While businesses are increasingly savvy about including SEO in their marketing plans, most have yet to develop an effective SEO strategy. In my experience working with SMEs and multinationals over the past 18 years, I’ve found that organizations may have started implementing a strategy when they last redesigned their website, but usually, at over time this has turned into little more than a trivial exercise. very few, if any, in the organization.
If this sounds familiar, it’s definitely time to design a comprehensive and profitable SEO strategy.
What is an overall SEO strategy?
For your marketing initiatives to be successful, it is essential that your company identifies its unique value proposition. What distinguishes your products and/or services from those of your competitors? Why should a consumer choose to do business with you? What is the main reason people should buy from you or hire you, beyond price, years of experience, and the services or products you offer?
Once you’ve clearly defined your unique value proposition and goals for the future, you’re ready to develop a comprehensive SEO strategy that will build brand authority, drive additional organic traffic, and convert site visitors. into customers. This strategy will include:
• Website content that supports your unique value proposition
• Specific keywords related to your brand/value proposition
• Website architecture and design that improves search, user experience and conversion rates
• A plan to develop and distribute original and valuable content across multiple channels (content calendar)
• A plan to maintain and improve your SEO
Why should my company have a global strategy?
Without a comprehensive strategy and plan to maintain and improve SEO, other pressing issues take precedence and good SEO intentions fall by the wayside. You can, for example, do keyword analysis, on-page optimization, and a blog, but you don’t really have time to redesign your website or develop valuable content. While this limited effort is understandable, it robs you of the opportunity to get the most out of your website, putting you behind savvy competitors in search, conversion, brand authority, and marketing ROI.
On the other hand, implementing a comprehensive SEO strategy could give you a leg up on the competition. If your website is friendly and user-friendly, if it is the authoritative source of information about your brand, if you develop valuable content related to your brand and if you continue to improve your website and distribute this relevant content, you will eventually build brand authority, convert more site visitors into customers and increase your bottom double.
How to maintain a comprehensive and profitable SEO strategy?
Partnering with a digital agency that has successfully helped businesses implement and sustain high-performing SEO strategies is probably your best bet to ensure your business is able to reap the full benefits of SEO. If, however, such a partnership is not feasible, ensure that your internal marketing team has the ability to identify and leverage your unique value proposition, perform keyword research based on the needs of customers, use analytics to review and improve SEO, and adhere to a plan for developing and distributing original and useful content.
In businesses of all types and sizes, I’ve found that sticking to a content development plan is probably the hardest part of maintaining a comprehensive SEO strategy. People struggle to consistently create authoritative and useful content for their customers. Typically, they resort to reiterating sales propositions, repurposing their website content, or paraphrasing a competitor instead of creating content that appeals to customers’ emotions and needs. authoritative facts.
I always recommend telling your organization’s stories and incorporating enough facts to make them real for customers. People love to hear good stories, and your organization probably has a lot to tell (for example, the innovative ways customers are using your products, the successes your customers have had, the improvements you’ve made to your services, etc. ). Strategically published on your website, on social media, in press releases, in blog posts, on YouTube, in paid advertisements and other platforms, these stories will bring you the valuable inbound links, brand authority and increased search impact you need to be successful. in today’s highly competitive digital environment.
What should we do now?
Too often companies invest in fancy websites but don’t implement a sustainable SEO strategy to maximize their ROI and results. If you want to harness the power of the internet to increase your profitability in 2018 and beyond, now is the time to incorporate a comprehensive SEO strategy into your marketing plan.