Seo strategy

An interview with Steve Wiideman

At Pubcon 2014 in Las Vegas, I was able to sit down and talk to Steve Wideman of Wiideman Council to discuss SEO strategy development.

Steve has a lot of experience working with big brands, as well as medium to large sized brands. There’s a lot that goes into the strategies put in place for these companies and in the video below, Steve sheds a bit more light on the process, starting with the first phase of strategy development.

Here are some key points from the video:

  • Whether you’re dealing with big brands or small businesses, strategy always comes first. One of the first steps is to perform a barrier analysis. This involves looking at what could be improved from an indexing perspective. What could be improved at the website level for better indexing?
  • The next thing Steve does is perform a competitive analysis. You can do this by collecting data on all of your website metrics so that you have a basis for comparison. This way you will know if your SEO strategy is making a difference.
  • The next step is keyword research, which also involves an assessment of the competitive landscape of various keywords.
  • Then once all of this data is put together, Steve aggregates it and comes up with a segmentation of search terms focused on sales, what is the customer intent based on those keywords, what type of content are users looking for in based on these keywords.
  • With all of these data segments, Steve uses these different lists to guide content strategy going forward, including what types of new content to create and how to leverage existing content.
  • The last part is an in-depth look at link analysis. The idea is to try to understand what the link profile currently looks like, what links need to be cleaned up, and what are the obvious opportunities to acquire new links.
  • When performing a competitive analysis, it’s not always about looking at direct competitors, but what Steve calls an “eyeball” competitor. This is a site that appears next to your company’s website in search results. Even though you are not competing with that other site for sales, you are still competing with them for user attention and clicks etc.
  • To perform competitive analysis, Steve recommends tools such as SEMRush, Compete.com, and Bright Edge.
  • For more information see Steve detailed article on Quora about boilerplate SEO strategies.

Please visit SEJ Youtube for more video interviews.