It’s Not As Difficult As It Sounds
Many small business owners think the concept of an SEO strategy sounds technical and hard to do – especially when researching the difference between White Hat SEO and other methods. There is a lot of knowledge involved in keeping up with the frequent algorithm changes. At its base, the strategy points to better value for the user. Search engines, like Google, set their rules and guidelines with their customers in mind.
Your SEO strategy needs to be straightforward and should answer questions that are customer-centric. But many businesses get strategy confused with other things. Your SEO strategy isn’t the same as your business plan or the tactics you use to enhance your SEO. Rather than explain what your strategy isn’t, let’s look at what your strategy needs to include.
Objectives, Audience, and Competitive Landscape.
Your strategy starts with 3 essential W’s; What, Who, and Why.
- WHAT: Your SEO strategy needs to contain a clear objective – what are you trying to do? What would a successful SEO campaign look like? You need to know what markers you need to hit so you can clearly define whether your method is working.
- WHO: Once you know what the strategy does, you need to refine who it’s targeted to reach. Your audience needs to be specific to better serve you and entice them.
- WHY: Why would your audience choose you over your competition? Your digital marketing and SEO strategy looks at your competition and how they differ so you can showcase your strengths.
Conversions and Goals
Conversions show the measurement of your success. An outstanding SEO strategy offers guidelines to measure analytics for each page of your site so that, when it’s not working, you can easily find why. Where did your conversion halt? Go back to your initial Who, What, Why. Often the answer for dropped conversions is rooted in who your audience is, or not targeting the message to them directly.
Content Performance and Generation
Your SEO strategy needs a schedule for how often content will be updated. Experience has shown that a consistent publishing schedule gets better SEO traction. Your content’s performance should also be measured. What key web page(s) contributed the most to conversion? In Google Analytics, you can see usage patterns. By adding goals — like completing a form, downloading a pdf — and assigning a dollar value, you can visualize the relationship of visitor behavior to your sales funnel.
Website optimization doesn’t only mean that the right keywords are used. It also means your tags, titles, and page optimization is spotless. Make certain your search terms and content work together. For effective SEO there’s a hierarchy of web pages and supporting blog posts. And there’s a balance of technical optimization and user experience. Over-optimize and it’s a red flag to Google. Ignore on-page optimization techniques and you send a fuzzy signal to search engines.
Link Authority and Credibility
To be effective, your SEO strategy needs to include different methods to build authority and develop link acquisition. Some of these might include thoughtful guest posting and social promotion.
Is your SEO strategy all tangled up?
How can we help?
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