Seo strategy

How to Evaluate and Improve Your SEO Strategy

What you learned about SEO years ago probably won’t help you much today.

Google and other search engines are constantly adjusting their ranking algorithms in an effort to improve the quality of the results they provide to their users.

Because traffic is the key to growing any online business, first page ranking is critical to success… and that top spot has long been the holy grail of SEO.

Whether your website has been up for months or years, there is always room for improvement in your SEO approach.

Before you can identify areas for improvement, you must first assess your current status.

Evaluate your SEO strategy

Start with a link audit

Where do the links to your site come from?

Are they all of good quality? Otherwise, it could hurt your ranking.

You can disavow links with Google, so that they no longer count against you.

Look at the technical side

Once the link audit is complete, take a look at the technical aspects of the website.


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Immerse yourself in your content and social media strategies

Overhauling your content strategy isn’t all about writing a bunch of new content and planning it for release.

While adding new content can certainly be helpful, it’s important to go back and review your existing content.

Be sure that:

  • Everything is written with correct spelling and grammar.
  • It brings value to the target audience – and if it doesn’t, edit it to include more value.
  • The content is strategically segmented and includes appropriate internal links.

Next, take a look at your social media strategy and how you can fit it into your overall approach.


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Your social media activity should work alongside your content strategy to help you build authority, trust, inbound links, more website traffic, and brand awareness.

Make sure you can answer questions

To get a good idea of ​​how effective your current strategy is, answer the following questions:

  • How much traffic does organic search generate?
  • What traffic is generated by referrals?
  • Are there any pages that are not generating traffic?
  • How have the rankings changed over time?
  • How many new links has the site gained since the last audit?
  • What is my best performing content? The least efficient?
  • How many visitors are converting?
  • How has the site grown and changed since its launch?

Having the answers to these questions ensures that you are focusing on improvements where they are needed most.

Improve your SEO strategy

Aim for better quality content

Gone are the days when you could write a 500 word blog post and think of it as quality.

The longer your content, the more depth you can dig into a topic to deliver more value to your readers.

Remember, Google’s client is the searcher – and if you provide the searcher with what they’re looking for, then Google will like you.

Research shows long content ranks better on Google, with the average number of words in a first page result reaching 1,890 words.

Long content also gives you the opportunity to provide more related keywords, through keyword and topic modeling. This way you don’t do keyword stuffing, but you can still increase the chances of improving your rankings on those main keywords.

Beyond lengthening your content, you can improve the overall quality by offering different types of content, including:

  • Polls.
  • Quiz.
  • Infographics.
  • Surveys.
  • Ratings.
  • Videos.

These interactive elements help keep people on your page longer, which also plays a role in your rankings, and keep things interesting for your content team.

Develop a plan for link building efforts

When solid content is the backbone of your strategy, link building becomes a little easier.

Great content will usually earn more links on its own, but that doesn’t mean you can’t build the momentum yourself.


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Remember, you need high quality links from a variety of areas.

You also want links to deeper pages on your site, not just your home page.

You’ll also want to aim for links that contain your brand or business name, as well as links that contain your target keywords.

With that in mind, you must first look at the type of links your competition has and make sure you get those links and more if you want to have any chance of competing with them in the search engines.

Next, you want to make sure that you have the content that those websites would be interested in linking to. Make people care enough about the content to link to when you create it by focusing on the hook during the authoring process.

Next, create a spreadsheet to track the progress of your link building.

Optimize titles to improve click-through rate

Your title is what gives people the first impression of your content and as such plays a major role in whether people click or not.


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Spending time creating a compelling headline is crucial to gaining engagement with your content.

Use a tool like the one in CoSchedule Title Analyzer can help. The free tool will evaluate your title based on factors such as the number of words it contains, the type of words it uses, and the type of title it is. It gives you tips on how to improve it, like adding or removing words.

Encourage engagement

Including a call to action that asks your readers to comment and interact on your posts can help improve your rankings.

Gary Illyes from Google mentioned that host community can help improve your rankings because it shows that people aren’t just reading your content, but pushing it further to engage with it.

This keeps people on your website longer, indicating that your content is what people are looking for.

Beyond this call to action, take the time to ask open ended questions or give people the opportunity to ask you questions to start a conversation.


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Schedule regular reviews of your SEO strategy. This will help you keep things up to date, stay ahead of any algorithm updates (and prepare for any that might come), and steer you towards consistent growth.

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