Using content marketing within your business has many benefits.
Whether you want to secure a top ranking position on key search engine results pages (SERPs), increase organic traffic, or drive additional sales, you need a robust search engine optimisation (SEO) strategy that has the power to propel your business towards even bigger and better successes.
What is an SEO strategy?
SEO should sit at the heart of your overall digital strategy because it is what’s going to enable you to generate qualified, organic leads that you can channel into your marketing funnel. So, if you want to secure more prominent ranking positions and drive more traffic, you’re going to need an SEO strategy.
By investing in your understanding of SEO and creating a data-driven plan, you will be putting yourself in the best possible position to effectively market your website in ways that will allow you to do capitalise on quick wins whilst setting the foundations for future successes.
The four pillars of an effective SEO strategy
As we have already established, there are hundreds of ranking factors, including variables that might only be pertinent to certain businesses operating within certain industries. As such, we want to encourage you to approach SEO with an open mind and focus your attention on the four pillars that every effective SEO strategy utilises.
Technical SEO: Technical SEO essentially determines how successfully the content on your site can be crawled and indexed. A significant percentage of your technical SEO is likely to be handled by your chosen content management system (CMS).
For the bits and pieces that aren’t, however, there are several user-friendly tools that you can use, including Deep Crawl and Screaming Frog, which will bring any technical issues to your attention.
Content: In many ways, your website is essentially just a wrapper for the content that sits inside. After all, it is your content that communicates the essence of your business to your audience, ideally in ways that will allow them to connect with who you are. And if you’re really smart with your content strategy, you can step beyond promotional content into the realms of informative and aspirational content as well.
On-Site SEO: In addition to ensuring your website as a whole is well-optimised, you also need to pay attention to optimisation at page level. And yes, this does mean every single page on your site.
You’ll want to start with the structure of your site, ensuring that what you’re offering is well-organised and easy to navigate. Provided that your website has been carefully structured, the rest of the on-site optimisation process should be relatively simple.
When you are optimising your on-site content, you should keep your customers in mind. So, if you are a local business, you should aim to implement plenty of local SEO tactics into your strategy because your location and your business address are essential optimisation points.
Off-site SEO:
When it comes to off-site SEO, your primary focus is going to be on building authority. Link building is key to this process and although this can be one of the most challenging aspects of a robust SEO strategy, getting this right can help you to make significant gains in SERPs.
Before you get started, you’ll want to think about your link philosophy. We recommend pursuing a positive link-building strategy, as this is likely to already put you one step ahead of your competition.
It can be very easy to fall into the ‘more is more’ thought process when rolling up your sleeves and getting stuck into your link building strategy.
But really, you should instead focus on linking the things that should be connected. If it doesn’t make sense to link it, don’t. Because you are certain to find a connection that does deserve to be linked, that merits more of your attention.
And don’t forget, you only want to secure links from relevant sources. They should provide additional information and context whilst looking natural.
How to measure SEO performance
As with all aspects of your digital strategy, it is imperative to ensure that you understand whether your efforts are driving the results you want to see. In order to determine your SEO performance, you should create a series of goals and KPIs that you will track as soon as your strategy is implemented.
Organic traffic: Organic search traffic is highly targeted, so you want to ensure that as many people as possible are clicking through from SERPs. Looking at an overview of your domain will give you a high-level look at your traffic levels over time but you can delve deeper into your traffic to determine where visitors have come from, how long they stayed on your site, and whether they navigated to other web pages.
SERP visibility: SERP visibility will measure how many searchers are seeing your site in SERPs. If you find that you aren’t as visible as you would like to be, you will know where to focus your efforts to drive better outcomes.
Conversions: The most important metric to measure within SEO is the conversions a campaign generates, be this phone calls, enquiries, emails or online purchases. Although other metrics are important, they won’t pay your bills. A successful SEO campaign should generate additional business and revenue for it to be classed asa a success.
In conclusion
A robust and carefully considered SEO strategy can help you to unlock the full potential of your business. It should sit at the heart of your digital strategy as this is what will help you to secure prominent ranking positions in SERPs, showcase that you are a credible, trustworthy operation, and drive additional traffic directly towards your most important digital asset.
