A thorough SEO strategy blends the evergreen principles of marketing with the evolving iterations of technology. Keeping with the pace of technology is an increasing conundrum for marketers who imagine a comprehensive one-fits-all solution—while considering the necessary facets of SEO that are an integral complement to an effective SEO marketing strategy.
Solving the SEO puzzle is a championed endeavor when advancements in computing and mobile-driven adaptations have doubled every one and a half years.
Designing a well-planned SEO strategy starts from the vantage point of the type of impact your marketing elicits through:
- its greatest amount of customer engagement; and
- its largest number of conversions from first-time visitors to repeat buyers;
observed by metrics that measure
- their interactions;
across a specified amount of time, from your business’ On Page and Off Page SEO.
The 3 Puzzle Pieces that Fit into an Incomparable On Page SEO Strategy:
Puzzle Piece One: Online Content
Your On Page Content is comprised of 4 smaller indicators that signal your online SEO’s value to customers through:
Quality Content—and it must be germane to your audience and double as an answer to each person’s unique situation.
Freshly Designed—your content must speak to your visitors’ and buyer’s experiences as they are invited to engage with more of your promotions and unique offers.
Engagement Measured—each customer receives personalized content that is also segmented to reflect only their unique interest(s).
Keyword Savvy—general phrases that easily can be ranked for (aka immediately recognized by search engines) won’t get you to the head of pack; select longer words (3-word combinations or greater) to get your content picked up by the search engines’ radars by choosing targeted key phrases that your audience(s) are already ‘searching’.
Puzzle Piece Two: Website Architecture
Choose your website architecture to present Site Maps and indexed web pages that search engines can readily understand and visitors can breezily navigate.
Always remember that search engines like Google ranks web pages and not websites:
- Interlink pages to indicate to search engines that signal you provide valuable content.
- Reinforce your site’s relevance by giving each category its own page (i.e. Your Services, Offers or Calls to Action or CTAs, Promotions,
- Speed up your web pages’ readability so they are easily sorted, with images and other visual content that is optimized for immediate viewer consumption.
Create a copy of your site map and upload it to Bing, Google, Yahoo!, and other search engines charting websites that provide their searchers the greatest value.
Puzzle Piece Three: Website Coding
How easily can search engines recognize your website?
Are its web pages easy to crawl?
Apply keywords into your website coding to ensure it speaks your audience’s search-behaviors:
a) Write Meta descriptions so search engines can identify your site as a relevant source that answers web searchers needs;
b) use ‘<H1>’, ‘<H2>’, ‘<H3>’, ‘<Title>’, ‘<IMG>’ and other relevant organizational tags to streamline your content so its instantly sharable and eagerly consumed.
c) Orchestrate your web coding with a URL structure that also uses relevant keywords, and that make sense to visitors and automated search crawlers. without ‘stuffing’ or ‘link-bait’ (e.g. sending traffic via content that isn’t relevant to searchers) to sites that produce questionable content) that may signal as ‘Spam’.
The 4 Puzzle Pieces that Fit into a Viable On Page SEO Strategy:
Puzzle Piece One: Your Customer (web searcher) Persona:
Who she is, where she spends her time, and the online destinations she frequents that most represents your services and offers.
Her persona preferences are the indicators of her needs and wants that also are the signals of her habits.
Implement metrics that measure her offline engagement by:
- Search History,
- Physical Location, and
- Personal settings (segmented by ‘interests’), that are represented by
- Individualized patterns that are identified from the customer’s touch points (email, social channels, customer comments, etc.).
Puzzle Piece Two: Social Engagement
- Where your audience spends their time:
Social impressions and sentiments:
Represented as “Likes”, “Tweets” and ‘Shares’.
- Where your business explores B2B and customer-driven interactions:
a) Search engines like Bing recognize Shares as a viable indicator of searcher and visitor engagement.
b) Google+ (Plus) treks searcher interactions as value-driven by search engine-based participation.
c) Twitter identifies Follows, Re-tweets, and Impressions (projected viewer engagement) as individual-influenced metrics.
d) Social Authority measurement indicators (e.g. Klout, Lithium) explore your business’ reach.
e) Forums and on-topic participation provide invaluable insights into customers’ beliefs, desires, and buying patterns.
f) Online Directories give ample opportunities to introduce more people to your business and services.
g) Blog posts about your business and people-focused interests signal to readers and automation search crawlers that your focus is on quality-driven content that matters most.
Puzzle Piece Three: Link Value
Improve the value of your links by strategically designing them to best represent your business:
Relevancy of Links—make content that other websites will find useful to their audiences through back links.
Quality of Links—never ‘Spam’ or indulge in black hat (questionable) link creation; provide links that point to highly-valued web page content.
Quantity of Links—valued content attracts greater numbers of links search engines recognize as search-relevant; focus on delivering exceptional link quality that increases website engagement.
Anchor Text Links—design keywords to link to specifically-targeted content that search engines and audiences will immediate recognize as poignant, and shareable. Create linkable content that they readily can consume as:
- Customer reviews
- Anchored Links,
- Blog posts,
- Reader comments,
- Forum engagement,
- Relevant Videos,
- Online Directories,
- Press Releases,
- Social Media posts, and
Puzzle Piece Four: Brand Reputation
“This is the Age of Extreme Expectations.”
Social media is an immediate benchmark of audience engagement. Shepard your business’ reputation by measuring your brand’s reach across a variety of online channels.
Improve your brand reputation by streamlining and amplifying your targeted audience reach:
Review Sites—Update your website’s sentiment impression with audiences on reputation-themed sites.
Reputation Management—Infuse only high-quality internal links, web content, and social engagement to create a valued digital footprint that favorably presents your website reputation; garnering new audiences and repeat visitors to your business.
Domain Authority—measure your website’s presence and maturity as it evolves with its:
Domain Age—develop your branding with your ‘keywords’ to reflect your domain and also your sub-domains as your business evolves.
Page Authority—search engines gradually index a website’s pages based on their value to visitors and the back links and social engagement they also generate.
Trust—the greater your business engages audiences, the more opportunities will open to welcome and to introduced them to your service(s) and your product(s).
The complement to your business’ brand reputation is the trust it engenders. Implement the practices in How to Solve the SEO Puzzle to deliver audience-driven content that increases audience engagement and increases conversions as part of your go-to marketing SEO strategy.