One of the most widely used online marketing tactics is search engine optimization (SEO), which has a high potential for success and few obstacles to entry. However, you need a high-level strategy that outlines your aims and objectives if you want to be successful.
An outsider might find this frightening. However, Google takes more than 200 ranking variables into account when determining search results, so you should at least take a few of them into account when planning your campaign.
Plan an SEO campaign from scratch
Elements of SEO
You should first become familiar with the elements of SEO. The following areas should at the very least receive your consideration if you want your SEO campaign to be successful:
Onsite content optimization
The content on each page of your website needs to be optimized with your target audience in mind. For each page, this entails using the appropriate keywords and delivering content that is sufficiently in-depth.
Technical SEO
The website should be designed for mobile devices, its loading time should be increased, and its indexing and canonicalization should be done as intended, among other technical criteria for optimization.
Ongoing content development
Without constantly creating new content for your website, SEO won't work. For your brand, you must have some sort of onsite content generation strategy in place.
Plan an SEO Campaign from Scratch?
Step 1:Set KPIs & Goals
Defining your goals and figuring out how to measure them is crucial before you start implementing any SEO strategies. You won't be able to determine whether the plan you developed has been successful if you don't define what success looks like for your business.
The best KPIs to track are the actions users take after looking at your website. You can find out if people are visiting your website and whether they like the content by monitoring user activity. Sessions, users, landing pages, clicks, impressions, and engagement levels will be used to interpret this. You may better comprehend what all of this implies by using a tracking tool like Google Analytics or Google Search Console. You can also use Google Tag Manager to build more intricate tracking goals. You may also design a panel for your information to be shown using Google Data Studio or HubSpot.
Step 2:Analyze Your Current Website Setup
Your basic assertion is that this is a simple solution—just keep an eye on keyword ranks. Even if it works, this is flawed and shouldn't be your primary barometer of success. Each and every search result on every user's browser is unique. This is due to the fact that everyday searches vary from person to person. Google records the user's search history and then displays the most relevant results for them based on what their searches reveal.
You must be aware of whether your website is built on a current or obsolete platform. A modern platform, like HubSpot, is quick, safe, and much simpler to optimize. Additionally, it gives you greater freedom to build and tweak your website to your heart's content. I strongly advise switching to HubSpot or a more up-to-date platform, such as WordPress or Marketo, if your current one is old. Sometimes switching platforms is less expensive than paying someone to optimize an old, complicated platform. In the end, the choice is yours, but moving is frequently worthwhile in the long run.
Step 3:Topic Creation & Keyword Research
As previously mentioned, it is essential that we focus our optimization efforts on broad topics rather than specific keywords. To determine the kinds of keywords we want to optimize for inside a specific topic, we must still conduct keyword research.
We must first decide the issues we want to emphasize during the campaign. During a brainstorming session, we carry out this. The goal of a brainstorming process is to get everything out there, thus there are no bad answers in this situation. As many ideas as you can muster should be written down. It might be a longtail query like "What is digital marketing?" or something short like "Digital Marketing" or "About Us."
Organize your work and categorize your researched keywords by subjects before starting this process.
Start by looking at the keywords for which you are currently ranking. Do a keyword gap study to see what your rivals are ranking for that you aren't. After considering this data, you can use the tool of your choice to study further concepts. I enjoy using the keyword magic tool from SEMRush. When you enter a keyword or topic, it will propose alternatives.
Step 4:After completing the study, it's a good idea
to trim the list down a bit so that each subject is connected to a few keywords and phrases. As a general rule, pick keywords with a greater search volume, for which you are currently well-positioned or are within striking range (positions 11–20), and which you can reasonably expect to achieve. Although the length of the term doesn't always important, you'll notice that long-tail keywords tend to have lower search volumes and are simpler to rank for. as opposed to short-tail keywords that are tough to rank for and have high search volumes.
Now that we know the subjects on which we will base all of our content, we also know the keywords we want to use to optimize the website.
Step 5: Establish a Pillar Content Strategy
A website's core is its content, thus if your content strategy is poorly implemented, you could lose out on some major search engine rankings. The way we produce content for SEO has changed, much like Google's algorithm.
Once you've decided on your subjects and keywords, it's crucial to conduct long-tail keyword research to create your content strategy. These keywords will be utilized in the titles of blog posts or for what are known as pillar content pieces. To increase traffic and keyword ranks, both of these pieces of content will operate together.
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