at the same time, but you’re also generating significant shares.

Here are ways to make sure your on-site content satisfies Google’s guidelines:

  • Double check content before hitting ‘publish’ – There is no room for grammar and spelling errors for well-written content.
  • Research for reliable sources - Incorrect information is a major red flag. Ensure that references you used for your content and those that you link to are credible.
  • Create unique content - After all of that research, you must have accumulated so much information that can help you create content that can give a new twist to your angle.
  • Provide tips readers can use - Make sure that your readers leave your page with helpful insights.
  • Publish evergreen content - Think about all the possible questions users might have and provide a one-stop resource for them.

Remember that people are inherently social, and by extension, so is the Internet. Quality content is what gives you backlinks and relevant social media presence. So make sure that you are not churning out content for the sake of publishing new ones on your website. Do comprehensive research and make it the most significant resource on the Internet.


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