So far, you might have been under the impression that SEO is the real boss of a digital marketing strategy. But that is true because there are three more bosses that govern an SEO strategy.
Often, digital marketers have to worry about high-quality content, successful link building tactics, and technically sound sites. But, they can put their worries to rest if they can understand the three SEO bosses because that can help them elicit results.
The three SEO bosses can help you look at things from a strategic perspective. As such, you should look at what you are doing to get a sense of whether they are effective.
So, what are the three SEO bosses? Here are they:
#1. Your Business
The first of the three SEO bosses is none other than your business. As SEO tactics correspond to the needs of your business, they are governed by your company. That is why you should structure your SEO strategy from your business’s perspective.
If you pursue an activity without any goals, it will be no different from a hobby. So, your SEO campaign needs to have goals.
But, how to set your SEO goals? Your business goals are the answer.
As your business goals are your SEO goals, you should understand your KPIs and priorities. And that will help you figure out how to proceed in your SEO strategy. For example, if you want to get more traffic to your website, you have to focus more on the top of the funnel types of content. Likewise, if you want to get more leads, you should look at your product comparison pages.
Again, if you want to get more sales, you should optimize your product pages.
Therefore, you have to examine your overall business goals to structure your SEO strategy.
The next thing to look at is your competitors. And, you should look at them seriously. You know who are your direct competitors in terms of products or services.
But when it comes to SEO, some informational competitors are doing the same things as you. As such, keep an eye on those competitors as well.
Have a look at your resources in terms of time, budget, and personnel. If you do not have competent in-house resources, you can consider outsourcing the task. And for that, you need a reliable SEO agency.
Your brand identity comes into the picture when you start writing your content. It does not matter if your content is trendy, but what matters is whether it aligns with your brand.
Age of Your Business
The age of your business matters a lot in determining the success of your SEO campaign. The tactics with a new website will be different from those around for a long time. Similarly, the techniques will be different for a website that has existed for a long time but without a good online presence.
These elements will impact how you approach content creation, link building, and rank for tough content.
Searchers are the next thing to look at, and you can regard them as the boss number two. And, they are the people that you are serving as a business.
You need to examine the types of people you are trying to attract to your website. It isn’t significant to create content without knowing who you are trying to reach. So, examine the persona of searchers.
After you have identified the personas of your searchers, look at their search intent and relevance. Then, examine what are they looking for. And, you will get the answer on your search engine results pages. It will help if you do a quick search for the relevant keywords to find the results that the search engines have considered as the most appropriate for what your audience is looking for, matching their search intent. After that, you can create the right content to conform to the searchers’ intent.
Also Read: How to Rank on Google With Digital Marketing
Emphasize topics and not keywords while creating content. Today, you cannot create content stuffing with keywords to rank higher in search results. It is not practical at all. Search engines will ignore such content.
So, what you need to do is, create content for each page of your website with a relevant topic. Eventually, it will ensure that you have the most comprehensive page that answers the searcher’s intent.
Seasonality trends are another crucial aspect while formulating your SEO strategy. It might so happen that you see a dip in your SEO rankings. But, there is no need to worry about it as that happens due to seasonality trends.
What you can do is, you can use keywords relevant for the season, such as electronics, winter dresses, etc.
#3. Search Engines
The third SEO boss is the search engines. And, you cannot escape understanding how search engines work to craft an impactful SEO strategy.
You should structure your website in the lines of your business model. And for that, you can include a video about your business values.
Google ranks websites with valuable and relevant content.
E-A-T stands for means expertise, authoritativeness, and trust. Google examines the E-A-T strictly for ranking websites in search results. As such, ensure that your site displays the signals needed for this authority.
You can regard links as digital word of mouth. Therefore, it is important to get backlinks. At the same time, you need to concentrate on spreading internal links. As such, ensure that the pages on your site are getting links.
Now, you have come to know about the three SEO bosses. So, you should abide by them to craft an excellent SEO strategy for your website.