Despite the fact that social media platforms like Facebook, YouTube, and Instagram receive a lot of attention when it comes to traffic, search engines like Google, Yahoo, and Bing continue to drive the majority of website traffic for businesses. As a result, you must regularly perform search engine optimization (SEO) on all of your digital assets. It’s not a one-time project; rather, it’s something that needs to be optimised on a regular basis to ensure that your SEO continues to benefit your marketing efforts.
If you’re unfamiliar, search engine optimization (SEO) is a set of marketing rules aimed at increasing the visibility of your website and content in major search engines’ organic search (unpaid results). It’s real people reading your website because they were looking for helpful content, found your website, and clicked to see how your website can help them answer the question they were looking for at the time.
The keywords you choose to help people find your website, the way other websites link to you, how fast your website loads, and other technical and creative elements are all part of SEO. Effective SEO increases website traffic, improves your search engine ranking, and raises brand awareness. Let’s take a look at five of the most important factors to consider when developing an SEO strategy to ensure that your target audience can find you online.
1. SEO Plan
Over the last decade, SEO strategies have changed dramatically. It’s no longer enough to simply pick a few keywords and paste them into a webpage’s code. Today, a comprehensive SEO strategy outlines the objectives you hope to achieve through organic search and documents the basic SEO elements that must be present on each page, such as Page Title, Meta Description, H1 Tags, Alt Text image, Body Content, Links, and more. Short-tail keywords, long-tail keywords, and branded keywords should all be included in your SEO strategy to attract your target audience. Your strategy should also include profiling your personas to learn what they are looking for, as well as researching what your competitors are doing online so that you can outperform them with a comprehensive SEO strategy.
2. Keyword List
The keywords you choose for your website, social posts, guest blogs, and more are at the heart of your SEO strategy. Your keywords will be used not only to optimise for search engines and create different webpages, but also throughout your entire marketing strategy to provide a consistent brand experience. To stay on top of search and industry trends, review your list of target keywords and goal keywords (keywords you hope to rank for in the near future) on a monthly basis, and modify and add new keywords. It’s critical to use marketing software like HubSpot or Google Analytics to track keywords over time and see how you’re ranking. This will show you what in your SEO strategy needs to be changed or maintained.
3. High-Quality Content
Even if you’ve mastered all of the technical aspects of SEO, you still need high-quality, relevant content on your website. This content will not only help your website rank higher, increase engagement, and drive customers through your marketing funnel, but it will also reduce bounce rates on your pages (meaning visitors will stay on your website longer). Content is available in a variety of formats and channels, including:
- Landing pages
You can also read our blog on different content types to help you create a variety of great content for your brand.
Your website’s ability to attract external links has a significant impact on how search engines rank it. Link-building is, without a doubt, one of the most difficult and time-consuming aspects of the SEO process. Sharing links with thought leaders so they can share them with their networks is one strategy for obtaining external links, as is guest blogging on other websites. Producing original, in-depth content that other websites will want to reference and link to in their own content is the best way to build organic external links. This increases the credibility of your website and improves its SEO ranking. Maintaining a consistent link-building strategy will be easier if you make this a weekly initiative.
5. Metrics and Conversion
To determine the effectiveness of your SEO efforts, you must measure and track multiple metrics as a final step in the process. Examine and analyze key pages on your website to see where your visitors first come into contact with it and any potential roadblocks to a higher conversion rate. The Page Performance tool in HubSpot allows you to track a page’s individual performance. This will show you how much traffic is coming to that page and whether it is converting into new leads and customers.