A lot of writing on SEO speaks about SEO tactics. Talking about how to improve your CTR or get more social shares is very common, but the strategy of how to get that to happen is not. In this post we will discuss the 5 questions you need to ask to help you build a robust SEO strategy.
What problems can our content solve?
This really is the key to good SEO. Search engines are essentially crowd sourced. The best performing websites get the highest ranking. Google wants you to find what you’re looking for so you use their search engine again.
If you’re providing content that answers searchers questions Google will be more than happy to send visitors in your direction. Sometimes this is forgotten in the world of SEO and people get obsessed with things like CTA placement and having the keyword in the first paragraph. While those are both important things to consider, they shouldn’t come before solving your customers problems.
What do we do that’s unique?
Why does your business exist? What can you do that nobody else can? Do you produce high quality, in depth content? Or do you produce daily short form content that is less detailed. Can you make videos, while your competition only uses blog posts. You get the point. As with any other aspect of business, you need to stand out to get visitors coming back. In a world where even your local laundromat has a blog it’s important to have a USP.
Who’s going to help us spread the word?
You can’t win the SEO war alone. You need allies. For white hat SEO to work properly you need to build link relationships with other high quality, respected, websites. You should find influencers in your industry and other companies that provide complimentary services and then build from there. If these people are willing to share your content, then your customers will be too and it becomes a self-fulfilling prophecy.
How do we turn visitors into customers?
You need to turn the readers of your unique information content into buyers. You need to make sure you have a funnel that takes readers from education to purchasing, walking them through the reasons why they should buy from you until they purchase.
This also includes more practical things like website design, user interface (UI and UX) design, having strong CTAs and all the other tactical aspects of SEO that you’ll recognize. Note how far this is down the list of questions. You need to start with the Who and the Why before you get to the How.
How do we make all of the above clear to search engines?
And finally, SEO optimization. We’ve covered this 100s of times before, so if you want a more detailed breakdown on how to optimize for SEO, why not check out our Optimization Checklist on how to make your site easier for search engines to crawl.
Solid SEO Strategy
Have we missed anything important from the foundations of SEO strategy? We’d love to hear your thoughts below.