What makes SEO working more challenging is the continuous changing landscape of search engines. SEOs need to keep a close eye on search engine updates and embrace those changes. The changes are applied in on-site and off-site optimization; building marketing campaigns and other tasks related to SEO.
Implementing the changes is easier to say than done as it involves aligning the strategy; locating keywords and focus on targeted traffic. Here I’ll discuss the ways on how you can build a strong SEO foundation to further your business marketing and strategy.
- Align online marketing strategy with business strategy
Sometimes business shifts their focus from the broad range of customers to enterprise audience that is a specific group of visitors. This shift in focus helps in making more sales but it creates difficulty for SEO that is practiced to woo a large group of audiences. The SEO has to be aligned with the new strategy. Businesses keep changing their strategies from time to time but the frequency of changes has increased due to high competition.
- SEO team has to work with product marketing team
Understanding the final product the business offers will help comprehend the vital areas that can be converted into action items that can help in achieving the target in the long run. You will be able to concentrate on the driving factors like vision and mission of the company, competitive landscape and the targeted audiences.
Focus your energy on research and analyses of a few different things
- Geo-targeting: Locate the areas suitable for selling the product. Determine suitability of countries from sales figures and number of leads generated.
- Industry: Find suitable industry like e-commerce and insurance.
- Audience: Dig deep into markets to find your customers and also understand their likes and dislikes.
- Check the competition: Always keep an eye over the competition. See who your competitors are and how they are doing.
- Research new keywords
Understanding product and identifying targeted audiences will help align the SEO strategy with marketing strategy but there is a lot need to do before you make sure that your SEO work is going in right direction. Next step is finding right keywords.
Use a keyword tool and research the broad range of keywords available for your business. Filter and segment the keywords according to their volume and probability and rank. You will get a detailed list of keywords matching with your business needs. It’s time to start optimizing your website pages with those keywords. Add the keywords to the meta description, title tags and other important tags.
- Focus on quality of traffic
Assumption that driving more traffic will improve website ranking is proved wrong again and again. Low quality traffic doesn’t provide any help as it results in:
- High bounce rate
- Low page views per visit
- Google can penalize the site due to its lower CTR
If your site isn’t performing well despite having a high volume of traffic, Google will take the content of your site to be low in quality. But the truth is that the site isn’t getting targeted customers. On the contrary, if you get targeted customers, the site will have good CTR and page views per user despite having low traffic volume.
Aligning SEO strategy with the changes applied in the marketing strategy will help you understand what will and what won’t work for the site. You can further explore the SEO and get knowledge on how to align the SEO and make it useful for the changed marketing strategy. But your focus should be on driving quality traffic that converts into sales.