In a world where social media platforms receive much of the hype about traffic, search engines continue to drive most website traffic. This means it is vital for you to perform search engine optimization (SEO) on all digital assets within your marketing strategy.
SEO is to a set of marketing rules that focus on expanding the visibility of your website and its content within organic searches of the major search engines. These are real people reading your website. However, because websites can't see images, create summaries, or make decisions about content, your website content must be formatted so search engines can read and rank it well.
SEO is a combination of technical and creative elements from the keywords you choose to how other websites link to your website, how fast your website is, and more. For SEO to be effective it must drive traffic to your website, improve your rank in search results, and increase brand awareness. This makes having SEO in your marketing strategy an absolute must.
In this blog, we look at the three essential elements for creating a successful SEO strategy to make sure that your target audience can find you online.
Much like a soccer coach needs a strategy for each game his team plays, it is I critical to have an SEO strategy before entering the Search Engine playing field. SEO strategies have evolved over the past five years. Simply selecting a few keywords and loading them into the code of a webpage is far from sufficient. These days a concise and robust SEO strategy outlines the goals you expect to achieve through organic search, and documents the essential SEO elements needed to be present on every page including Page Title, H1 Tags, Meta Description, Alt Text image, Body Content, Links & more.
Your SEO strategy needs to contain short-tail, long-tail, and branded keywords that speak to your target audience. It should also focus on profiling your personas to find out what they are searching for, as well as what your competitors are doing online so you can overcome the competition online.
In the past, what mattered was having tons of content on your website even if the quality was terrible. Well, those days are long gone; high quality is now the kingmaker when it comes to your website ranking in all the right searches.
As much as the technical components to search engine optimization are critical, it is a must to have high-quality, relevant content on your website. This content not only helps your website rank well, boost engagement, and bring customers through your marketing funnel. It will give your pages improved bounce rates. Content can come in many types and channels, including:
Mastering these is what will make your website rank better, but of course, you have to understand which ones are relevant to your brand.
The ability to attract external links to your website plays a critical role in how search engines rank your website. Most argue that link-building may be the most challenging and time-consuming tasks in the SEO process, and this is, to some extent, this very true. One strategy for obtaining external links are sharing links with thought leaders and guest blogging. However, to organically build external links, one needs to produce original, in-depth and quality content that other websites will seek to reference and link to which makes your website credibility as well as your boosts your SEO ranking. Focusing on this needs to be a weekly exercise that will help you maintain a consistent link-building strategy.
As you navigate your way through digital marketing remember to have set objectives, this is what makes or breaks brands. From SEO to Social Media, it is critical for your objectives and avenues to be interlinked, this creates a seamless user journey for your customers.