When it comes down to it the whole aim for SEO, search engine optimization, is to rise to the top of search engines so that you get traffic to your website (with the end goal of converting those visits to sales). As more shopping and decisions are made on the internet this marketing traffic area has grown in importance. And yet, so many people consider SEO some sort of black box that they hand over to a third party agency to manage, and then wonder why they are not getting the results they would like.
What is SEO Strategy?
SEO strategy is a planned approach implementing the best search engine optimization steps which helps search engines to promote your website as the answer for the user’s search intent.
Now of course, as an SEO specialist I’m not saying that you don’t need someone to follow through with implementing the strategy, and assisting you with that process, but you do need to be involved in forming the strategy. Or if you do outsource to get the strategy in place, understand it and be in agreement with the steps.
SEO is a medium to a long term strategy, most sites need at least 3 months to see the results of the initial changes. As competitors switch and change, the search algorithms change, new products or services might come into play so your positions will change. SEO isn’t a set and forget process and should be monitored on a monthly basis. I work with my clients to do a 6 monthly strategy project review and monthly monitoring and tweaking.
What needs to be considered in SEO Strategy?
- How do I organise my website content to include topics, headings, and pages that increases expertise, authority and trustworthiness (known as EAT) for organic search?
- What content do I need to add to my website to assist with the EAT and backlinks from other sites?
- How do I make the user experience excellent, so that they stay on my site longer and don’t bounce off my site?
- How do I promote my business for local area searching?
- How do I optimise my website for speed?
- Is my website set up well for the technical aspects of search?
- What connections and backlinks do I need to create, both external and internal, to increase my authority and trustworthiness?
- What are the keywords I need – which really relates to what do people search for when they need my products or services?
- What are the rich snippets, or other features in Google that I could aim to expose my company.
- SWOT – what are my strengths, weaknesses, opportunities and threats in terms of search engine optimization?
- Who are my competitors online (as they can be different to physical stores, and can be different for organic and local search)?
- Understanding where I can possibly rank against competitors and whether there are keywords that I am unlikely to rank in and instead need to employ advertising to achieve visibility. SEO drives 20 times more clicks and 150% higher return on investment than advertising but in some cases it is your only option.
All of these questions require a research phase, some decisions and then implementation and monitoring. I can’t stress the monitoring enough. You can’t tell if you’ve achieved your goals if you don’t know where you started and how you are comparing each month. An SEO specialist can also analyse those results, maybe drill in further, to then tweak one of the areas to improve your SEO again. They will also be aware of SEO algorithm changes and look at opportunities for you. Considering getting help then see my affordable small business SEO packages.