June 1, 2020
Has the number of website visitors been stagnating or dropping? Or, maybe you want to generate more leads or increase website conversions? One of the most effective ways to improve your website’s results is to plan and launch an effective SEO campaign.
When launching an SEO campaign, there are many things to keep in mind. Whether you choose to hire an SEO Sydney agency to do the work for you, or you’re looking to take a DIY approach – these fundamental points are essential for anyone investing their time or marketing budget into SEO:
In the past, it was enough for online brands to use a keyword tool to identify the most competitive keywords and rank for them. As Google’s algorithms are constantly getting updated, your keyword strategy should also change. To optimise your pages for the right keywords, you first need to understand your searchers’ intent.
Your goal is to know the why behind each keyword you target. Most search phrases fall under 4 types of search intent – informational, navigational, transactional, and commercial. You don’t need to be a marketing expert to know that not all users have shopping intent. Some simply want to learn something new or compare different products and their features.
Say you are an organic cosmetics brand. If you google “best organic makeup brands,” you will see that almost all listings in the SERPS are helpful articles, lists of popular organic cosmetics brands, and tutorials. On the other hand, if you search for “buy organic makeup,” you will notice that most results are homepages of organic makeup brands. Logically, the first keyword is more relevant to your blog, while the latter could work well on your product pages.
Therefore, never rely on guesswork. There are many tools that may help you align your keyword research with searchers’ intent. For example, on Answer The Public, you can search for a keyword and see what questions people usually ask. Google Trends lets you see the popularity of the keyword in a certain location, as well as compare two different terms. Q&A sites like Reddit or Quora can also help you here, as well as Google’s Related Searches and Google Suggest.
In hectic industries like SEO, making mistakes is inevitable. To succeed, you need to understand your mistakes and learn from them. The success of your campaign relies on your analytics and tracking efforts.
And, this is where conducting regular SEO audits shines. They tell you what aspects of your SEO strategy work and which ones require tweaking. There are many powerful tools that may help you here. For example, Ahrefs is the first choice of many digital marketers for a simple reason – it backs many aspects of their SEO strategy up, from keyword research to backlink analysis. Google Analytics is the foundation of any SEO campaign, given that it is free and easy-to-understand. It provides insights into many aspects of your SEO efforts, from your page views to user demographics.
When it comes to SEO audits, you will probably need to use multiple tools to track your campaign success. For example, if you are using SEMrush, Google Analytics, and Ahrefs when tracking campaign results, this means you will need to monitor your data on multiple dashboards and even use features that are not relevant to your KPIs. This is where you should consider automating your SEO analytics and reporting. Using reporting software, you can create a custom marketing dashboard, where you can combine only those widgets that are relevant to you and stay on top of your major KPIs. By centralising your data under a single dashboard, you will measure your performance easier and make the right decisions faster.
Track industry trends and identify your main keywords. Based on them, formulate your monthly editorial calendar and choose relevant topics. Remember that keyword-rich, 500-word blog articles don’t work for online users anymore. They expect content on your blog to be valuable, engaging, and highly personalised. When reading your content, a customer wants to feel that it is written for them specifically.
Precisely because of that, you should never optimise your content for search engines. Create it for the people that are reading it. For starters, diversify your content strategy. Creating traditional articles is still important, but they are far from being the only content form to focus on. To appeal to the tastes of diverse reader groups, you could produce different content forms, including:
Apart from creating new content pieces, you could also refresh existing ones to ensure they stay relevant and up-to-date. Add the latest statistics and insights to your old content and remove the tips that don’t work anymore. You could also break large pieces of content, such as comprehensive guides or ebooks, up into a newsletter series or merge several articles around the same topic into an ultimate guide.
As per optimising content, inserting relevant keywords is important for crawlers. Keywords help them understand the subject matter of your content and find it faster. Never spam your blog content with a bunch of exact-match keywords. This may harm user experiences on multiple levels and, consequently, affect your rankings. Instead, add keywords organically. Preferably, reduce keyword density and include long-tail keywords, semantic keywords, LSI keywords that are highly relevant and conversion-centered.
Building a strategic SEO campaign is critical for boosting your online presence. When creating campaigns, you need to set clear goals, get to know your target audiences, and produce highly targeted content. Above all, you need to choose the right KPIs to track and measure your campaign results continuously.
Once you start creating implementing these tips, you will build a truly user-centric strategy. Not only this strategy will boost your rankings, but it will also help you drive more qualified traffic and boost conversion rates.
Jacob Wilson is a business consultant, and an organisational psychologist, based in Brisbane. Passionate about marketing, social networks, and business in general. In his spare time, he writes a lot about new business strategies and digital marketing for Bizzmark blog.
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