The ever evolving nature of online marketing can make it difficult to determine the best way to approach your SEO campaigns, which is why so many businesses find it extremely useful to enlist in the help of a professional digital marketing agency to take care of their SEO for them. There is no doubting the importance of getting SEO right, and being able to constantly maintain it. But there is a certain degree of knowhow that is needed to do this properly. Getting it right means approaching each project with the correct strategy in mind that covers all areas of search engine optimisation, and sticking to it with enough room to adapt your approach whenever necessary, without veering too far from your original plan. So if you need a little advice on conducting a successful SEO strategy for your website and business, be sure to keep in mind these juicy nuggets of information.
Is there a one size fits all strategy for SEO?
The shortest answer to this question is, ‘no’. Absolutely not. Each campaign comes with its own set of difficulties, challenges and nuances that make it unique. Because of this, there is no fool proof template for a strategy that will work every time. Agencies that provide online marketing services in London know this well, because each website they deal with offers insights into different industries, each with their own target audiences who have their own unique browsing habits and requirements.
A strategy for a travel company or guest house, for instance, will differ to that of a local restaurant or supermarket, which will both differ to that of an international software development company. One seeks to reach an audience that is not local (the travel site), one reaches an audience that is only local (the restaurant) and one would likely seek to reach a target from varying demographics, and so would need to put their efforts into reaching the largest audience. These differences are just at the tip of the ice-burg, which demonstrates quite clearly why no two approaches to SEO can ever be exactly the same.
But there are some similarities that should be covered by any SEO strategy, regardless of the nature of the campaign, and here they are.
A user friendly and responsive website
Websites that need to reach a wider audience to encourage commerce would do well to ensure that the site can be viewed properly on all devices, whether they are phones, tablets or computers and laptops. User browsing habits change quite a lot, and one of the ways in which they do concerns which devices they are viewing content on. Having a website that is not responsive to the differing dimensions on devices are alienating a large portion of their audience, so this is something to keep in mind.
Of course, if you are seeking to connect with an audience that is likely to view your content on a PC over any other devices (such as offices and corporations), then a responsive website may not be necessary, so it is a good idea to have a full understanding of the goals of your campaign when drawing up a strategy.
For the best results in SEO, make sure that the site is attractive, but simple at the same time. Too much media or high quality images will raise the time taken for your site to load, and will have a negative impact on your rankings.
Keep creating golden content
Content creation is one of the most important areas in SEO. This is because it shows the search engine crawlers that your site is active, constantly updating, and worthy of gaining ranking. This is where your keyword efforts will be put into place, but above all, it creates a platform for your visitors to find out as much relevant information on your site as they can.
Creating content that is purely geared towards SERPs crawlers will undoubtedly sound robotic and unnatural as it tends to get stuffed with keywords, littered with badly crafted and irrelevant content, and may well end up putting your visitors off your site. This will affect your bounce rate, which means your rankings will certainly take a dive.
Be sure then, to create content that is not only geared to helping crawlers explore your site, but will also attract and impress visitors. If you need to find a balance here, the best way to do it is to create the content with your visitors as the major benefactor, but with the needs of the search engine in mind as well. But the latter is the less important one, although it should never be ignored outright.
Manage your backlink profile
Backlinks are very important when it comes to giving your site a sense of authority in the industry it represents. There are hundreds of websites, perhaps even thousands that are offering the same things as yours, so you need credibility.
Each quality links acts as a type of referral, not only for the search engines but for your visitors as well. Links to your site that come from others with authority will boost your rankings and keep them high, but links from poor quality sites will likely give your company a bad image, and also affect your SEO rankings badly. Because of this, it is important to create quality links and consistently audit your site to make sure you are not being damaged by bad ones (which often enough are created by your competitors… this is unfortunately a rather cut-throat industry).
Make use of social media
A sound part of any strategy is to put plenty of time and effort into creating and maintaining a good social media campaign across a number of platforms. Social media sites like Facebook, Google+, Twitter, Instagram and Pinterest will allow you to share new content more regularly, content that links back to your site and gives it juice.
Social media also allows you to connect with your clientele or anyone interested in your work, to allow you to answer questions, offer support, or solidify your brand’s image in the public domain. Social media, to a large extent works in the same way as referrals and word of mouth advertising. Create a favourable image on social media and you’ll have people lining up to do business with you.
Of course, managing social media campaigns is not for everyone, and is something that is often associated with young, trendy and savvy internet users. So if you’re not sure you have what it takes or find it all too overwhelming, consider using an agency that offers social media marketing services.
Keep these aspects of a successful SEO strategy in mind and you will have a much easier time of drawing one up. Of course, you can always take a helping hand from a trusted digital advertising agency who knows exactly how to get things done. But the important thing to remember is that you need to constantly assess the success of your campaign, find the strengths and work on them, and find the shortfalls to minimise them. A good strategy requires a solid goal, a certain degree of adaptability and a willingness to experiment. So go out there, try new things and make your online efforts soar.