SEO strategy: How to create one for your company
How to create an SEO strategy for your company
Efficiency in creating an SEO strategy is the difference between success and failure. If you do not know what you are doing then you would better stop and research before you continue and do it wrong.
To answer your questions and facilitate the development of your SEO strategy, we have created this detailed list of everything you need to know to conquer Google and, consequently, your audience.
The list goes from general points like the use of Keywords to details that can cause doubts even to professionals, like how often you must use external links in your post. All this in a simple and relaxed way so that beginners can also understand without much effort.
First we will explain some basic concepts about SEO and then we will move on to more precise topics. Shall we start?
What is SEO?
To understand what SEO we will start with the acronym. SEO stands for Search Engine Optimization, which means search engine optimization. This activity is also known as website optimization, which is a very honest simplification of reality.
SEO is improving a website so that it gets more success in Internet search engines results. Whether content is made to sell a product, service or even propagate an opinion, SEO serves to make it easier for the target audience to find this content.
Still not clear? So let’s untangle this knot for you.
SEO is used for increasing the number of people that find your website through services such as Google and Bing by moving it up in Internet search engines ranking.
This goal is achieved through techniques that focus on how search engines index websites, whether by website structural content or how the text and media are distributed within a post.
Why do I need SEO to get more customers?
The time when a company depended only on magazine ads and referrals from satisfied customers is part of the past. These factors still matter, but nothing beats the power of Google to take thousands to your site and, by extension, your services and products.
Google Adwords, Facebook Ads and others have been getting more and more money from big and small companies to direct people to their websites. But does that mean you need to invest heavily as well? Not really.
With properly applied SEO practices you can get equal or even superior results to companies that spend a fortune on advertising. Not that investing in online advertising will not produce results but it is much better when it is free.
Well-made SEO strategy = more customers for your company
How to make an SEO strategy?
As it has been said in this text, SEO is a set of techniques. Right? And an SEO strategy is how you plan to use these techniques. OK? So let’s go.
As each case needs a specific solution and it is not possible to put them all in this post, each topic will have tips on which case a particular technique is best and if there is no such information, you should consider that the technique is advisable in all cases.
Now let’s answer your questions one by one.
What is Domain Authority?
The ideal domain can be what separates success from failure.
Assuming you do not even have a website for your business yet, two things are extremely important when it comes to choosing addresses:
1. Relevance of the name in your niche market.
2. Address termination that gives security to the customer.
If you can register an address for your website that represents something to the client, such as: nichename.com.
This is not always the best option for your business, but keep in mind that addresses that follow this model tend to have more authority on Google. Each case has to be analyzed individually.
Regarding the second point, even if you use tools like Google Search Console to define that your content is targeted at customers in a particular country, a national address is always better.
An address with the .com.br termination does a double service: it strengthens for Google and other search enegines the nationality of your website and gives more authority to customers as national domains are safer.
International domains can be done anywhere in the world and even by individuals intent on taking advantage of users. National domains are always preferable to businesses focused on one country.
What is website indexing?
Indexing your website can occur in two basic ways. One is by manually registering your website and the other by the « natural » process of Google bots scouring the Internet for content.
Both forms are essential, because Google’s Search Console asks for more specific information about the content than bots do, while the bots are responsible for indexing each of your posts.
One thing you should be aware of is that changes to the title of the website and the titles and addresses of posts are a huge problem for your SEO strategy. Remembering this, it is good to plan well what will be the title of your blog so you don’t keep changing it from time to time. OK?
What are Keywords and how can I use them?
A Keyword is a keyword that defines content for Internet search engines. This keyword can be one or several words forming something that someone can look for in an online search. They are like labels that serve to warn of what a content is about.
Keywords are also essential for search engines because they facilitate link rankings in searches.
Could you understand? So let’s move on.
How to find the perfect keyword?
First you must know what people are researching to create content for that audience. Put yourself in the place of your audience and imagine how they use Internet search engines to find what they need.
A good tool for this is SEMrush. The website informs details such as the search number of each keyword and even suggests related words. It is worth taking a look.
Another very important factor is the type of keyword that is best for your SEO strategy. The following will explain the two types of keyword you can use to attract customers.
Long Tail Keyword
A good way to grow with a new website is by investing in content production with long tail keywords. This type of keyword has above three words, for example: Digital Marketing for beginners or best 5 star hotels in Berlin.
This type of Keyword has less competitiveness compared to short tail. This characteristic is due to the number of people who search for them is lower because of their specificity.
Despite that, this type is best for beginners as they need to develop the authority of the website and, until they do, Google will not put them in the results of most wanted terms.
The way out is to invest in long tail because these have far less competition, but in some cases have more motivated users because they already know what they want.
Short Tail Keyword
Short tail are the most desired keywords because they are the shortest and most powerful.
If your website is the first place in searches like « marketing » or « dollar quote » you are in an enviable position. This situation should yield you a lot, but do not stand still. You should keep an eye on the ranking and maintain the quality of your website as a whole.
If you do not take care, another will take your place.
The ideal is to gain authority by using long tails keywords and then invest in short tail keywords.
Miracles happen and some beginners can rank well in short tails, but statistically, the more likely it is that you will not succeed.
How many keywords should I use?
There is not a maximum, but if you exaggerate the result will not be very readable, right? Especially because Keywords are usually very explanatory and the text could get « robotic ».
The ideal is to use at least one-for a practical matter-and at most three-for the same reason. Organizing three keywords in a text can be a bit tiring, especially in long texts.
What is meta-description?
Meta-description is the definition you create for your post to make it more attractive to anyone who is searching. It is a summary of the subject of the post written in order to incite curiosity in the reader.
Imagine that you have only 320 characters to « sell » your content. Use this space well and do not forget to enter your keyword.
But where do I find the website’s meta-description?
When you do a Google search you notice that below the title there is a small text talking about the post. That is the meta-description. One of the most important factors to get the prospect to search your website.
How content marketing can help my SEO strategy?
Understanding content marketing, even in a basic way, is essential to your SEO strategy.
« Content Marketing is a way to engage with your target audience and grow your network of customers and potential customers by creating relevant and valuable content”, Marketingdeconteudo.com.
SEO is a practically mandatory technique for anyone who works with content marketing. This is also a reality for any marketing activity that has the Internet as a tool to attract customers. Search Engine Optimization is indispensable.
Get to know some of the best content marketing practices that will help your SEO strategy.
An editorial calendar is for you to know in which days you must post content on your website. But does this make any difference in my SEO strategy?
You have two reasons to have a calendar to organize your posts, which are:
It’s not enough just to rely on Google, you need to have loyal readers. When the reader enters your website and does not find new content, it may give up on your website. That is why it is important to « spoil » the customer and produce new posts with a certain frequency.
Keep Google aware of your posts.
If Google knows that every day your website has new content, every day Google will send its bots to check your new content.
If it is every week, the blog will have the same frequency or close to it, since the bots are not perfect.
What is guaranteed is that if you post content with too much time difference the result will be an extremely slow indexing, which can undermine your SEO strategy.
To create an interesting post it is necessary to put yourself in the reader’s shoes. Imagine what the reader needs and what he will be interested in reading.
The information has to have a benefit or the reader will not waste time with your content. If you know the subject, try writing about solving a problem or answering a question about it.
Create the agenda to satisfy the persona, not to satisfy you.
A post consists of:
- Sales Funnel stage;
- Post summary;
- Call to action;
- References to content.
These items are essential for your planning to have positive results!
Consider hiring a content writer, also known as web copywriter, for your website or blog. If you do not have the budget, that is, a good writer, learn how to format the content with SEO techniques and do the service yourself.
Ready to learn how to format?
We have prepared this checklist for you to create a complete post for the reader and well-structured for Google.
When writing a text that helps your SEO strategy you should:
Title and introduction
- The title has to make people curious and, at the same time, be effective in telling Google what the text is about. For this, the keyword must be present and preferably at the beginning.
- Write in a practical and colloquial way. Always assume that the reader has little patience and time. Paragraphs of 1-3 lines are preferable.
- Try to start the first sentence of the text with the Keyword.
- NEVER link to other websites in your introduction.
- Put all the Keywords in the introduction as naturally as possible so it does not look forced.
- Divide the topics using the H2 tag and the sub-topics with H3. This formatting not only makes the text clearer for the reader but also for search engines.
- Repeat the Keyword in at least one sub-title.
- Make as many internal links as possible without appearing to be desperate. On the other hand for external links, in very large texts, the ideal is something around 5. Do not forget that all these links must be from trusted websitess. If the text is smaller, it is good to use external links in moderation.
- Do not forget to fill in the image information before posting. Alt text, caption and title are essential. Try to use at least one of the keywords in the information for each image.
- Examples are efficient to teach better. Try to use them in more complicated topics. Images are good devices to help with an explanation.
- It is recommended that you make at least 5 subheadings, but if the text is small, it is better to create fewer subheadings than to leave topics with almost no content.
- Quotes are good for breaking the monotony of a post. Try to put one or two, but do not overdo it. The text is still yours and should have the face of your company.
- Charts show that your content has foundation. Use whenever possible.
- Make a call to action for a landing page. This is the time when the reader has to be directed to another place and preferably to do something that benefits the company.
- After doing the CTA you can indicate other posts related to the content and invite the reader to comment on the post.
- NEVER FORGET META-DESCRIPTION
- Videos are becoming more and more popular. Try entering one into the text. Preferably one of your own authorship. A good practice is to use the content of the post and create a video for Youtube. So you put your content on more than one platform and you still offer in your post the video option.
- Another practice that is getting more and more common is to offer an audio version of the post.
- The keyword should be repeated around 1 and 2% of the total number of words in the text.
The content quality prevents bounce rate, a metric that analyzes the reader’s repentance in clicking a link, from increasing and therefore harm your website’s authority.
When the user does a search and clicks a link, but the website content does not please him, he returns to Google. When he clicks on the next result your website will be harmed and the other one, that has managed to please the user, will be better ranked.
Do images and videos influence?
More and more, Google and other Internet search engines have been valuing content in these formats. But do they influence how your text is indexed?
In the case of images the answer is affirmative. Images influence the indexing of the post in the normal ranking, besides being displayed in the image search.
In regards to videos it is official that Google values YouTube content, but there is no confirmation that this content within a text makes it rank better. Even so, there is still the possibility that this may happen in the future.
Anyway, using videos is recommended, even if it is as a tool to leave the post more relaxed.
Keep up to date on what new tool or technique Google can launch in the near future. Being an early adopter makes the difference when it comes to SEO strategy.
Is post’s URL important?
The post’s url may seem like something without much influence, but it is of the utmost importance for your SEO strategy to succeed.
Two points are important to understand the importance of the url: Indexing and search engine rankings.
Urls help in indexing because they are also analyzed by the relationship with the content. The presence of the keyword is extremely important in this process.
A simple url that uses the keyword is essential for the post to be well indexed.
Yet for the Google ranking, after indexing, it is necessary that your post remains in the search engine. If you change the url what can happen is the user to enter an error page and have to go back to the search engine. The result is the same as with bad content: falling rankings, which can affect your website as a whole.
Also, most users coming from search engines would not continue on your website. Hardly your post with the new url would have the same success as before.
Do not change the url of your posts expecting any miracle to happen. Even if the url has an error, once it is indexed by Google, it is best to leave it as is.
What is RankBrain?
RankBrain is a Google tool that helps define the ranking of websitess in search rankings. According to experts in the field, if RankBrain does not find you relevant, it is as if you were not.
RankBrain is the Internet’s Batman: if you do something wrong it comes without warning and catches you. But the result is only seen in the surveys.
Never try to make random text and clog keywords that have nothing to do with content. RankBrain can punish you and not have the help of Google can be up to a death sentence for a company.
RankBrain is not responsible for bans or things like that, but as other content would be preferred, it’s almost the same. The tool favors quality!
RankBrain can be a bit problematic because Google keeps the details of the tool a secret. The tip of this topic is to create really relevant content for the subject, without attempting to clog random keywords.
Follow the tips in this post and you should have no problems. It is better to behave than to get a spank, isn’t it?
What are the effective metrics for my SEO strategy?
Metrics are, in short, calculations that measure the efficiency of your marketing efforts.
They are used to analyze your results so that you can maintain or improve them.
Let’s talk about the most important.
Bounce rate is a metric used by Google to stipulate the quality of your content. If your content is good the user stays on your page. If it is bad it will return to Google search for a better result.
The result is that Google can downgrade your website, which will make fewer and fewer people see your website.
A tragedy for those who need the website to get customers.
The higher the search volume, the greater the attractiveness.
It is a good thing you keep an eye on what people are researching to see if it is worth investing in the Keyword related to that survey.
SEMrush is a good tool to learn more about the habits of Google users. The data is updated monthly, so it will not be effective for issues that have gained relevance recently.
Occasionally a subject becomes popular and the volume of quality content on the subject is less than other popular topics.
You should keep an eye on this type of search because it is easier to rank when there is little content on the subject. You just have to be able to write and index before the trend leads to an increase in content being produced to meet the demand.
Keep an eye on Google Trends to get an idea of what is worth writing about.
This item changes the perspective of this list. Instead of dealing with how users use search engines, it refers to something you have control over.
The Keyword density rate needs to fluctuate between 0.5% and 2.5%. Less or more than this can be a problem for your content. This rate was as high as 4.5%, but the standard changed to improve reading.
One tool that is referenced in this metric is Yoast SEO. If you use WordPress this is a required plugin.
What is Link Building?
Link building is the practice of getting links pointing to a website and thus increasing the authority of the website to search engines.
For a long time search engines have used the amount of links linked to a website. It was the only metric used. Nowadays this metric is still important, but now it divides space with several factors.
But quantity is not everything. The quality of the websites that links to your website is even more important.
Link bulding can be done through guest post or by contacting the website administrators and asking them.
Obviously there are more factors involved in this request. You can offer help for a post in exchange for help on one of your own.
As for the guest post, the ideal is to only do it on a small number of websites because Google has already stated that the excess can be classified as Spam.
Another way that some use is to create websites and blogs on a keyword you want to use. So you put some content and link to your website. The practice does not seem very correct and, with the advancement of algorithms of the search engines, it is not known until when it will go unnoticed.
What is a sitemap?
The word makes it look like it is a complicated thing, but actually it is one of the simplest things on this list. Depending on how you created your website, there are several ways to create a Sitemap and submit it to Google and other search engines in just a few steps.
But first, what is a Sitemap? Sitemaps are files that held details about the organizational structure of your website. Basically they say where everything is. The job is to make Google bot work faster and more efficient by streamlining the indexing of your content.
You create the file and then upload it to the search engine. That simple.
There are several tools that create the sitemap in just a few clicks. In the following topic we will indicate some of them.
Most popular SEO tools
The list will not be too long because we prefer to indicate only the tools that are absolutely indispensable to your SEO strategy. Half of them have already been mentioned, but we prefer to separate on this topic to make it easier for you.
Check out the tools and what they do:
- SEMrush: almost everything related to SEO strategy. You really should take a look.
- Keyword Planner do Google Adwords: keywords search.
- Google Search Console: helps your website to be indexed, among other things.
- Google Trends: trend search for keyword creation.
- Bing Webmaster Tools: correct indexing by Bing search engine.
- Yoast SEO: does almost everything concerning SEO strategy for blogs on WordPress.
- All in One SEO: the definition of Yoast serves perfectly.
- SEO Analyzer: analyzes if your website structure is ideal for search engine crawling.
- BWP XML Sitemaps: creating sitemaps for websites on WordPress.
Ideally, you should research on each one because all the tools are useful.
When you do a search and click on a result you read the whole content to get an idea or you turn around and look for simpler content?
Unless you enjoy reading complicated texts for no particular reason, you will choose the second option. Why? Because the first impression is the one that stays, not the second or third.
If your website is not attractive, or even slow to load, the customer looks for what he wants elsewhere. That simple.
Do not expect too much from the user, offer what he needs in a simple way.
A simple text of short paragraphs with explanatory images is enough to take the reader’s curiosity.
Website load time
Time may not even be money, but anyone who is looking to solve a problem, or even looking for fun, does not have much patience to wait for a website to load.
With the advancement of technology and online competitiveness it is always good to stay ahead to prevent the reader from giving up content. Losing a customer because of a few seconds of loading more than the competition?
Sounds silly? Data from Borland Silk Performer shows that after 3 seconds of waiting 40% of users give up opening a website.
Every second counts!
Value the mobile
If you let the mobile in the background stop to review your concepts because they are very wrong.
Just to get an idea, there are more people with smartphones than computers. Being prepared for this audience is essential.
The smartphone version of your website should be easy to use for your target audience. Give preference to the responsive design, which is what changes depending on the device.
Do I need an SEO course?
Not every professional in the area has taken courses and not everyone who has taken a course is a good professional.
If you are an entrepreneur or work in the marketing area of a company, the basic readings, like this post, can make you understand everything you will actually use.
If you are an aspiring professional in the area a lot of reading is required and basic courses have low prices. One course you can do to learn about SEO strategy for free is the Hubspot Academy.
One last tip?
Review your work constantly!
In addition to the emergence of new techniques, Google and other search engines do not usually leave their algorithms idle for long. Find out what the market is offering and also what Google is demanding from content creators to improve their SEO strategy.
Did you like the post? Were we able to answer your question? So leave a comment by saying what you think!
Do not forget to read our other posts and if you want help in your SEO strategy contact us