Holistic SEO

As a business owner of a professional services firm, you are aware that a robust website is imperative to the success of your business. Your sitemap was methodically designed with tabs to describe the essence of your business such as: About Us, Core Values, Our History, Leadership Team, Our Expertise and Contact Us. You’ve checked all the boxes, but your conversion rates are lower than expected.

Take a moment to consider the value in rebuilding your sitemap with the User Experience (UX) in mind. By doing so, the user should be able to easily find what is important to them; hence driving conversion rates up.

Follow the steps below to identify the keywords that should be used when rebuilding your sitemap. These keywords should directly correlate with what the user wants.

• Identify the different personas who want your services.
• It is important to note that each persona wants your service for a different activity.
• Understand that each persona wants your service for a different reason.
• Identify the unique keywords each persona is using to intently search for your service.
• Experiment with a Pay-Per-Click campaign for each persona using keywords relevant to them.
• Measure the data analytics of your Pay-Per-Click campaign to understand demographics of each persona, calculate ROI and percentage of searches.
• Rebuild your sitemap with keywords that speak to your key personas.