Seo strategy

5 things every SEO strategy needs

In this industry, we spend a lot of time exchanging SEO tactics and ideas for mutual benefit.

It is a wonderful thing. Not all industries do.

Unfortunately, we spend less time discussing how to develop our own SEO strategies.

While every SEO strategy is – and should be – different, there is an underlying strategy to strategy development.

Here are five things every SEO strategy needs.

1. A mind map

A mind map is a place to build your strategy from scratch. A mind map is simply a series of branching categories, generally running from the center, moving from more general categories to more specific ones, with ideas becoming more granular.

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It is not a visualization of your final strategy. A mind map exists not to help you present your plan, but to help you think through it.

Mind maps are tools that help you envision your thinking process in a way that makes it easier for you to combine ideas by helping you see how they fit together as a whole. They help reduce the load that your strategy places on your working memory so that you can focus on thinking and brainstorming.

You can use a tool like Mind Meister, or you can just jot down your ideas as they come to you in the visual format.

The main benefit of using a mind map is its ability to help you think in a non-linear way.

Using a mind map allows you to see everything at once, in a structure that resembles how your real networked brain works, which is why I strongly suggest that you use one as you develop your skills. SEO strategy.

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2. A visual representation

Once your strategy becomes more concrete, you will need a more in-depth and professional document than your mind map.

Keep in mind what a strategy is: a map.

This means that you have goals, specific tasks attached to those goals, tasks that must precede others, recurring tasks that will need to be iterated and refined, and sub-tasks that will become more and more numerous and specific to the business. over time.

You need to be able to present all of this quickly and easily to your client and teams, and you need to do it in a format simple enough that all parties can understand, as well as edit.

You can use Google Sheets, Trello, Workzone, Basecamp, or whatever you prefer. The specific tool is not as important as your method of use.

It should be immediately clear to all parties on how to read the plan and make changes if necessary. It should also be clear:

  • Which task is assigned to whom.
  • Which tasks follow the first.
  • What tasks are recurring, planned, in progress and completed.

3. An understanding of the business

Whether you are an in-house or an outsourced SEO, you need to have a solid understanding of the business in order to be successful with any SEO strategy. You need to know what strengths you can harness in order to get the maximum SEO value, what tactics will work best for brand identity, and what stands in your way.

Here are some of the most important factors to consider when developing your strategy:

What is the unique selling proposition of the product?

We can refer to a product line or a single product, but whatever the case, we need to know how our business is different for any strategy to work. This will have a big impact on the types of awareness that will make sense, the type of audience we will want to cultivate, the type of keywords we will follow, and much more.

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What is the vision of the company?

We need to go beyond knowing what industry we are in and what industry we want to be profitable in if we are to generate the kind of waves that affect search engine visibility. Dive into this vision statement to seek out ideas that will guide your goals and strategic actions. If your vision statement doesn’t do this for you, you might want to consider developing a new vision statement for your own campaign, which serves the purpose.

Where is the business really suffering right now?

It’s one of those things that you can avoid from the start, but will always creep in and wipe out an SEO strategy (or a department or a partnership) if not taken down. Understand what the business really needs to see and really can’t adapt before committing to a strategy.

4. An understanding of the audience

You need to know who your audience is, and that means more than the keywords they’re looking for.

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Here are a few things you need to determine, either by talking to your customer, interviewing your audience, browsing relevant internet hangouts, or all of the above and more:

How accepting of marketing, upselling, etc. ?

If you’ve ever consumed anything in the self-help industry, you may have noticed how willing the “gurus” in this industry are to sell their audience, or even devote a dedicated portion of a presentation. pay to advertise their other products. Alternatively, if you’ve ever spent any time trying to link to anything of yourself on Reddit, you know they’re hypersensitive to any kind of promotion. This is something you should be very aware of when developing your strategy.

What is their level of knowledge?

Do you talk to people who know their stuff and who will laugh at anyone who tries to share introductory information? Do you talk to people who are completely oblivious to the industry jargon?

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How close are they to the industry?

Is your audience consumers (B2C) or businesses (B2B)? Will these people know your industry intimately, or almost entirely outside of it? Are they interested in knowing more about the industry or are they just concerned about how your products can benefit them?

5. Specific objectives

For a goal to be useful it has to be specific, and for it to be precise we should focus more on the functional elements and how they fit together than on a particular amount.

We need to be deliberate when choosing our metrics and KPIs.

Yes, we want revenues to grow faster than costs, and yes, setting a financial goal can help. We should certainly be setting time-bound targets.

However, a strategy is about achieving goals that have a specific impact on the business, its direction and future, as well as the way the business itself operates. This means that our measurements should reflect what is happening with the work pieces themselves. It could mean links and authority, it could mean rankings, or it could mean organic search traffic.

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The point is, everyone should agree on which steps make sense and why.

I strongly believe in the value of task-based goals versus KPI goals. Indeed, especially with regard to inbound marketing and SEO, our impact on KPIs is indirect. For this reason, I believe in setting goals for projects, living up to those goals, then measuring impact and adjusting strategy accordingly.

This is an approach that is more likely to lead to real knowledge and optimization, rather than finding ways to manipulate KPIs while losing sight of long term impact.

Conclusion

Almost any SEO strategy can benefit from these five elements. Make them part of your framework and make them part of the way you do business.


Image credits

Screenshot 1: MindMeister