Why SEO Belongs At the Start of a Project

Why SEO Belongs At the Start of a Project

It is a common practice that search engine optimisation is implemented almost as an afterthought to a project; once the main structure and bulk of the other work has been done the SEO work begins. This includes blogs, new website launches and marketing campaigns, where keywords and other SEO techniques are plugged in once the content has already gone live. But is this the best strategy in the long run?

Unfortunately not. In fact, it’s quite ineffective.

If SEO is treated as an afterthought, the insight and knowledge it can offer is redundant at that point. It you are to really harness its benefits, your SEO strategy must be a part of the core foundation of your project, from the very beginning.

Keyword Research

Any content strategy worth its salt starts with solid keyword research. It provides good insight into the wants and needs of your audience, what questions they are asking and therefore what answers they are looking for. This allows you to tailor your content around the intent of your users, rather than dropping keywords into irrelevant content for the sake of it. Your keywords should determine your content, not embellish it.

SERP Analysis

Analysing SERPs will give you an insight into how Google’s algorithm is operating around particular search phrases. You can tailor your strategy to keywords and content that is relevant to your industry and what is popular with users searching for content that is relevant to your business. For example, if the majority of results are video content, you can safely assume that users searching for those keywords have a preference for videos. Alternatively if the results point toward text-rich content over 2,000 words, it means users are more interested in detailed, comprehensive content. Identifying the type of content your users prefer allows you to tailor your strategy for developing the right content in the right format.

It’s not too late!

Why SEO Belongs At the Start of a Project & Not the End

It is a common practice that search engine optimisation is implemented almost as an afterthought to a project; once the main structure and bulk of the other work has been done the SEO work begins. This includes blogs, new website launches and marketing campaigns, where keywords and other SEO techniques are plugged in once the content has already gone live. But is this the best strategy in the long run?

Unfortunately not. In fact, it’s quite ineffective.

If SEO is treated as an afterthought, the insight and knowledge it can offer is redundant at that point. It you are to really harness its benefits, your SEO strategy must be a part of the core foundation of your project, from the very beginning.

Keyword Research

Any content strategy worth its salt starts with solid keyword research. It provides good insight into the wants and needs of your audience, what questions they are asking and therefore what answers they are looking for. This allows you to tailor your content around the intent of your users, rather than dropping keywords into irrelevant content for the sake of it. Your keywords should determine your content, not embellish it.

SERP Analysis

Analysing SERPs will give you an insight into how Google’s algorithm is operating around particular search phrases. You can tailor your strategy to keywords and content that is relevant to your industry and what is popular with users searching for content that is relevant to your business. For example, if the majority of results are video content, you can safely assume that users searching for those keywords have a preference for videos. Alternatively if the results point toward text-rich content over 2,000 words, it means users are more interested in detailed, comprehensive content. Identifying the type of content your users prefer allows you to tailor your strategy for developing the right content in the right format.

It’s never too late

Don’t fret – If you have already published your content, it’s not too late to get started on improving your SEO. You can use the information gathered through keyword research and SERP analysis to boost your engagement and rankings without having to start completely from scratch. You can quite easily update your existing content to better match user intent and expand further by filling any content gaps you may come across.

It’s never too late to adapt your approach, particularly if your current SEO strategy is under-performing!