Post Updated: 22.01.2021 14:56 BST
Before we get into how to make your SEO strategy successful, let’s start with what SEO is – search engine optimisation is the process of optimising your website to help it rank on different search engines, resulting in the growth of organic traffic and visitors to your website.
Now, let’s talk about SEO strategy. SEO can often be over-complicated and therefore difficult to completely understand what SEO is and what it does for your business, it can also be overlooked, especially when you don’t see results instantly.
SEO is like joining a new gym, hear me out… At first, you’re excited by the prospect of starting something new, something that’s going to get you the results you want. Then you plan to make time for it but after the first few months, you start to lose that motivation because you’re not seeing the results you want, and then you stop going altogether. Just like going to the gym, SEO takes time to get going, it takes time to start seeing results and in the end, all that hard work will eventually pay off.
In this blog, we’re going to talk about 10 key things every SEO strategy should include. This will help you drive qualified, organic traffic that’s relevant to your business, and will help you start generating more leads from your website.
Step one: Start with a website audit
The first step in your strategy is to run a website audit. This is an extremely useful tool and something we discussed in our previous blog about the importance of an SEO audit. The audit quickly identifies what is working on your site and what needs to be changed. The audit also identifies any weak areas that can be improved, and if your website is updated in line with current SEO trends, making up an important part of your SEO strategy.
Performing a website audit will create a strong foundation for a successful SEO strategy for your business.
Step two: Set the right goals
Every website should have goals, this should be based on what action you want a user to take when they visit your site. If you don’t have any goals, start by reviewing how much traffic your website is getting every month and think about how much you want to increase that number. Or look at how many enquiries you’ve been getting through the website and set a target based on that number. A goal could be that a user completes an action such as submitting a contact form, making a purchase or getting information about different services or products that your business offers.
Generating traffic to your website is good but pointless if you don’t have a goal or a conversion put in place. If your website does not provide value to the end-user, it will impact your ranking in a negative way. Avoid this by putting the right goals in place.
Step three: Define your targets
An SEO strategy should be KPI driven and have actual measurable data so that you can demonstrate that your investment is paying off. Those KPIs can be any of the following:
- Monthly website visitors
- How much organic traffic you’re getting
- New users visiting the website
- Number of enquiries generated from the website
Different websites will require different KPIs, for example, an e-commerce website requires a conversion rate on products sold online. Those KPIs should be measured ideally over a 12-month period divided by quarters.
Step four: Do your keyword research
Choosing the right keywords for your website is an important part of a successful SEO strategy. When it comes to keywords, try to think like your customers and use the most relevant search terms that someone would use to find your website. There are many tools that can give you keyword volume metrics and insights about how difficult it is to rank for them. By including the right keywords in your SEO strategy and eventually on your website copy, you can ensure that your business’ website is found for the right search terms.
Step five: Don’t forget about your competition
By identifying and researching your competitors you can identify gaps and opportunities that your SEO strategy can focus on. You can identify where your competitor is doing well and where they are lacking – creating opportunities for you.
Doing this analysis will give you a better understanding of their SEO strategy and will give you the opportunity to catch up and eventually outrank them. It’s good to keep a close eye on your competition but your goals and target audience should always come first in your strategy.
Step six: Start creating content
Strong SEO strategies include writing copy for your website that is optimised for search engines. You should consider optimising your website copy based on your keyword strategy and start creating content including those keywords, such as blog content. Blog content should focus on what you specialise in or about the products that you sell and how they benefit your customers. The important thing about content creation is that it must provide value to the user and be informative. Creating content, in particular blogging is essential for improving your ranking and it’s a powerful tool to generate more traffic to your website, especially when shared on social media.
Step seven: Include backlinks in your SEO strategy
Backlinking is all about building links from other websites that direct traffic to your website. Those links must come from trusted sources and credible websites in order to see some noticeable results in terms of boosting your ranking. Also, your SEO strategy benefits from creating links from your website to other trusted websites. One other tip on website links, crawl your site regularly to check for broken links as they might harm your ranking.
Step eight: Optimise the user experience
Investing in SEO means that your website will start to generate more traffic over time. If you’re getting more traffic, you want those users to take action on your website, whether that’s making an enquiry or purchase of a product or a service. Part of your SEO strategy should be optimising your website for the best user experience, even changing the position of a button on your website or reducing the form size can result in a massive increase or decrease of users taking action on your website. Your website should provide a simple user experience, which is optimised for conversions and gives the user all the information they need to complete their action.
Step nine: Keep track of your progress
There are many tools that can help you monitor the success of your SEO strategy. You can create reports about your keyword rankings and the progress you have made over time, see the increase or decrease in traffic since you started and track the most valuable content on your website. Detailed reports for SEO performance are essential in helping you continuously improve your SEO strategy.
Step ten: Start seeing results
As we mentioned at the start of this blog, SEO is a long term process and the first significant increase in traffic will happen after 4-6 months of starting your SEO strategy. By investing in a good SEO strategy developed by an experienced SEO agency, you will start to see a genuine return on investment from your website and your business will be found by more potential customers online.
The more you work on SEO, the better the results will be. That’s why SEO is like joining a gym – you won’t see any results if you don’t stick with it. Even when you start seeing results, you still need to continue the work and always be one step ahead of your competition. Keep in mind new trends and SEO updates, search engine algorithms constantly change so be aware of new developments that might impact your website and adjust your SEO strategy accordingly.
Need help with your SEO strategy? Get in touch with us today. You can also find out more about our SEO packages here.
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