Organic search engine traffic to your website is consistently ranked as the highest converting traffic you can have. It stands to reason that companies would want to increase visits— and essentially revenue —by establishing a successful SEO strategy.
Building this strategy requires some effort and knowledge of how the ever-changing world of SEO works. Here we will discuss the steps your organization should take to implement a successful SEO strategy for your brand.
1. Understand The Target Visitor
For years search engine optimizers have referenced their brains as being the best keyword research tools. This simply refers to the empathy and understanding an optimizer must have to envision what a target visitor is looking for when they enter a certain keyword.
When we accurately understand what the visitor is looking for, we can provide the answers they need that lead to a conversion much more easily. Using existing analytics tools and other keyword information collected, a plan can begin to form around providing the answers, products and data the visitor needs.
2. Analyze Keyword Search Numbers
Aside from understanding what the visitor wants when searching using a specific keyword, software tools often give the number of searches performed for each phrase on a monthly or daily basis. A particularly specific search query is often representative of a visitor who is more advanced in the buying process. This is important to remember as the numbers for these “long-tail” keyword searches won’t be as high, but these searches often convert at a higher percentage rate.
3. Make A Keyword List
In this step, the keywords from steps one and two are combined to paint a descriptive picture of what the prospect is looking for and how often they are searching. This important list represents the corner stone of your entire successful SEO strategy. From here content titles, ideas and topics can be created.
4. Strategize The Content
Each keyword from the list should be turned into a page or post on your website. These posts/pages should not be added all at once, but over time. Each of the pages will need a topic, because keywords are generally not specific enough, a title to grab the visitors attention and encourage them to read, and proper optimization.
The content team should use a content planner or editorial calendar to list the titles, topics, and keywords. Ideally the planner will have space for designated internal links as well — an important optimization tactic.
5. Optimize the Content
Once each piece is written it should be optimized for search engines. WordPress and many marketing automation platforms enable you to add meta tags to the content using a visual editor or plugin. Most companies find that an SEO checklist will help as it specifically describes each item that should be optimized.
6. Track Everything
Google Analytics is one of many analytic software solutions that provide tracking for what works on a website. While there are more advanced tools on the market, Google Analytics is a good starting point.
Customized reports can provide information on which pieces of content are converting, what keywords are being used to find the information (in webmaster tools) and where visitors are spending the bulk of their time on a website.
A successful SEO strategy requires strong planning and execution. Using the six steps outlined here, an organization can structure their strategy around the right keywords while speaking to the audiences that most need this information.
Start improving your SEO using these 6 steps today and if you need assistance, consider contacting HiveMind Marketing.