Your SEARCH ENGINE OPTIMIZATION marketing strategy is the key to unlocking your brand’s growth possible. It’s how you rank upon search engine results pages (SERPs), drive organic traffic to your website, plus ultimately grow conversions and sales.
Although every marketer today offers heard of SEO and most know its importance, most manufacturers approach SEO with a selection of separate tactics rather than connecting it to your overall marketing strategy . The end result is a fragmented SEO effort that doesn’t earn almost the ROI it could.
In this article, we’re going to cover what constitutes a correct SEO marketing strategy, how content marketing supports it , the most important parts, and ways you can begin creating yours right away.
- A cohesive SEO marketing strategy optimizes individual techniques like keyword targeting and backlinks.
- There are no cutting corners to a great strategy. The best way to rank is to consistently produce high-quality, human-focused content.
- Technical SEO plays a critical function in enabling search engines to get and index your content.
- Knowing your competitors and what exists currently on SERPs can help you cash in on SEO opportunities with your content.
- Your SEO online marketing strategy should be metrics-driven, using specific KPIs to evaluate how properly your strategy is functioning.
What is an SEO marketing strategy and why is it important?
An SEO marketing strategy is a brand’s overarching method of improving search engine rankings to drive more organic traffic. When a lot of people think of SEO , they think of things like keywords and backlinks, and these things are components of a great SEO strategy. But they aren’t going to be as effective as they could be unless there exists a detailed plan behind the way they are implemented.
A true SEO marketing strategy goes beyond individual tactics to think holistically about the way your brand is represented on the web. It puts you in control of what kinds of searches your brand is represented in, which content is shown to customers at different stages from the customer journey, and how your own value proposition and general brand stacks up to your competitors on SERPs.
Why is all of this important?
Think about these statistics:
- 93% of online experiences today begin on search engines like google. If you aren’t ranking for your right searches and showing up near the top of the list, you are essentially invisible to prospective customers.
- More than half of all website traffic is driven by organic search (compared to paid ads and social media, which drive 10% and 5% associated with traffic respectively).
- Less than 1% of Google searchers ever click on results from the second page
Simply speaking: if you aren’t ranking at the top of SERPs, you’re invisible for your potential customers.
Aspects of a strong SEO marketing strategy
Keywords are important, but your topic clusters are the foundation of your keyword strategy. When you decide on the high-level topics your brand should have authority plus presence for, you can be a lot more intentional about the keywords a person target.
Whenever you use topic clusters to build your SEO marketing strategy, you can protect a wide range of keywords that fall under one cluster, creating pillar content (more on that later) covering the main topic and linking out to associated with your content that covers subtopics within that cluster.
This approach enables you to rank for both high-volume short keywords and long-term, specific niche market keyword phrases that fall under this.
Keyword focusing on
Keywords are words and phrases commonly searched for on Google. They’re one of the main determining elements in your SERP rankings because, when used correctly, they will tell search engine crawlers exactly what your content is about.
Keyword targeting requires more technique than it did previously. Google penalizes brands who seem to simply stuff keywords into content with little meaning, and they use sophisticated AI equipment to determine which content under a certain keyword is the most related and valuable for users.
The best way to make certain your keyword targeting is definitely on the mark is to execute thorough keyword research. Equipment like SEMRush and Ahref’s make this easier than ever. Check out this quick tutorial on SEMRush’s Keyword Magic Tool to find out how it works:
Metadata like your title and meta description are the first issues a user sees when your brand name appears in their search outcome.
Similar to subject lines of emails, your metadata helps users evaluate if they want to click on your content. As such, metadata should never be approached as an afterthought. Use it to make a compelling case for your content. When done consistently over time, great metadata will improve your SEO marketing strategy by traveling more engagement and visitors your site.
Technical SEO is the nuts-and-bolts part of your overall SEO marketing strategy. Defined briefly, it’s the process of keeping your website’s structure and content aligned with technical search engine requirements.
Strong technical SEO enables search engines to easily find, crawl, and index the pages on your site — a vital part of earning SERP rankings. There’s a lot to know with regards to technical SEO. (Let all of us know if we can help – we can include an SEARCH ENGINE OPTIMIZATION audit in any client wedding! )
Internal linking is an important component of on-page SEO, which is the process of customizing individual web pages to make the most relevant content probable. Mainly, you want to use high-authority, high-ranking pages to drive more traffic to other pages that require more of both.
Here’s a more in-depth take a look at internal linking from Ahref’s:
Backlinks occur whenever other (preferably high-authority) websites link back to your content, traveling more organic traffic. There are a lot of methods you can find out there designed for intentionally building backlinks, yet really, it’s just a lengthy game. The best way to earn inbound links is to create consistently excellent content over a long period of your time.
Here’s more on backlinks in one of our earlier articles.
Methods to develop a strong SEO technique
Write with regard to humans first
Google ranking algorithms are smarter than ever. There are simply no shortcuts or easy methods to cheat the system and receive rankings faster. The best way to develop a solid SEO marketing strategy plus earn higher rankings would be to focus on the real humans who seem to make up your customer bottom and the kind of content that will add value for them. Google will recognize authentic, important content and rank this accordingly.
Develop pillar content
Pillar content aligns with your topic clusters. These pieces serve as your anchors towards the topics you most want to rank for. They are typically evergreen pieces and the main sources of internal links to content.
Know your competitors
To become as informed as possible as you build your SEO marketing strategy, you need to know what the SERPs appear to be for your target keywords. What brands are already ranking? What types of content are at the top of the list?
You may use this information to conduct deeper competitive analyses and create skyscraper content that adds even more value for your customers than what already exists.
Pay attention to search intent
Aligning your articles with consumer search intent increases the likelihood that they will engage and ultimately discover value from it. Intent is an important part of making sure the right content gets to the right customer in the right time. Ask yourself: what are people looking for when they visit a specific keyword or phrase?
Look at the current SERP to see what’s already ranking high. These procedures will tell you, for example , whether to create an in-depth guide or even quick punchy list to get a target keyword. Even more importantly, can help you understand where your potential customer is in the buying process when they interact with your content.
Refresh outdated content
There are numerous reasons old content might drop in rankings or even lose traffic over time. Google ranking factors change, articles becomes outdated, competitors make new content, and Search engines prefers fresh content overall.
But none of these make your previous content unusable — in fact , keeping your existing content material updated is a smart way to enhance new traffic and create compounding ROI on your content over time. It also ensures your SEO marketing strategy isn’t dragged down by content that’s no more performing.
Here’s real data tracked by HubSpot on the performance associated with several blog posts pre- and post-update:
We look back at our own content articles and regularly refresh content that used to rank or get lots of traffic. Contending articles are pruned and re-directed to the updated refresh.
Last but not least, maintain your SEO marketing strategy metrics-focused. Once you measure your performance regularly, you’re able to know if your technique is working and when you have to make adjustments. We suggest starting with these five crucial content marketing and advertising metrics :
- Traffic – Measure the number of unique visitors to your site, web page views, and unique pageviews to understand how much traffic your internet site is attracting.
- Conversions – Conversion means something different for each brand. It could be a membership, download, or purchase. Primarily, you’re measuring the rate from which users are taking the specific actions you’re asking them to consider.
- Engagement – This one is less cut-and-dry. A good tool to use is the Audience Review dashboard on Google Analytics, which shows you metrics such as session length and average quantity of pages viewed per program.
- SEO performance – Measure your rankings across your own target keywords and content.
- Authority – High power not only increases rankings yet builds brand trust and reputation.
Strategy + Quality + Consistency = Content Marketing and advertising Success
Marketing Insider Group’s Content Online marketing strategy and SEO Blog Writing services will help you develop an effective technique, implement it to hit your goals, and track essential KPIs.
We are able to create quality, optimized articles for you to publish on your website every single week. We’ll furthermore promote your content for higher visibility and track your ROI so you know exactly how it’s performing.
Ready to get started? Schedule your quick appointment today.