What is SEO?
SEO stands for Search Engine Optimization. It is the practice of increasing the quantity and improving the quality of traffic to your website through organic search results. It is fast-paced and dynamic. Sometimes it can be frustrating if you are relying on outdated tactics. You need to do more than create quick content, add key search words or build links. Combine that with the fact that studies indicate 71% of searches resulted in a page 1 Google click, you can get an idea of why search engine optimization is so important.
Factors Impacting Your SEO Success
You can attract numerous visitors around the world, but if they are only coming to your site because Google tells them, you aren’t gaining the right traffic. So how will you dominate your competition in Google and other search engines? Keep in mind how SEO works when developing your next strategy.
- Technical: Anything that affects the performance, visibility, or how your site is accessed. This includes schema, page speed, site structure, URL structure, indexing, and crawling.
- Content: What is visible to users on your web pages (text, images, video or audio). Including elements that are only visible to search engines (HTML tags).
- Off-Page: Factors that are not visible on your site. Off-page factors demonstrate your website’s authority, relevance, and trust as you build your audience. This includes link building, social media marketing, PPC marketing, reviews, and user-generated content.
Your team needs to develop a thorough understanding of what people want when they search, and why they need that product/service. SEO is a constantly moving target. If you’re willing to invest, organic search is one of the most profitable marketing channels.
What Your SEO Strategy Needs
Every SEO strategy is different, but there are a few underlying factors you should consider.
Here are five components every SEO strategy needs:
1. A Mind Map
This is the place to build a strategy from the ground up. A mind map exists to help you think about your plan. Start at the center and branch off into a series of categories displaying the objectives, project goals, the project team, phases, and documents. This tool will help you envision your thinking process and final strategy. Simply jot down your ideas as they come to mind. Creating a mind map allows you to display your thoughts in a networked format. Also, this will help to reduce the load on your working memory so you can focus on more brainstorming.
2. An Understanding of the Company
You need to understand what strengths and weaknesses you can leverage within your company to get the most SEO value. Understand which tactics will work best for the brand identity, and what obstacles are in the way. What is the company’s vision? Go deeper than knowing what industry you are in and what you know is profitable. What areas in your organization are hurting and how can it be adjusted? Before committing to a strategy, dig deep into what the vision of the company is.
3. A Visual Representation
Once your strategy becomes more concrete, create a professional document that can be presented quickly and easily. Your team or client will need to see a format that is simple and clear to understand and edit. Use Google Sheets, Trello or any tool you prefer to present the plan. It must be clear to all parties about which task is recurring, planned, in-progress and assigned to.
4. An Understanding of the Audience
Start by talking with your clients directly or browse the internet and do social listening. Knowing your audience is much more important than choosing the popular keywords they search for. Below is a quick list of questions you can ask your clients:
- Which actions on the site are most important to you?
- Are there sections of the site that are more valuable than others?
- What are your company’s unfair advantages?
- What does success for engagement look like?
The goals of the company need to be precise, start focusing on the working parts of your overall strategy and how they fit together. Yes, you want revenue to increase but a strong strategy is about achieving goals that have a specific impact on the company. How you decide on your metrics and KPIs should reflect on what is happening with the working pieces themselves. The entire team should agree on what metrics make sense and why.
Your SEO strategy can benefit by understanding these five components. Contact us at Nu so we can help you achieve success.