Tactical SEO - Theory And Practice Of Search Marketing
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Tactical SEO - Theory And Practice Of Search Marketing
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Black Pearl Matrix
SEO Depends on Managing the Following Processes:
- Analysis
- Research
- Strategy
- Technique
- Flexibility for changes
A well-planned and comprehensive search engine optimization (SEO) strategy can increase your site’s ranking in search engines and drive visitors to your site. If you design your website with SEO in mind, you can do a better job of attracting visitors and achieving high conversion rates.
In this article, you'll learn:
1. How Search Engine Optimization (SEO) works;
2. How digital marketers use SEO to drive website traffic;
3. What SEO activities and practices will improve your business.
The goal of search engine optimization (SEO) is to increase search engine traffic to your website. Google is the leading global search engine.
By increasing your ranking value and optimizing indexing, create website content with SEO in mind, SEO designed content increases user time and engagement on your website.
A well-balanced SEO tactic includes metrics, but also focuses on value-generating activities.
Common search metrics include “click-through rate, bounce rate, time spent on page/site, user engagement, pageviews per visit, demographics, and bottom line results.”
SEO (Search engine optimization)
Understanding the context and reasoning behind each step of the search engine optimization (SEO) process allows you to create an effective strategy.
This definition may help: “SEO is the application of specialized knowledge, with the aim of increasing the quality and quantity of organic traffic (obtained naturally or freely) from search engines to a web page or website”.
Major search engines including Google, Bing and Yahoo provide answers to user queries in the form of a list of websites and pages that focus on the requested topic.
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Effective search engine optimization helps your customers find what they want and need.
Even people who are not familiar with digital marketing recognize what SEO is and understand the importance of attracting visitors to your website.
Organic traffic refers to website visits you receive that do not incur a cost-per-click payment. These visits stem from your site’s visibility or the impressions you generate with organic marketing.
SEO provides visibility by engaging and interacting with users. When visitors create and share User Generated Content (UGC) by posting comments and suggestions on your site, they build public trust in your brand.
Creating unique and in-depth content for your website increases your UGC. SEO is not expensive, works for you 24/7 and attracts more people to your website.
However, some website owners who want extra traffic still limit their SEO efforts to single keyword usage, prioritization, link building and ranking goals.
Google was founded in 1998 and grew into a $717.37 billion company in 2017. It is by far the most dominant global search engine. Its market share is three times that of the nearest competitor.
Google defines success in terms of how well it serves users, and it reflects the intensity of its user focus in everything it does. Google takes a continuous improvement approach to its search engine and constantly strives to beat its records for accuracy and speed.
However, an SEO strategy goes beyond Google to include other search engines like Bing and Yahoo. It is recommended that SEO professionals work from a Google/SEO checklist that includes methods for optimizing for Google, such as “title tags”, “optimizing for mobile devices”, and performance enhancements, such as “anchor text ” and text with clickable links and images.
The SEO Process
A structured SEO approach is based on establishing a process that organizes your activities, provides consistency, and allows for repeatable success in improving your search results.
As search is always evolving, SEO frameworks must leave room for flexibility and adaptation.
A Typical SEO Process Includes:
“When you present a multidisciplinary approach to communication, you are able to balance the limitations of one medium with the benefits of another.”
1. Analysis
To describe a set of objectives and deliverables and identify key performance indicators (KPI).
2. Research
To gather information and shape your SEO strategy, do a SWOT analysis of your “Strengths, Weaknesses, Opportunities and Threats”.
3. Strategy
To Create a framework for achieving your goals.
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4. Technical SEO
To Establish the technological base of the website that supports the SEO strategy.
5. On-Page
Every touchpoint on your website, including the domain name, affects search engines. Onsite considerations include externally visible items like meta descriptions and title tags.
6. Off-Page
Off-site signals weigh heavily against links, although other factors such as citations also influence results.
7. Report and Improve
Set up metrics that show how your SEO strategy is performing.
Your SEO process must be flexible and agile. Otherwise, you’ll miss out on the opportunities that come with an ever-changing industry.
You will stifle creativity and innovation and become a follower instead of a leader.
Long and Short Term Strategy
To increase ranking value and optimize indexing, create content with SEO in mind from the start. Make your content user-oriented, valuable, and easy to find and use.
Solving problems, proposing solutions and providing data that your users want and need will increase the value of your content.
To make sure people find you, augment your site with friendly URLs and sitemaps.
Finding the right balance between a long-term and short-term strategy is a challenge for most SEO experts.
Long-term SEO activities are practices that you maintain for a period of six months or more.
Ensuring a positive user experience requires ongoing site maintenance that focuses on improving performance on a daily basis, responding to changes and innovations, and meeting user expectations.
“Content is so important to SEO success that it must be effectively built into every strategy”
In contrast, short-term strategies are actions designed to get an immediate, positive response, looking for missed opportunities and finding small changes.
Find out what tactics your competitors have used in the past or are using now. Always aim to improve your search performance by fixing errors immediately, increasing speed where possible, and improving performance on mobile devices.
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Separating SEO from “Return On Investment” (ROI)
Viewing SEO strictly through the lens of ROI frustrates value creation and goal building. Building an SEO strategy based on financial metrics excludes actions that don’t directly affect that goal.
However, the tangential but positive effects of a worthwhile change may not directly correlate with measured activity and may remain invisible to metrics.
For example, quality blog content builds users’ trust in your brand, but no bonuses will show up immediately in your transaction metrics.
To gauge the performance of your current optimization efforts, check your search engine results pages (SERPs). Evaluate the quality of this traffic by analyzing data on click-through rate (CTR), time spent on your site, and other relevant metrics.
Even when metrics don’t drive your strategy, they are useful tools for evaluating how your SEO is performing, and in what specific ways or areas.
Studying data on impressions, clicks, SEO traffic, links and referrals can help you refine and revise the components of your strategy.
Value Oriented Strategy
A value-driven strategy focuses on four main areas:
1. “Site Value” – This includes the technical design and architecture of the site.
2. “User Value” – Refers to elements that contribute to the user experience, such as content and accessibility.
3. “Search Engine Value” – Search engine value pertains to signals that subscribe to Google’s ranking algorithm, such as metadata, links, keywords, and themes.
4. “Business Value” – This value is derived from meeting your business objectives and returns.
Metrics provide real-time information to measure the success of your SEO strategy. Interesting metrics show a clear and immediate picture of how users interact with your site and content.
Common search metrics include “click through rate, bounce rate, time spent on page/site, user engagement, page views per visit, demographics and bottom line results”.
Evaluate your Activity Checklist
It is very important that the search engine specialist is ready and willing to learn, adapt and keep in constant contact with the industry as it evolves.
To gather information that will help you evaluate and modify your activity checklist, ask your SEO these questions:
• Why are you taking this step?
• What was the effect the last time you tried it?
• What should you do to follow up?
• What goal are you trying to achieve, and have you found it?
• What feedback did you get from your users?
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SEO Plus
Don’t limit your SEO strategy to maximize discovery and search engine ranking. Limiting your scope in this way would undermine the success of your campaign.
A comprehensive SEO approach includes taking care of other digital areas where users interact with your brand, offerings and website.
Each search engine offers a unique opportunity to reach a new audience and countless other opportunities.
Incorporate four main digital hubs into your SEO strategy: “content, social media, pay-per-click (PPC) and design”.
While creating quality content is crucial, quality alone is not enough to attract an audience.
However, superior web content helps your site outperform your competitors’ sites, increases the time users spend with you, and increases the quality of their interaction with your material.
Providing original and intelligent content positions you as a thought leader and expert in your industry.
“Data never stops; neither does delivery improvement, innovation or improvement.”
But even wonderful content needs correct coding. Check for spelling and grammar errors, and make your material easier to load and navigate. In terms of SEO, place keywords organically in page headers, secondary titles, and text that revolves around that topic.
When people engage with your content, post comments about it, and share it on social media, these activities make search engines more likely to discover your site.
Leveraging social media to let readers discover your content is a smart, strategic SEO move. Additionally, social media data will tell you what your target audience wants and responds to, thus informing your ongoing content creation.
The idea that the media compete with each other is a popular misconception. An increase in audience percentage in one medium does not necessarily mean a decrease in others.
Pay-per-click campaigns can complement organic SEO activities and ensure your target audience sees your content as often as possible.
FAQ – Frequently Asked Questions About SEO Theory and Practice
1. How many words should an SEO article have?
2. What is the true function of SEO?
3. How to put my site on PageRank?
4. What is the origin of SEO?
5. What is the importance of SEO?
Conclusion
Understanding the elements that involve Search Marketing is the first step to transform your company into a potential brand spread throughout the internet world. Know when to spend money and invest in sponsored links, and know when to spend your time and invest in SEO.
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