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Does your company have a bespoke SEO process? You can craft one by following the suggestions in this guide.
How bespoke is your SEO strategy? Do you have a campaign custom-built for your business, or are you using a generic template and hoping for the best?
With the fundamentals of good SEO being universal, you can actually achieve some good results by following a template.
However, to really make an impact, you’ll want to craft a strategy custom to your business. This will allow you to leapfrog over the competition and earn your ranking.
Keep reading for nine tips to craft your SEO process.
The Theory Behind the Process
Before getting into the steps, it’s important to lay out what the following tips are useful for. It’s also helpful to have a quick primer on how SEO works.
There are three components that need to be looked at:
- Technical SEO
- On-Page SEO
- Off-Page SEO
Technical SEO refers to having a site that’s properly optimized. This includes having your SSL certification as well as mobile support.
On-page SEO refers to your content. This is your hook. The reason your audience will continue to return to you. On-page SEO usually refers to the useful information you offer.
A template can be a great guide for getting you on track. You can see a proven option here. Notice that, in many ways, it’s just about following and applying a set of best practices.
Off-page SEO means that you have backlinks that lead traffic to your site. The more backlinks you have, the more your site is recognized as an authority in your niche.
Keep these three factors in mind when going through the following tips.
Audit Your Site
When’s the last time you really looked at your site? Not the last time you checked it, but the last time you looked at it with fresh eyes?
Just because your layout has become familiar doesn’t mean it’s working. Instead, think about what a new visitor experiences.
Does the layout make sense? Is it easy to find the content they’re interested in? Is contact information readily available? How about newsletter sign-ups?
Getting your site optimized ensures that your audience can easily navigate your pages. This is your starting point.
Set Your Goals
What do you expect from your strategy? Are you looking to increase traffic? How about leads or click-throughs?
Knowing your expectations gives you a roadmap to building a strategy as well as assessing your results after the fact.
Know Your Audience
Your audience is defined by the niche you serve. This is your starting point in learning more about them.
Look for what other areas of interest crossover with your niche. Find the most specific concerns they have. The more information you have on them, the better you can target their needs.
Develop Relevant Content
Create a list of topics that cover your area of expertise. If one topic touches on sub-topics, create new posts to explore those areas.
Don’t be afraid of getting specific with your topics. Not every article will serve the whole audience, but offering in-depth articles makes you that much more valuable to segments of your readers.
Apply what you’ve learned from your research on your clients. If there’s something outside of your niche that interests them, see if you can find a way to tie it to your products or services.
Research Long-tail Keywords
Ranking on single words may be impossible in your market. These short-tail keywords are likely oversaturated already, making them not worth the effort.
Long-tail keywords are a better way of ranking in searches. Finding three-, four-, or even five-word combinations allows you to improve your SEO. It makes your content more specific, which, in turn, makes it more relevant to segments of your audience.
Post Content Regularly
To become a reliable source of information, you need to be consistent. Knowing that you regularly publish useful articles improves your legitimacy in the eyes of your audience.
Knowing how often to post can be difficult. Posting too frequently can burn through content quickly. Not posting frequently enough can cause your followers to lose interest.
Aim for weekly updates, always on the same day and at the same time. You can assess the success of this after a few months and adjust accordingly. But it’s a great starting point.
Develop a Link-Building Strategy
Know that your technical and on-page SEO are covered, it’s time to focus on what happens off-site.
Having a link-building strategy is necessary for building domain authority. It may be the single most important step in increasing your ranking.
Local directories and social networks are a great starting point. Follow the proper steps in doing so and you’ll already establish a network of links directing traffic back to your site.
Guest posting on higher-profile sites can also be powerful for building an audience. It’s a chance to get your expertise in front of a larger readership. Use this as an opportunity to link back from a high ranking site.
Assess Your Results
After you’ve committed to your strategy for a period of time, look at the data and judge your results. Look for what works and, more importantly, what doesn’t.
Knowing what content earns views is great. Just as useful is knowing what doesn’t generate interest. Don’t waste time on topics that don’t offer a return.
Pay attention, too, at where your traffic is coming from. Any area that isn’t delivering is a chance to revamp your strategy. Is it worth spending time on these avenues, or is it more worthwhile to focus on those that deliver?
Stay Up-to-Date on SEO Practices and Changes
As the search engines learn more about users’ behavior, they adjust their algorithms to better meet their needs. That means that methods that once worked may now actually harm your SEO.
Staying up-to-date on SEO is just a matter of occasionally checking the news for changes. When a change has been made, you can make the necessary accommodations.
Final Thoughts on Building A Custom SEO Process
Having an SEO process tailored to your business needs has many benefits. Not only will it make your content more discoverable, building your audience, but it also gives you insight into who your customers are.
Having that information lets you better meet their needs, increasing your value to them. This will build a loyal base that’s happy to promote you to others.
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