It's critical to have a solid SEO strategy...

An issue with SEO strategy checklists

In the area of search, deliverables and strategy are sometimes confused. Keyword lists, on-page recommendations, and technical SEO audits, on the other hand, are not examples of SEO methods. They are steps in a larger scheme. Surprisingly, this ambiguity is also one of the main reasons why most SEO methods fail. To put it another way, they're too fragmented, focusing on individual, low-level measures rather than the big picture.

Do you want to know what part of search engine optimization (SEO) I enjoy the most? It's the fact that you can't cheat the system. You must follow Google's recommendations, which leads to a better user experience. The old tricks are no longer effective. A winning SEO strategy now necessitates a quick website, unique content that answers the search query succinctly and fully, and a lot of trust.

That may seem like a straightforward notion, but it's really difficult to put into practise. To be completely open, the stridec crew devotes between 10 and 15 hours to each piece that appears on this site.

What were the outcomes? Organic traffic and conversions have increased by tenfold year over year. Each year, thousands of backlinks are earned naturally. And a social media audience that raves about our articles.

But I'm not one for keeping secrets. So, in this article, I'll walk you through the process of creating an outstanding SEO plan, step by step.

Points to Remember

  • A search engine optimization (SEO) strategy is a detailed plan for improving a website's search engine ranks and increasing organic market share.
  • Paid advertising generates 20X more clicks and a 150 percent higher ROI than SEO.
  • Scalability is one of the most difficult issues that bigger firms confront when building an SEO strategy.
  • To increase brand sentiment, SEO can be combined with public relations initiatives.

What does SEO strategy entail?

SEO Methodology

A detailed plan to increase a website's search engine rankings in order to garner more organic traffic is known as an SEO strategy. Technical SEO, content strategy, on-page SEO, link building, and user experience are all essential pillars in this strategy.

Simply put, SEO strategy is all about giving your audience a great search experience.

A great SEO marketing plan displays your brand to searchers at every point of the client journey, which is one of the main advantages. As a result, your business becomes a trusted and familiar resource for customers, regardless of where they are in the buying process.

It's critical to have a solid SEO strategy...

An issue with SEO strategy checklists

In the area of search, deliverables and strategy are sometimes confused. Keyword lists, on-page recommendations, and technical SEO audits, on the other hand, are not examples of SEO methods. They are steps in a larger scheme. Surprisingly, this ambiguity is also one of the main reasons why most SEO methods fail. To put it another way, they're too fragmented, focusing on individual, low-level measures rather than the big picture.

There are significantly more processes involved in developing an SEO plan, especially for a Fortune 100 website, than what is listed on a simple SEO checklist. This strategy merely touches the surface of everything you'll need to think about.

However, if you need a short checklist, print off the one below.

How to Plan an SEO Campaign

Rather of providing you with an SEO strategy template that will lead you down the incorrect path, let's take a look at the main ideas to keep in mind when developing an organic search strategy. Whether you're a newbie or a seasoned SEO pro, it's critical to master these essentials.

Set SEO objectives.

Before you embark on a large search engine optimization (SEO) campaign, you must first outline your objectives. After all, your SEO actions won't have a verifiable ROI if you don't have defined targets. It's also crucial to link SEO results to top-level indicators like revenue.

Begin by determining your desired marketing outcomes, and then move backwards to define your process objectives.

  • Do you want to boost your online sales? Which business units, products, and services are you looking for?
  • Are you attempting to increase market share within specific demographics? Which demographics will you target, and how will you track your success?
  • Do you want to increase the number of visitors to your website? What is the volume of traffic? What weight will you give inbound traffic to one page over others?
  • Do you want to use demand generation marketing or lead creation to increase conversions? What metrics will you use to track conversions and micro-conversions? How many people do you need to see, and when do you need to see them? 

Think about SEO scalability.

Scalability is one of the most difficult issues that enterprise organisations confront when building an SEO website strategy. In-house SEO teams are highly intelligent and productive. They have a knack for getting things done. However, they rarely have the resources to produce vast amounts of SEO material or generate high-quality links.

Plugins and third-party software subscriptions are only the beginning of a really scalable SEO strategy. Stridec's SEO software helps businesses identify market share opportunities, streamline keyword research, and manage blogger outreach.

Scaling your SEO business approach requires integration and standards. Lead cross-departmental coordination with web development, brand management, product management, and sales to achieve this goal. Remove silos and implement defined processes and systems so you can see what's going on and who's to blame.

Keeping executives and other departments updated about progress toward stated goals is crucial in a large corporation. Dashboards enable you to scale your SEO reporting to as many individuals as you need to know. It's simple to extract data from Google Analytics, Google Search Console, SEMRush, or Ahrefs, for example.

Compile a list of competitors.

The process of studying your competitors in order to improve your own SEO approach is known as competitive analysis. Examine the organic search ranks, online reviews, blog strategies, and backlink profiles of your competition. Then investigate their user experience, social media, target audience segmentation, unique selling propositions, and differentiators.

You may expand on your research by conducting a technical SEO audit. Examine the health of their website, as well as the execution of technical SEO, page speed, and mobile friendliness.

Of course, your top competitors should be included in your competitive analysis. It's vital, though, that you include your internet competition. Even if they aren't direct competitors, include websites that rank on the first page of Google for your goal SEO keywords.

An industry publication, for example, could jeopardise your search engine results page (SERP) ranks.

It is self-evident why a dual emphasis on competitors is necessary. To attract the greatest search traffic, you must outrank your online opponents just as much as your defined competitors.

For example, if you're a cosmetics company, you might not consider Byrdie, an online publisher, to be a competition. When it comes to search, though, Byrdie outperforms the competition and syphons precious visitors down the funnel. Here's a link to our Byrdie SEO case study.

Conduct keyword and topic research.

Keyword research is the cornerstone of any successful SEO campaign. It may seem self-evident, but it's critical to generate content and web pages that your target audience seeks out. Large brands frequently overproduce material that doesn't target certain keyword phrases or constantly targets the same term.

Proper keyword research can help you avoid this blunder and increase your SEO ROI.

You'll be able to cover themes completely without cannibalising keywords or diluting value if you use comprehensive keyword research. This translates to higher website traffic, engagement, and conversion rates.

Incorporate topic clusters into your SEO plan.

Take a broad approach to your research rather than a focused one. A high-performance SEO programme cannot function without single keywords. It's also critical to determine the broad themes in which you're an authority and deserve a high SERP position.

Topic clusters are a great way to use pillar sites like this blog post to leverage very broad subjects.

As you may have observed, SEO strategy is a broad topic (or pillar page) that encompasses a wide range of subtopics. In the pillar-cluster approach, these subtopics are referred to as cluster pages. Pillar pages provide a basic overview of a topic and provide links to more detailed resources.

Topic clusters have a lot of potential. You may cover the entire range of a keyword group, from high-volume head phrases to highly particular long-tail keywords. Internal linking allows you to show search engines your breadth of coverage and pass inherited link value between relevant material.

Choosing the best keywords

How do you come up with keywords to fuel your website's search engine optimization strategy? Stridec created its own set of technologies for identifying untapped market share, anticipating content requirements, and increasing keyword research efficiency.

Here's a complete list of tools and techniques you can use to uncover the most significant search phrases, in addition to proprietary technologies.

  • For mountains of keyword-related data, use comprehensive SEO tools like Ahrefs, Moz, and SEMRush.
  • Utilize keyword research tools such as KWFinder, Keyword, and Soovle.
  • To determine how easy or tough it will be to rank for each keyword, use a keyword difficulty tool.
  • Remember to look into long-tail keywords as well as head terms.
  • Check Google Search Console to determine which keywords are already driving organic traffic and where you can improve.
  • Examine Google's first and second pages to check your search purpose.
  • Look at Google Search Tendencies to see if there are any emerging trends or seasonality.
  • To get comparable term ideas, use Google's autocomplete and "people also ask" tools.
  • Use an SEO tool like Answer The Public to look into terms like "why" and "how."
  • Using BuzzSumo's "Questions" feature, you can find relevant questions from millions of forum posts, Amazon, Quora, and other sources.
  • Also, don't overlook your company's vast database of client feedback. Information from surveys, reviews, live chat, chatbots, social media, blog comments, sales calls, customer support calls, and other sources may be included. 

In our in-depth post about Voice of the Client, you can learn more about getting customer feedback.

Align content with the aim of the search

Because it supports Google's search purpose, search intent is one of the most important components of keyword research. To put it another way, Google wants to give the most relevant material to users as rapidly as possible.

A keyword could have a lot of searches. It could, however, be caused by user intent that is out of sync with your content, business, products, or services. Ranking would be nearly impossible in that circumstances, and any traffic would almost certainly bounce without converting.

How can you figure out what Google thinks about your search intent?

Examine the top 10-20 results for your keyword. Are they focused on research, solutions, or branding?

If the results are primarily how-to articles, for example, developing a case study service page may be ineffective. When a search for skincare cream returns results from Wikipedia, WebMD, Mayo Clinic, Healthline, and other relevant sites, your skincare cream's product page isn't (yet) what the user wants or needs. If the data clearly point to a different industry, it's preferable to look for something else entirely.

You can't go wrong if you focus on fulfilling the search intent with your destination pages. A winning keyword strategy is one in which the intent of the keyword and the page are aligned. This results in the optimum user experience.

Differentiate headlines to increase CTR on SERPs

To increase your CTR, it's critical to differentiate your message in the SERP. It's one thing to rank on Google's first page. It's another thing entirely to rank high enough for searchers to click on your link.

Both are critical. Poor rankings indicate a lack of visibility, and rankings without clicks will not help your company grow. (A lack of clicks can also indicate to Google that your content isn't relevant.)

Examine what comes up on Google's first page for your chosen keywords. Examine the SERP listings' messaging and copy. Is it possible that they're all saying the same thing? Is it difficult for a searcher to differentiate between different results? Use more appealing wording that still aligns with aim to stand out if there isn't much differentiation inside the SERP.

An SEO approach that runs the entire conversion funnel

When planning your SEO strategy, keep the full conversion funnel in mind. Ecommerce SEO should expand beyond items and category pages, even if you manage a huge online retail firm. Consider how your consumers' needs change as they progress through their journey.

Consider tofu, mofu, and bofu

Throughout the purchasing funnel, you must provide your audience with relevant, helpful information as well as a positive experience (ToFu, MoFu, BoFu). Your brand must be there while new buyers are researching broad head phrases, asking more detailed inquiries in the middle of the funnel, or comparing brands and goods at the bottom of the funnel. Your competitors will step in to fill the hole if you aren't present.

Along the journey, map client pain points to keywords.

How do you cover such a lengthy and deep funnel successfully when the client journey could take months?

Find out what the customers' problems are. Then, within the buying funnel, map keywords to each pain point. Finally, address the anxieties and concerns that are preventing people from acting.

Prospects may be looking for symptoms rather than solutions at the top of the funnel, for example. As a result, using informative blog posts to assist customers grasp the fundamental reason of their problem makes sense. Alternatively, they may be attempting to educate themselves but are unsure where to begin. Grab their attention with an engaging piece of related material in this scenario.

The prospect is beginning to engage with numerous brands/vendors in the middle of the funnel. The prospect may be seeking for more complex and extensive content at this point, as well as particular product information.

The prospect may be considering options and making a final decision when they near the bottom of the funnel. With a ROI calculator, a competitor comparison matrix, or customer evaluations, you might be able to push them over the finish line.

SEO strategy: branded vs. non-branded

Customers may not have certain companies in mind at the start of their journey. As a result, individuals are more likely to choose generic, non-branded terms to learn more about the topic or product category.

When people start thinking about specific organisations, they frequently run numerous branded searches. They can look up the product's name, the company's name, or customer reviews. They could browse for articles that compare rival options. These kinds of branded searches should provide the information needed to address the searcher's question. They must, however, establish confidence with the individual.

Consider a situation when one of your consumers is about to make a purchase and comes across a spate of 2-star reviews. A deluge of bad feedback on ComplaintsBoard or TrustPilot will almost certainly compel them to reconsider and return to the drawing board. You may just as well write a check to your competition. Furthermore, unfavourable word of mouth (both online and offline) would most likely spread, affecting future purchases.

If you want to increase market share, you need to include both branded and non-branded search queries in your SEO strategy.

Make the most of your assets.

Using your strengths to dominate organic search results is a highly effective method. How? Increase your efforts in the categories where you now score well.

Rather to cherry-picking a few unrelated high-volume search terms, focus on dominating the vertical you're already winning in. Saturating the funnel with huge sets of overlapping keyword groups can help you communicate your knowledge to search engines while saturating the funnel.

Consider that for a moment. If you're good at chess, you should be able to learn and master hexagonal chess rather quickly. From there, you might be able to make a name for yourself in the Japanese game of shogi. All of these are strategy games.

Attempting to transition from chess to football or basketball, on the other hand, would be substantially more difficult. In fact, regardless of your chess prowess, you could be a complete loser in the new sport.

Aim your focus where Google already knows your brand as relevant and authoritative, and you'll notice incremental results more sooner and simpler thanks to the halo effect. As a result, you can continue to create a specific ecosystem in order to gain supremacy in that area before moving on to more difficult locations.

SEO strategy that is technical

You won't be able to dominate the SERPs with just a keyword strategy. Your website must also be technically sound and search engine optimised. This may seem self-evident, yet it's typically the most difficult obstacle for massive businesses to overcome.

Deep Crawl, Screaming Frog, and OnCrawl are some of the tools that can assist you find crucial technical SEO concerns.

Internal obstacles and development bandwidth can sabotage important technological changes, forcing SEO teams to rely on link building instead of setting the necessary foundation. As a result, crawling, link equity distribution, and user experience are all affected by technological concerns. As a result, the Google algorithm is less likely to give your site a high ranking.

On large, complicated websites, search engines frequently get lost scanning unimportant page URLs. If you examine your log files for crawl budget efficiency, you may see indexable pages that receive no bot traffic or non-indexable pages that receive a lot of bot traffic.

You could also find that pages that take longer to load perform poorly in organic search. It's possible that your URL structure is faulty. Alternatively, you may have mixed content, in which some of the linked information on a page is not HTTPS in the same way that the rest of the site is. Perhaps you've seen an increase in 404 error pages. It's possible that your XML Sitemaps contain obsolete or missing URLs.

The core of your search engine optimization approach is technical SEO, which must be prioritised. Your content and backlinks will have a lot higher impact on your organic search results if you have a good technical infrastructure.

SEO content strategy

High-quality content is one of the top three SEO ranking indicators, according to Google's former Search Quality Senior Strategist, Andrey Lipattsev. But what constitutes excellent content? And how can you create a content strategy that has an impact on your major business goals?

Answer: Create a content strategy that is based on an SEO structure.

To affect pages across your website and throughout your client funnel, stridec employs a spectrum of research, strategy planning, IA and page-level outline, and complete publishing capabilities. We research the search environment in your industry to determine the best topics to target, as well as the underlying intent of those searches and the types of content formats required to rank, such as product pages, blog posts, and long-form content.

An SEO-focused approach to content marketing not only helps Google comprehend your relevance, but it also helps you give a better customer experience when your audience is looking for answers on a specific issue. As a result, you'll get a lot of high-quality backlinks while also satisfying your customers.

Here are some more advantages of content marketing.

SEO on-page

Even the most excellent content won't bring in organic traffic if it isn't properly optimised for the keywords that people are actually searching for. On-page optimization, on the other hand, is a vast subject that encompasses titles, headings, picture alt text, anchor text, search intent, schema for featured snippets, and much more.

Read our step-by-step guide on on-page SEO tactics for search experts if you need a refresher.

Your page title tag, H1 tag, and subheads are the most essential on-page SEO ranking signals. Your strategy, on the other hand, should go much beyond headings and meta tags. You must also consider search purpose, linked entities, coverage depth and breadth, and internal links. Even while the meta description isn't a direct ranking indication, it can help with SERP click-through rates.

Make no mistake: this is a massive effort that will necessitate specialised knowledge, technology, and procedures. To create and refine content, our content team uses a variety of industry-leading SEO tools. However, we've developed our own proprietary technology to fill in the gaps left by these products.

Plan out your complete on-page optimization project to increase efficiency. Then devise a method for attacking one page at a time in a systematic manner. Download our on-page SEO and copywriting checklist if you need some assistance.

Link-building strategy off-page

Any efforts you perform outside of your website to improve your SEO are referred to as off-page SEO (also known as off-site SEO). Link building, getting published on third-party websites, and being interviewed are all common examples.

On-page optimization isn't enough for Google because it considers what others think about your brand. You must show search engines that others regard your brand as authoritative. You should execute deliberate outreach to high-quality, trusted websites and influencers to truly maximise your organic search results.

Keep in mind that not all links are created equal.

A relevant backlink from CNN, which has a high domain authority of 95, is worth far more than 100 links from Pete's Pizza or Betsy's Basket Weaving Blog.

The importance of PageRank and trust cannot be overstated. Make sure, though, that the websites you're linking to are likewise relevant to your business. Backlinks from a math tutoring website to an auto insurance firm are a huge red flag for link manipulation. (Note: This is a real-life example, and indeed, Google penalised the company after the manipulation was discovered.)

Finally, broaden the scope of your backlink profile. Getting 100 backlinks from the same website isn't as valuable as getting 100 backlinks from 100 different, high-quality domains. As a result, you should consider scaling up your link acquisition strategy. The Chorus platform, developed by stridec, combines content discovery tools and CRM features with a database of over 9 million publishers and influencers. This allows us to carry out strategic outreach at a large scale to highly targeted populations.

Search method for mobile devices

According to Statista, mobile searches now account for 59 percent of all Google searches, up from 45 percent just five years ago. And this is an increasing trend.

With the growing popularity of smartphones and mobile search, it's only natural for Google to shift to a mobile-first index model. This implies that it's more crucial than ever to optimise for mobile, or you risk harming not only your mobile search engine results, but also your desktop and tablet search engine results.

How do you make sure your website is mobile-friendly?

Create a responsive website that can be seen on mobile devices and loads quickly. Examine whether your SEO copy adequately covers your target term if your mobile material differs from your desktop content.

Finally, use Google's Mobile-Friendly Test tool to discover how Google sees your mobile-friendliness. You can also utilise Google Search Console's Mobile Usability function to look for any potential mobile problems. You can check how your content renders on different mobile viewports without ever leaving the page if you know your way around the developer tools in web browsers.

SEO video approach

YouTube is a search and social media behemoth, ranking as the world's second most popular search engine. Every day, over one billion people view over one billion hours of video. You must pay attention to video SEO if you want to have that kind of impact.

Because of its prominence, YouTube is an essential component of your search, social, and content strategies. However, the benefit extends far beyond enhanced YouTube presence among your target audience segments.

A good video SEO plan will help your content rank higher in Google's search results. As a result, video development and optimization will bring value to your digital marketing approach.

How can you succeed in video SEO?

Use tools like YouTube Suggest, YT Cockpit, vidIQ,, and Tubics to get started with advanced video keyword research.

Create fantastic movies that are better than rival videos for your target themes once you've defined your keywords. After that, work on improving the title, description, metadata, and tags. Include a transcript of the video on the page and use a video sitemap to improve your optimization.

Remember to incorporate the video into your own website. Also, make sure the video is appropriate to the page it's on to provide a great user experience.

Strategy for finding voices

The popularity of voice search is continuously growing. According to Comscore, by 2020, voice search will account for 50% of all searches. Voice-based shopping is predicted to reach $40 billion in 2022, according to OC&C Strategy Consultants. Voice search, according to Google's Behshad Behzadi, is the fastest increasing method of search.

Instead than inputting search queries into a device, voice search allows individuals to communicate with technology via speech instructions. Voice-activated technology is capable of much more than simple job management. Voice search is quickly becoming the most popular way to find information on the internet.

  • Voice search optimization is not the same as traditional search optimization.
  • Simple, clear, and natural language is used by smart devices.
  • Because voice search is all about finding the single greatest answer, focus on long-tail keywords that you can actually dominate.
  • According to Bing, voice searches are most commonly in the form of phrases, with the typical search being between six and ten words.

Use tools like BuzzSumo Question Analyzer to find the most frequently asked questions online across hundreds of thousands of forums, such as Amazon, Reddit, Quora, and Q&A websites, to succeed in voice SEO.

SEO approach for local businesses

If you're a merchant or service provider with physical locations, local SEO, which entails optimising a website to be found in local search results, is a crucial discipline to include in your SEO plan. It's particularly crucial if your market is geographically based, whether or not you have a physical location.

When it comes to converting interest into sales, local SEO is very vital.

According to Google, local purpose is present in 46% of all Google searches. According to a report by the Local Search Association, search engines are the most popular way to access local company information, with 87 percent of survey respondents using a search engine to locate a local business. According to Forrester, mobile devices will influence more than $1.4 trillion in local purchases by 2021.

Keep your Google My Business account, as well as the numerous other local listing sites online, up to date to succeed at local SEO. Yelp, Citysearch, and other comparable local directories fall into this category. In all local listings, keep your NAP (name, address, and phone number) constant.

Make your sites and content more local by include state, city, and even neighbourhood names. For more local coverage, you may also optimise for "near me" searches.

Reviews can have a big impact on the outcomes of your local search efforts. According to Qualtrics, 82% of customers examine internet reviews before making a purchase. Create a software that asks satisfied customers for feedback.

SEO approach for international markets

If your company is multinational, your SEO strategy should include optimising your website for multiple target locations around the world. International SEO is the practise of optimising your website so that search engines serve up the appropriate country-version and language-version of your site to visitors from all over the world.

Use an international-friendly URL structure so that the country and language are displayed to get a well optimised site. Of course, each site version should also be available in the local language or languages.

Implement hreflang tags to aid Google in determining which language is being used on a certain page, especially if the same content is being utilised in multiple international versions of the site. This ensures that the correct language version of the site appears in the SERPs for various queries around the world.

Branding, search engine optimization, and reputation

Although branding and SEO aren't necessarily linked, there are many cases where a strong brand reputation improves organic search results. More fans might be attracted by a powerful brand. The more admirers your brand has, the more they will talk about it, engage with it, share related information, and link to it.

When all other factors are equal between you and your competitors, the strongest brand will typically attract the most traffic and backlinks, which can convey a strong signal to Google that the brand is authoritative.

Consider Airbnb's meteoric rise. They have been entirely committed to appealing photography and design thanks to their expert branding. When the chance arises, the brand uses host and guest stories to tell their narrative. As a result, the media, influencers, and the general public pay attention to Airbnb.

All of this contributes to the brand's online visibility and organic search results being strengthened. There are more than 253 million results for "Airbnb" in Google (and a whole lotta brand love). Over the last decade, the brand has amassed over 31 million backlinks ( has around 10.7 million, and has just over 4 million), posing a strong challenge to competitors.

User Experience (UX) with Search Engine Optimization (SEO)

The fundamental purpose of SEO is to get your pages and content to the top of Google's search results. And it now entails more than just keyword optimization. It also implies that you must give a greater user experience.

Why? Because Google's primary purpose is to provide searchers with the most relevant and useful results possible.

As a result, make user experience a priority in your SEO approach. Satisfy search intent and consider how to engage with your audience in a positive way. Analyze click and scroll data with behavioural analytic software, and A/B test CTAs whenever possible.

You'll lower bounce rate and possibly increase conversions if you deliver an outstanding digital experience.

Development of SEO and marketing strategies

Many businesses start with a marketing strategy, replete with projects, campaigns, and assets, and then add SEO as a bonus. Then they try to improve on what they've already created.

Instead, SEO may operate as a powerful compass upstream in the marketing plan development process by employing search data as an insight engine. Rather than optimising already baked campaigns, your audience and competitive landscape knowledge should inform the strategy you use across all channels and stages of the funnel.

Using this method, you'll be able to match each buyer persona and piece of content to the best marketing channel for them, whether it's paid, social, or organic.

Marketing synchronisation

Integrate your SEO best practises with other marketing vehicles to optimise the value of your SEO efforts. SEO may assist you improve your online reputation, paid search, public relations, social media, and website, among other things. When you approach your marketing holistically, all of your marketing, including SEO, will benefit.

For example, for terms that are too expensive to generate a respectable marketing ROI with sponsored search, you can focus on organic search. Alternatively, you can use sponsored search and advertising to drive visitors to a certain term while you build an SEO foundation.

When it comes to SEO and public relations, you may naturally pass SEO value by seeding important keywords within PR placements. As a result, SEO improves online performance and the return on investment from PR wins.

Furthermore, search engine optimization analysis provides useful information to the public relations staff. It provides further context for the importance of websites, bloggers, and influencers in the PR team's relationship-building efforts.

Off-page SEO includes public relations. As you develop contacts with reporters and media, more options for organic backlinks from high-quality websites become available.

More information on the advantages of integrated marketing can be found here.

Keep an eye on SEO indicators and KPIs.

Define KPIs ahead of time so that you only measure SEO performance metrics that are relevant to your objectives. The rest is just a vanity metric. Consider KPIs in terms of the 80/20 rule: concentrate on the 20% of activities that produce 80% of your results.

Is your blog, for example, the sole source of your conversions? Is it possible that it's one of your top five product category pages? Keep meticulous track of the data that show how well your top pages perform so you can improve them using an SEO content plan.

KPIs for keyword ranking include:

  • Keyword Rankings on Page One: Keeping track of the number of Google page one ranks can help you gain market share, push competitors down the search rankings, and increase visitors.
  • Keyword Rankings on Page Two: These search terms are good candidates for a determined SEO drive to take them to page one. This is the place to start if you want to prioritise something.
  • Rankings for all keywords: Understanding your general rankings landscape, similar to the above, will assist you determine where to focus your efforts and where you'll need a longer timeframe and plan to get traffic benefits.
  • Market Share of Organic Products: Rankings are great, but how much market share (or share of voice) do your rankings control? stridec calculates existing market share against total possible organic opportunity using many data points and internal technology. This measure is far more useful than a basic ranking position count.

Discover which Google ranking criteria can propel you to the top of the search results! Ask us how we evaluate market share opportunities for Fortune 1000 brands if you want to succeed in the SERPs.

Additional SEO KPIs to consider are:

  • This KPI indicates the value of all those keyword rankings – TRAFFIC!
  • Organic Traffic Unique Visits to the Landing Page: Knowing how much organic traffic you're getting is one thing. Understanding the precise sites that are the direct recipients of such traffic, on the other hand, can help you connect your SEO efforts with your overall marketing aims.
  • Session Types for Organic Sessions by Geographic Region: This information can assist you understand where you're strong and weak regionally, allowing you to focus on market awareness building where it's most needed.
  • Page Count per Session: This KPI assists you in determining the quality and amount of engagement of your organic visits.
  • Referring Domains: Because backlinks are one of the most essential ranking criteria in SEO, it's crucial to keep track of your progress in obtaining fresh, high-quality backlinks from trustworthy websites.

KPIs for conversion and lead generation include:

  • Conversions: A conversion can be anything from signing up for a mailing list to watching a video to requesting a call from your sales team. Track the various forms of conversions to get a comprehensive view of how SEO is affecting your company's bottom line.
  • MQLs (Marketing Qualified Leads): Similarly, keep track of the MQLs generated by organic conversions. This is one of the most crucial KPIs for your brand to focus on because it is what drives your business forward.
  • Conversion Value and MQLs: Conversions and MQLs are both valuable to your company. Calculate the overall ROI of your SEO efforts by defining the monetary value of each.

Learn more about how to regularly create leads.

Looking ahead to the future of SEO

You can't just "set it and forget it" when it comes to SEO success. You must optimise your site on a regular basis, publish high-quality content, and obtain reliable backlinks. Additionally, be ready to capitalise on new SEO trends at all times (voice search was a non-starter years ago, for example).

Keep in mind that areas like mobile search, voice search, video, and structured data are becoming increasingly important.

Attend or view a video of the Google I/O developer conference every year for a glimpse into the future. "I/O" stands for input/output, and "Innovation in the Open" is the slogan. Google gives a glimpse into the future throughout the event, introducing new products, features, and technology. This will assist you in determining Google's overall direction.

With the widespread use of linked devices, it will be necessary to track searcher behaviour across a variety of devices in a variety of contexts and situations. Voice search via your car's dashboard, for example, may grow beyond what we think of when we think of Google search on a laptop or smartphone.

The basics, however, will not change: providing a fantastic user experience that matches search intent regardless of where the person is in the funnel.


What exactly is an SEO strategy?

A detailed plan to increase a website's search engine rankings in order to garner more organic traffic is known as an SEO strategy. Technical SEO, content planning, on-page SEO, link development, and user experience should all be incorporated into this strategy.

How to do Technical SEO?

  • Use SSL
  • Ensure your site is mobile-friendly
  • Speed your site up
  • Fix duplicate content issues
  • Create an XML sitemap
  • Consider enabling AMP
  • Add structured data markup to your website
  • Register your site with Google Search Console and Bing Webmaster Tools.