According to a study by BrightEdge, an estimated 51% of your website traffic comes through organic searches.
This means that your position in the SERPs has more impact on the traffic of your site than paid searches, emails, social networks and direct visitors combined. Attracting this attention is critical, but it is becoming increasingly difficult.
An estimated 88% of B2B companies and 77% of B2C companies say they use content marketing.
In both groups, around half will say that they will increase their budget for the following year. That boost will mean more content and the digital ecosystem will be even more saturated.
Brands need to find ways to excel in the massive amount of content and SEO is an important part of the equation.
SEO, however, presents problems in many companies and their departments. To begin with, convincing those who are not involved with SEO, especially managers, in the value of these digital efforts to obtain the necessary budget, can be a challenge.
The industry itself is constantly changing as well as the algorithm and customer expectations.
Understanding the four pillars of SEO management will help you focus your efforts on the right audience, see success and grow your company.
Identify your demand
The first step to creating an SEO plan is to identify the demand. This means knowing what topics interest your audience so you can attract them to follow your brand and guide them little by little to the conversion tunnel.
To begin, see the content that already exists on your site. You want to find what kind of content and what topics are having the most success. See which pieces correlate better with traffic, conversions and revenue.
See the connections between your content and see if your material can move people efficiently from one stage of the buying process to the next.
The better you understand the performance of your current content, the easier it will be to identify your strengths and weaknesses. You can also see what content your audience most appreciates and use this information for your strategy.
Make sure you have a good idea of the market you are attacking, including your budget, pains and motivations.
If you are able to understand what your potential customers want to see in each of the stages of the purchase process, you can create content that meets those needs. Then, you can move your customers more and more in this process.
Once you know which people you are targeting and you know what they want to see, you can use keyword research to find topics that generate interest in your industry.
A high search volume can help you discover topics that people want to read. Examine the keywords and review the top positions on that topic. Then, select the keywords with which you can work and obtain a position in the SERPs.
Check your competition
It is important to remember that with SEO, you are not only trying to make your content appear, but to be successful, you must also overcome your competition.
For this reason, it is important to know what other brands are doing, where they are succeeding and where they are falling short.
When you discover methods that are working for others, such as topics, social strategies and content types, you can incorporate these ideas into your own digital strategy.
Competing sites can help you discover new keywords that are important to your customers.
It can also be helpful to see the sites in the top positions for your most important keywords. Check the type of content that is appearing and how it has been optimized. Use this to make sure that your material is prepared to compete in the search engines.
Create and optimize your content
Once you have collected your information through keyword research, the purchasing process and your competitors, you now need to create the quality material that your customers expect to see from you.
It is important to provide material that shows depth, not poor material that is only produced to fulfill a keyword.
It offers something meaningful that will encourage people to share it and return to your page in the future. Remember that you want your brand to be seen as a leader, so do not just follow and re-publish content that others have said.
Find ideas to explore and add your unique insights as a professional in your industry.
Once the content has been created, you must optimize it. This includes:
- Use keywords naturally
- Use keywords in important areas such as titles, URLs, etc.
- Link your page to the rest of your site using external and external links.
- Include your page in your sitemap.
- Improve the speed of your site.
- Include local keywords when possible
- Make sure your page is ready for mobile devices and consider configuring AMP pages.
Measure your results
As you work with SEO, it is critical that you do not forget the last step: measure your results.
The analyzes you use will have consequences throughout your SEO program. They will inform you of the most effective methods for your future campaigns. They will also directly influence how your reports are received by your organization and therefore your budget and resources.
You want to monitor every step of your campaign. So you can give results on what happened, because and how SEO has benefited your organization.
You want to be able to demonstrate how you will be adjusting your strategies and how the investment in SEO will benefit the company.
SEO presents unique challenges because it requires waiting and there are few immediate results. Create a story that demonstrates your progress over time and what you can expect in the future.
Make sure you can clearly see how your campaign has influenced your brand’s goals, such as brand recognition, conversions and revenue.