Engaging in proper site SEO isn’t about pulling out a checklist that you can run through in a month, check them all off and say all done! A good optimization strategy consists of a variety of moving parts. Check one issue off your task list today and two more problems show up on your radar.
Good SEO is kind of like an engine: There are many working parts, any of which can (and should) be improved, repaired or replaced to boost your vehicle’s performance. The more your engine is used, the more work there is to do to keep the engine in top shape.
With that said, there are some basic components of every SEO campaign (not to mention a really big checklist) that form the foundation of a successful campaign. Anyone who’s been around SEO for any length of time already knows these “basics,” but they bear repeating for anyone who is unfamiliar as to where to begin with their SEO effort.
SEO & Keyword Research
The SEO uses keyword information to create customized titles, descriptions, and page heading recommendations, along with editing the content of your pages to make them more keyword friendly. The SEO can use your existing content and rewrite it specifically to integrate the keywords selected, as well as improve the sales conversion funnel. Text edits should includes internal linking to other important pages as well as adding strategic calls to action if necessary.
As keyword performance is measured, additional recommendations should be provided, tweaking the pages to improve rankings and conversions.
Information Architecture & Usability
SEOa should regularly be reviewing site analytics information in order to seek out and uncover site architectural issues that hinder your performance in the search engines. Using this information, they can provide specific recommendations and solutions that will build better site architecture, remove duplicate content, fix problematic HTML and a whole lot more.
The mission here is to make your site search and searcher friendly on all levels.
A site-wide content review provides strategic recommendations designed to help you produce content that better relates to your audience, effectively uses frequently searched keywords and improves the overall sales message being delivered. The goal is to create engaging content that informs, educates and sells your products or services while also attracting visitors through the search engines.
Content development doesn’t assist SEO alone, but also improves your sales process and your link and social media efforts. Without great content, your site really doesn’t deserve great search engine placement.
Your SEO should research your and your competitor’s link landscape and provide you with a variety of linking opportunities to pursue. These opportunities include lists of sites, directories, blogs, and other strategic sites and the best approach for establishing a linking relationship that compliments your optimization efforts.
The SEO works to establish contact with these link opportunity sites and lays the groundwork for a (linking) relationship, submits linking requests and negotiates link placement, among other things.
Developing an immediate and long-term social media strategy is critical to leveraging your blog, Twitter, Facebook and other social streams to your advantage. In conjunction with the SEO efforts and content strategy efforts, the social strategy pushes content in the most effective way, monitors reputation and boosts SEO performance through keyword and link targeting. Part of the social media strategy is to create a publishing calendar that can help you keep moving forward and not get caught in social stagnation.
Analytics & Conversion Optimization
SEOs need to regularly review your and your competitor’s Web data to understand search performance and user trends. With this information, they can provide additional insight and strategy recommendations that assist on-page optimization, link building, social media and content development.
Based on the analytic data and findings, the SEO can conduct a/b and multivariate testing designed to test various performance and conversion options. Selecting the best performing options provides the ammunition needed to continually improve your site conversion rates.
These are just the basic fundamentals of a solid web marketing campaign. Each area noted here can produce a plethora of actions, reactions and recommendations that are designed to continually propel you forward in the search results. This is by no means an exhaustive list of the tasks in each of these categories, but it can give you a good place to start.