Creating An Effective S.E.O Strategy. Now Updated For 2020

Search Engine Optimisation, or S.E.O, is the optimisation of a website to help them gain more organic traffic and show up higher on search engines. A company like ourselves who deal with SEO are essentially content strategists who help a business discover opportunities to answer any questions people have about the specific industry via search engines.

Below are three types of S.E.O that we can help you focus on.

On-page SEO: The focus of the content on the page and the optimisation of said content to help boost the ranking of the site for specific keywords.

Technical SEO: The focus on the architecture and structure of a website. This also involves examining the backend of that website to see how each page is set up.

Off-page SEO: The focus of links that are directing to the website from elsewhere on the internet, also known as backlinks. To rank highly, a number of factors come into play here, including the number of backlinks and the reputation of the website the links are on. Untrusted websites with links to yours can adversely damage your ranking ability.

Compile Topics You Want To Cover

Before you start to think about keywords, make a list of topics you’d like to cover. You can even think long term, and list topics month to month. This will help forward plan content and associated keywords.

Compile a list of about 10 to 15 words and associated with your products or services. Check the volume of their searches using Google’s Keyword Tool to come up with alternatives that make the most sense for your business.

You will be associating these topics with popular short-tail keywords, but not dedicating individual posts to these keywords. These keywords are going to simply be too competitive to rank highly in Google searches, especially if your website is just starting to be optimised.

Using search volume and competition, try and get your list down to 15 short-tail keywords that are of importance to your business. Try and get in the mindset of your potential audience and think about what they will be searching for. Then order your list in order of priority, highest to lowest, based on both search volume and relevance to you.

So, for clarity, if a business dealing with laptops is trying to rank for “i7 processors” — which is receiving 250,000 searches each month -this short-tail keyword can be the one representing the overarching topic on which they want to create certain content on a page. This business would identify a series of long-tail keywords that best relate to this short-tail keyword, have a reasonable monthly search volume, and help to elaborate on the topic of i7 processors.

seo strategy

List long-tail keywords based on your chosen topics.

Now you’ll begin to optimise your pages for specific keywords in relation to your content. Use your keyword tool to identify 10 long-tail keywords that delve further into the original keyword of the given topic.

Try and use sub-topics to come up with any blog post or page ideas that explain a specific concept within each of the larger topics you originally identified. Use your chosen keyword research tool to test these subtopics and identify long-tail keywords to base each blog post.

These sub-topics create a cluster when grouped together. So, if you have 10 pillar topics, they should each be prepared to support a cluster between 5 and 12 sub-topics. This is known as a “topic cluster,” and the most up to date Google algorithms use them to better connect users with the information they’re searching for.

Dedicate pages for each of your topics.

Trying to get one page to rank in search engines for a handful of keywords can be extremely hard. If you want results, this is what we recommend.

Use the list of keywords to best decide how many pages you should create. The number of topics for which you create pillar pages should match up with how many different services, products, and physical locations your business has. The advantage this has will be your customers and audience will find you in Google, no matter what keywords they use in the search bar.

Create a web page for each of the pillar topics you came up with that outlines the chosen topic. Make use of the long-tail keywords you came up with for each cluster. A pillar page on headphones can describe headphones in sections that use image optimization, keyword research, S.E.O strategy, and subtopics as identified. Try and think of each pillar page as a table of contents, and you’ll be briefing your readers on subtopics you’ll elaborate on in separate blog posts.

Set up a blog for your website.

Blogging is an incredible way to help rank for keywords and is an amazing way to engage your website’s users. After all, every blog post is a new chance to rank in search engines. Your business vitally needs a blog, and if it does not already have one, ensure you set one up. You’ll dive deeper into each of your chosen sub-topics and start showing up on Google.

As you write each blog post and fill up your clusters, you should ensure 3 things are done.

1. Once each blog post has been published, link to it from the pillar page that supports this sub-topic.

2. Do not include your long-tail keyword more than three or four times throughout the page. With the most recent algorithms, Google no longer considers exact keyword matches as often. Too many uses of your keyword can be an indication of “keyword stuffing,” and your website may be penalized and lose it’s ranking as a result.

3. Ensure you link out to the pillar page you created on the topic. You can do this as basic anchor text in the body of the post, and in the tags of your content management system.

Try to write a new blog post once a week at the very least. Remember, you are blogging primarily for your audience, not the search engines, so your content doesn’t need to always be related to a cluster topic. It does, however, need to be engaging and be about something your audience will care about. Write about things your audience are interested in, making sure to include any relevant keywords where appropriate.

Ensure any media is adequately compressed.

As your website grows, you’ll have built up a collection of images and videos to host there. While these visual assets can aid in retaining the attention of your audience, these files take up space.

The larger the file size, the more effort required when loading your website. Page speed is a massively important ranking factor when search engines decide where to rank your site.

The smaller the file sizes of the images and videos, the faster your website will load, and as a result, the higher you can rank on Google.

If you’re looking to upload an image to a blog post, for example, examine the file for its file size first. If it’s more than 1 MB territory, it’s wise to utilise an image compression tool to reduce the file size prior to uploading it. For bulk compression, TinyPNG is a useful option.

Aim to keep your files in the kilobytes. This can protect your website’s page speed.

When compressing your images, check the file’s actual size once you save it. Some lesser tools might not be true to the size it shows you, and others may sacrifice image quality during compression.

Track the success of your content.

SEO takes a lot of time and effort to get right, and you want to know how your content is doing. There are a few ways you can track this to ensure your S.E.O strategy stays on course.

Traffic that comes from a given search engine, otherwise known as organic traffic, should be your primary focus at first. Try and use a tool that will allow you to monitor how your pages are ranking as well as your overall organic traffic.

You should also track leads, inbound links, indexed pages, ROI, your keywords, and your actual ranking on search engine results. This will massively help you gain insight into the bigger picture and can help you identify where you need to improve.