SEO Strategy – What is it and how to do it?

SEO strategy is the process of defining and implementing steps to improve search engine rankings and get more organic traffic.

Anyone can come up with an SEO strategy, it’s no big deal. However, given the ever-changing search trends, it is very difficult to find a successful SEO strategy. However, it’s not entirely impossible.

Before you can find your own strategy, you must first prepare for it. And to do that, you have to do a lot of research. Digital agencies tend to innovate when it comes to delivering SEO strategies, and even freelancers, who are working alone, dedicate a great deal of their time and resources to planning it.

In this post, we will take a closer look at how to develop an SEO strategy, what they are, how to do it and what are the main tactics to have a successful digital strategy.

What is SEO?

SEO stands for “search engine optimization”, where its translation is  website optimization  for search engines. In simple terms, it means the process of improving your website to increase your visibility when people search for products or services related to your business on Google, Bing and other search engines.

The better the visibility of your pages in search results, the more likely you are to attract attention and attract potential and existing customers to your business.

What is an SEO strategy?

SEO strategy is a detailed plan to improve a website’s ranking on search engines like Google in order to acquire more qualified and organic traffic. This strategy must start from several fundamental pillars, including technical SEO, content strategy, on-page SEO, link building and user experience.

Simply put, SEO strategy is about delivering extreme relevance and value to search engines.

One of the main benefits of a successful SEO strategy is that it introduces your brand to visitors at every stage of the customer journey. As a result, your company becomes a trusted and familiar reference for consumers, no matter where they are in the buying funnel.

What are SEO strategies?

There are three targeted areas for SEO strategies:

On Page SEO : it is the part that focuses on the content present on the website pages, and on how to optimize it to increase the website ranking for specific keywords.

Off-Page SEO: Focuses on backlinks to your site from elsewhere on the internet. The number of backlinks a website has from trusted sources helps build trust and authority in search engines.

Technical SEO: Focuses on the backend architecture of a website, such as the website code. Google cares about both the technical setup and the content, so having a well-structured website is important for rankings.

What are the main SEO tactics and strategies?

Know your keywords

First of all, you can’t do much without knowing what keywords your target market is using to find solutions to their problems that your business can solve.

This requires a lot of research time. You have to understand your potential customer’s need regarding the products or services you offer.

How would you find solutions to your problem? What would you look for in the search engine?

For example, if you sell organic dog food, your potential customer is likely concerned about their dog’s health. Perhaps your dog has food allergies and is concerned about the chemicals and by-products of most dog foods. Start looking. Which sites appear? Look at the words used on these sites.

Write high quality content (Of course)

The key here is to use your marketing sense and create engaging content that is valuable to your target market. Valuable content includes what answers the questions your buyers have, gives them insights they can use, and educates them so they can be better at what they do.

Within the content you are creating, remember to use the appropriate keywords naturally. Don’t try to stuff your pages (ie add keyword terms repeatedly in your content, in your meta tags, in your Alt descriptions, etc.) in an attempt to  rank your site . This won’t help your search rank (in fact, it can hurt it).

This will not impress your website visitors. Who wants to read the same words over and over again? Keep it real – you’re writing for one person.

Use keywords in page URLs

Make sure you don’t ignore your page URLs because they are important for your SEO. This is where your keyword research will be leveraged.

For example, if a page talks about your solar finance product, then the URL for that page should be “/solar-finance”. Focus on the most common and most searched keywords. If you are trying to decide between “solar finance” and “solar leasing”, choose whichever has the highest search ranking.

Don’t ignore page titles

It’s critical to create engaging and interesting titles for your pages. Make sure they focus on your target market. If they don’t, people won’t read all the great content below.

I think answering “What’s in it for me?” for my visitors helps me focus on what to highlight. Ask yourself: What benefit will they get from the content on this page and why should they care?

Once you have that engaged, shorten your title, use strong words, and make it interesting.

When creating these eye-catching headlines, make sure your keyword is in the header tags like H1 and/or subheads (H2, H3, H4). Using the solar finance example above, your H2 might be “Solar Finance Made Easy”.

Review each page to include additional keywords

Now that you’ve created high-quality content that your target market needs (and wants) and you’ve got attention-grabbing headlines and subheads to engage them and encourage them to read more, go back and review everything you’ve written.

In your review, look for other places where you can naturally place keywords. Can you change a phrase to include a keyword? For example, on a page about marketing automation, “Identify the best customers and convert more” could be changed to “Marketing automation helps you identify the best customers and convert more”.

Also, can you create a keyword phrase by adding a word in front of a keyword? If I have a phrase talking about “marketing campaigns” and “marketing automation” is a keyword for my page, we would add “automation” to “marketing campaigns”.

Make multiple revisions to improve the content. You might be surprised at the opportunities you miss the first time, and even the second time around.

Improve user experience

This is beyond website content, but good user experience is becoming increasingly important in strong SEO rankings.

According to Robert Berris, on his blog Three UX Principles That Help Your Website Do Its Job Right, “Over the past couple of years, Google has evolved to place a much greater emphasis on websites that deliver quality user experiences across platforms. and devices.”.

So work with your  website developer  to make sure your website is easy and intuitive to navigate and that each link works and takes your visitors to the next piece of information they are looking for.

Hire a specialized SEO agency

As stated earlier, basic SEO is mostly common sense. But if you can afford it, it’s a great idea to hire an  SEO agency  to make sure your site is really optimized.

An SEO consultant or agency can audit your website and see how it is performing against your most important keywords. They will provide you with a prioritized list of action items to help you take your site to the next level.

Conclusion

For success in your SEO strategy, you can’t just “set it and forget it”. You must continually optimize your site, publish high-value content, and get contextual and authoritative backlinks.

Also, always be ready to implement new SEO trends, which have emerged over the years to increasingly benefit user experience and content quality.