An effective SEO marketing plan forms a cornerstone of a winning digital content strategy. Doing SEO successfully requires an understanding of what factors contribute to your search engine rankings as well as a practical method for optimizing your organic search performance. Here we’ll cover the basics of what goes into search engine optimization and provide a simple five-step approach to optimizing your SEO performance:
Read on to learn what factors influence your search engine performance and how to implement an SEO marketing plan that generates traffic.
Search engine optimization is a tactic for increasing website traffic by improving factors that affect how Google and other leading search engines rank websites and pages on target keywords. These factors divide into three major categories:
Each of these factors plays a role in your SEO performance. For best results, you must optimize all three.
On-page SEO factors are criteria that search engines use to assess the content on your site. Google’s Search Engine Optimization Starter Guide places a heavy emphasis on compelling, useful content that generates organic or word-of-mouth buzz with your target audience. Google assesses this by considering a number of criteria, including:
When it comes to keywords, where you place them plays a role in your on-page performance. Top spots for your keywords include:
For best results, an individual page on your site should focus on one primary keyword, and other pages should not target the same keyword as a primary keyword. One reason for this is that if you have multiple pages targeting the same primary keyword, you end up competing against yourself for search engine rankings. However, it’s okay to mention additional keywords on secondary spots on your page, or to use a primary keyword from one page in secondary spots on other pages.
Your off-page SEO performance revolves around backlinks to your site from other sites. Search engines place a high value on backlinks, making a link building strategy an essential part of any SEO plan. Google evaluates your backlinks in terms of:
Social media promotion can play an indirect role in off-page SEO. While Google doesn’t gives links from social media sites the same ranking authority it gives other links, such links still tend to generate more traffic to your site, which can indirectly boost your ranking.
The technical structure of your site can also affect your SEO. Since Google uses robots to index your website, it’s important to make sure those robots index your pages properly. Additionally, certain other technical factors can influence your SEO. A few best practices include:
Your web developer should work with your SEO team to make sure the technical side of your SEO follows best practices.
Knowing the factors that contribute to search engine performance helps you identify the goals of a successful SEO strategy. In order to achieve your SEO goals, follow these five steps to create a winning SEO marketing plan.
In order to begin pursuing an SEO strategy, you first need to decide what keywords you’re going to target. To find the best keywords for your business, you can begin by creating a list of questions prospective customers might enter into search engines when searching for your brand, products and services or those of your competitors. You can also check what keywords your competitors are already targeting.
Once you have an initial list, you can enter it into a keyword search tool to generate a list of related words. You can then use a spreadsheet to filter out irrelevant keywords and identify relevant ones that should be featured on your website structure, in your content and on landing pages. Finally, you can prioritize keywords based on search volume and competitive difficulty.
Some keywords from your list as well as additional keywords will be directly relevant to your website’s navigational structure and blog design. For instance, your company’s brand name and names of your products and services are vital parts of your marketing message that call for prominent placement on your homepage and in your navigational menu. Major categories of topics you intend to cover in your blog are also essential to your site navigation. The highest-volume keywords from your list also play a vital role in attracting visitors to your site.
You can make sure that these keywords receive due coverage in your SEO strategy by placing them in strategic spots on your site, such as:
Additionally, as you identify which keywords from your list represent the best combination of search volume and competitive difficulty, you should begin creating a list of pages and posts to add to your site targeting these keywords.
Your website’s blog provides an efficient tool for posting quality content targeting traffic on your target keywords. For best results, create a consistent content publication schedule based on your ranking of keywords on your priority list. Your content creation team can then begin producing content targeting your keywords. How much content you produce and how rapidly you produce will depend on the size of your keyword list, your team and your budget.
Once your content has been published on your site, you should begin building backlinks to your most important content. Prioritize content based on your identification of your best keywords in terms of search volume, competitiveness, and relevance to your niche.
To build links, you can use a number of major strategies, including:
As with blog posting, use a schedule to ensure that your link building goals get met consistently in a timely manner.
To ensure that your SEO marketing efforts are getting the results you need, it’s imperative to monitor your performance on your target keywords. You can then determine whether you need to make any adjustments to achieve your goals.
You can track your performance by using key performance indicators, such as:
Select the KPIs most relevant to your SEO goals. A digital marketing agency with experience tracking SEO analytics can help you identify and monitor the most important KPIs for your purposes.
A well-designed SEO marketing plan can increase your traffic, promoting more conversions and higher revenue. The best way to develop an effective SEO strategy is to work with an experienced digital marketing agency. SimpleTiger helps B2B SaaS companies attract more customers by increasing their organic traffic. Schedule a discovery call with our team to discuss how we can help you achieve your SEO goals.
Sean is Chief Operating Officer at SimpleTiger, responsible for operations, process creation, team utilization and growth, as well as sometimes direct client consultation.
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