SEO is something that constantly adapts to the market. The main reasons why SEO is dynamic, are because SEO rules, the company and the competition are changing. All those 3 changes need to reflect in SEO.
SEO is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines.
It includes SEO Entities Definition, services set up to begin collecting vital information with regards to our ranking on search engines and the performance of our entities. This will allow us to perform a preliminary analysis and come-up with the right SEO strategy.
The next step, which is the one we pay most attention to, is to identify our short tail keywords. They usually consist of keywords or topics that target home pages, services or e-commerce pages with the highest commercial value. Keywords are a big factor in any website’s SEO campaign.
After we have the correct keywords, it’s time to get our hands dirty with a Content Strategy and in-depth Keyword Research.
Next step, based on our scope, pool size and preliminary keyword research is to set our KPIs and goals for the SEO campaign, which will allow us to track our progress and evaluate the results of Search Engine Optimization.
The Stages of a SEO Strategy in details:
- Stage 0 – SEO Entities Definition
- Stage 1 – Setup which is about collecting vital information to perform a preliminary analysis and come-up with the right strategy.
- Stage 2 – Static Content Structure & KW Research. The first and most important step is to find some Short Tails. These are the most difficult and more valuable keywords. They usually consist of keywords/topics that target pages of high commercial value such as the home page, services and ecommerce pages of interest.
- Stage 3 – Blog Content Strategy & KW Research. Now it is time to get our hands dirty, but before we do we must first make clear a few more things.
- Stage 4 – KPIs & Goal Setting. Next step, based on our scope, pool size and preliminary keyword research is to set our KPIs and goals for the seo campaign. Usually for SEO Campaigns we use the following KPIs:
- Avg. Position for Desired Keywords & Click Through Rate
- Weekly Organic Traffic
- Conversion Rates of Organic Traffic (are usually lower than those of PPC)
- Direct Conversions
- Assisted Conversions
- LTV of customers who have engaged with the brand through the organic SERPs.
One SEO Strategy fits all #not
Don’t think that one SEO strategy can apply for all of your products. If the products are different, then your competitors, scope or characteristics may vary as well. Hence why in one company, you may have to come- up with different SEO strategies for different products. That being said, you should always concentrate on the categories in which a product or service is included, rather than the product itself. Additionally, it’s important to consider coming up with a SEO plan for the company brand as well, not only for the products.