Building a successful SEO strategy for your business can seem like a daunting task, but we have put together a list of five simple steps that can help you along the way.
Select the right pages to promote and optimise
SEO can be an expensive business, particularly if you are trying to get high-rankings in a competitive field such as legal services or real estate. But if you select and prioritise the right pages you can still see effective results.
To begin with only select pages that are specialised for your field of expertise, already well ranked and generate traffic. Once you have selected these pages, spend time correctly optimising them so you can gain as much ‘juice’ as possible.
Trying to cover every page on your website at once is a herculean task. So starting small and working your way up is a more cost effective and time effective way of enhancing your SEO.
Seeing what your competitors doing and how they are doing it is essential. When analysing what they are doing it is important to look at on-page and off-page factors which are listed below:
On-page Factors to Analyse
- Titles (H1’s, H2’s etc)
- Headings and subheadings
- Images (are they using correct alt tags)
- Meta descriptions (how are they written)
- The structure of content
- Content length
- Widgets and plugins (i.e. social buttons)
Off-page Factors to Analyse
- Number of backlinks leading to the given targeted page
- Types of backlinks (e.g. directories, listings, blog mentions, etc.)
Compare strategies with competitors
Once you have looked at all the factors such as keywords, backlinks etc. you have to compare the way your competitors do their SEO to the way you do SEO.
To facilitate this process, answer the following questions:
- What main keywords do they use on targeted pages?
- What is the keyword density?
- Does the main keyword occur within the first 100 words?
- Are the keywords used in URLs, titles, headlines, and subheads?
- Do alt tags contain the main keyword or LSIs?
- Are meta descriptions properly written? How?
- What is the content structure? Content length?
- Where are links placed in content on pages and what are the linked to?
- What is the page load time?
- Are the pages optimized for mobile?
- What are page age and authority for competitors’ pages?
If you notice that your competitors pages are missing any of these elements, make sure your pages include the elements and then also build on anything they do well.
Analyse the targeted pages and the behaviour factors they have
Now you have figured out the on and off page factors of the pages and made the necessary changes, you have to turn your focus to the design, usability, and user behaviour on the targeted pages. These stats will help you understand how your pages are performing.
To do this access your ccess your Google Analytics account and review the following metrics:
- Bounce Rate
- Average Time on Page
- Goals (check “Conversions” tab)
These will help you to understand how users visiting your website interact with pages including content, CTA’s and conversion forms. Heatmap tools will also help to understand these important factors.
Implement your strategy
Once you have gathered all these statistics and factors you now have to implement everything you have used. You have to correctly optimise the pages you have targeted, use all the things you have learned about keywords, titles, images from the previous steps.
But most importantly don’t forget that this is an ongoing process, you have to constantly keep your content fresh, keep looking at your competitors, maintain your keyword list and you are on the track to success.