Ingredients for Organic SEO
Safeguarding your SEO equity is one part of the online marketing equation. Typically we’re asked by newer sites: “how can we displace older, established websites in organic search?” The other side of the coin is: “how do I retain my SEO equity in a marketplace where newer businesses are aggressively competing?” In this post, I’ll answer both questions.
Establishing SEO Equity for New Websites
If you have a new domain, it takes hard work to build SEO momentum. If your business is new on the scene, we recommend:
- Keyword research to understand the search landscape, identifying phrases with high benefit (potential website traffic) versus how difficult it will be to place high (competition).
- Monitor your competition, including brand names and other like-sized competitors who are trying to gain marketshare.
- Clean code on a mobile-responsive website that are friendly to both human searchers and indexing bots.
- Quality content that your potential clients want to read and share. Publish fresh content frequently. Establish a schedule and stick to it. If you have aggressive sales goals… increase the amount of content you publish.
- Content. Did we already mention content?
Retaining SERP Status
Our buddy Matt Cutts released a video on this topic. He recommends that established websites not “rest on their laurels” when it comes to retaining SEO equity (an their Search Engine Results Page (SERP) status). If you have a dated site, one that hasn’t seen a refresh in a couple of years… it’s an indication that you aren’t staying current with emerging online marketing trends.
Here’s what we recommend for businesses who have a lead in organic search and want to protect their SEO equity:
- Update your keyword research to capitalize on search trends, the competitive landscape, and map out the new data into your website’s structure.
- Monitor your competition including any emerging upstarts.
- Refresh your website’s look and feel. If it’s not mobile responsive you’re behind the times. Dated designs with old code aren’t enticing to humans or bots. It’s not uncommon to completely redo a website every 2 years or so.
- Consistently publish quality content… frequently. Consider increasing the frequency of blog posts that are optimized to your keyword research to attract new visitors to your website.
- Consider advanced SEO techniques like schema.org.
So, did this help you answer your SEO equity questions?
How can we help?
Are you struggling with building SEO equity for your website? Don’t have the time to publish regularly to boost SEO rankings?
We are the spectrum group, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss how to leverage customer testimonials.