What is SEO strategy?
Because search engine optimization is a part of a marketing campaign, it is correct to include the definition of SEO strategies when defining a marketing strategy.
The following is what the definition of marketing strategy looked like after some editing:
A company’s SEO strategy is a large-scale achievement programme of the company’s most important SEO goals (positions, traffic from search, the attraction of target audience through search traffic).
The creation of an SEO strategy entails determining the main objectives that potential clients of the promoted site perceive, selecting the necessary methods to attract such an audience, determining time periods for major events, and resolving financial issues. The websites of competitors, as well as your website analysis and source data for the promoted site, form the basis of your SEO strategy.
Let’s take a closer look at it.
1. What are the differences between the SEO-targets of positions, traffic, and targeted traffic?
Because goals are set differently by different companies and project managers.
High rankings on these keywords are important for a company that wants its site to always be visible to users searching for a specific search query.
A business that does not yet know which types of users will convert into buyers will need as much search traffic as possible month after month.
Only the percentage of conversions, relative to overall search traffic, will be seen by a company that knows exactly who buys its product/service, and thus the effectiveness of the SEO strategy will be determined.
2. The necessary methods for attracting the audience can include a focus on expanding the site’s landing pages as well as a focus on increasing the number of external links.
3. Establishing time periods. An important indicator for site owners who need to know when it’s better to rely on the required amount of search traffic and how to account for it in their financial activities. It’s also helpful for SEO experts to know whether or not they’ll be able to fit into the set schedule. And, if not, what other options are available to achieve the desired outcome?
4. The owner of the site must consider the issue of financing as well as the time frame. After all, seo-promotion frequently lasts for months. As a result, a quick return on investment is unlikely.
Why do we need SEO strategy?
Experienced professionals will recognise that a complicated plan, such as a website SEO strategy, is not always required.
When the site owner has ambitious goals to conquer the global market, an SEO strategy is required.
The industry in which you must work is extremely competitive, and you must know how to rise to the top.
The site is very large, and it is impossible to remember all of the pages and work on it.
When you’re promoting a small regional site and only competing with other small businesses, an SEO strategy isn’t necessary. In that case, employ a strategy that is already in use.
There are insufficient resources to put it into action. It may happen that you are working alone with virtually no one to assist you.
There is a limited budget for links and your suggestions.
You use black hat SEO to promote the site. Only outbound links from other resources are important in this case (although in a sense black hat is also a SEO-strategy, simpler).
But, first and foremost, a website promotion strategy is required to identify and systematise the work that should be performed by SEO experts or instructed by a member of the team in order to achieve the desired results.
Types of SEO strategies
We were unable to locate a clear classification of SEO-strategies.
We found several articles on the topic of developing an SEO strategy on the Internet, and the classification of species in most of them is based on the type of site for which we are developing a development plan.
However, we prefer to categorise the different types of strategy by combining two factors: the current state of the site and the tasks assigned to the expert who promotes the site. As a result, we divided the strategies into the following categories:
1st type. “Hop-Hop” strategy
- This promotion strategy is appropriate for sites that are in the process of being created (or that have already been created but have a small number of pages), but the specialist’s objectives are to increase search traffic in a consistent and rapid manner. That’s why we’re working so quickly (hop-hop).
- The “Hop-Hop” strategy has the following characteristics:
- We research competitors’ strategies to find the most profitable ones for attracting traffic in the shortest amount of time.
- Create as many landing pages as possible (service pages and blog pages are examples) and keep them updated.
- We focus on increasing the number of entry points to the site rather than the quality of the content (though we do try to meet the minimum requirements of search engines).
- We increase the reference mass from various resources in order to cover as many different sources of links as possible and demonstrate to search engines that we are forward-thinking and have lofty goals.
- The disadvantages of the strategy include:
- We overlook quality in the pursuit of quantity. However, when we switch from the “Hop-Hop” strategy to the “Average Performer” strategy in the future, this minus will be corrected.
- A low conversion rate is possible due to poor landing page quality and topic defocus (blog pages can include both articles strictly on the resource’s topic and articles on related topics). However, this can be remedied if a team of people working with you conducts A/B testing to get the most out of the incoming traffic.
2nd type. “Average performer” strategy
- This strategy is best for websites that haven’t been on the market for a year or more, are ranked in the top 10-20, and have enough authority to compete for first place. And the objectives are to raise the brand’s authority and attract the most relevant search leads. This is an excellent way to expand on the previously mentioned “Hop-Hop” strategy.
- The “Average performer” strategy has the following characteristics:
- Give existing pages more attention, optimise them, rewrite them, and add new ones. Delete pages that don’t bring in any traffic and don’t exactly match the resource’s topic.
- Because your site is no longer a newbie, but a good average performer, try to get better links from other sites.
- Create only new, high-quality content that demonstrates your expertise, resulting in increased confidence and conversion.
- The Drawbacks of Strategy
- Content creation takes a lot of time.
- The advancement process takes two to three times as long as it did in the previous strategy. As a result, you will not see results anytime soon.
- You’ll almost certainly have to pay more for better, and thus more expensive, backlinks from other websites.
3rd type. “Mastodon” strategy
- Site-leaders should use this SEO strategy. Only two or three other “mastodons” that have been on the market for decades compete with them. Each project has a battalion of employees working on it. As a result, the specialists’ objectives will be to outperform their competitors by searching for hidden exit points in the top-1, and to outperform competitors even for multiple keyword positions.
- Characteristics of the “Mastodon” strategy
- A “Mastodon” doesn’t have to worry about increasing the reference mass because many websites link to your materials.
- The work on the site itself comes to the foreground because the reference returns to the foreground. This can include lengthy operations involving internal linking and site content. Learn how to link one page to another in HTML, and you’ll be able to work on a website indefinitely.
- It is not sufficient to simply write high-quality content; you must consider how to create unique content that is distinct from that of your competitors. These can include new types of material submissions (video, infographics, and multimedia elements) as well as the creation of document collections on specific topics to cover them as thoroughly as possible.
- However, spending a little time on external links is worthwhile. However, in the form of looking for resources that mention your site but don’t have (or don’t have nofollow) a link to it. To accomplish this, simply contact the resource’s owner and politely request an active link. This does not have to be done by an SEO expert, but it can be done by a helper.
- The Drawbacks of Strategy
- Its implementation will necessitate sufficient resources. Often, newcomers are unable to cope with such a strategy.
4th type. Online store strategy
We singled out this type of website because their marketing strategy differs from the other three.
The following are characteristics of the online store promotion strategy:
The main point of this strategy is the proper collection of semantics due to proper onpage optimization and content for SEO, which is due to the large number of pages on the site.
You can see which pages of filters are still open for the index to attract micro low frequencies using semantics.
Linking is also crucial because you’ll need to keep adding new products to the index, which will then be added to the site. This task becomes even more difficult when there are a lot of categories and subcategories.
For online stores, reviews play an important role: trust in the seller, behavioural factors, and additional text with keys that distinguish your product cards.
External links should be built after the primary work on internal optimization has been completed and the site has established a presence in the search results. Your job is to pull up anything that isn’t already at the top and check the SERPs for a better ranking.
The Drawbacks of Strategy
The number of pages you have can be a disadvantage because you will have to pay a lot for external links.
The site has some internal issues that are common to this type of platform: 1) When updating products, old pages are deleted, “404 pages not found” appear in their place, and a new web address is used to create an existing product; 2) duplicate pages appear when goods differ only in colour or other minor details, etc.
As you can see, working with people who sell websites is not only a strategy, but also a feature.
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