Basic SEO Strategies is a series of posts aimed at providing compelling thoughts that engage and motivate small to medium business owners to improve their current or non existing SEO strategies. Small business owners who haven’t conducted a basic SEO service or strategy will find these thought provoking and helpful. Those who have conducted some form of search marketing before will also find these thoughts engaging.
1. Pick a fight you can win
Many business owners and companies attempt basic SEO strategies themselves or are miss informed by their SEO consultant. There are two very common occurrence’s 1. Picking fights with keywords that are (a) too general or (b) too competitive and 2. Picking a fight with websites that are just too big and SEO friendly.
This is why it is imperative right from the outset that proper keyword research is performed. So that when you choose your keywords you are going into battle as the guy on the left as opposed to the guy on the right. Get it?
The heavy weight on the right of the picture is a content rich/heavy website with long limbs, fantastic reach and agility.
The guy on the right is a small website that is skin and bone, under prepared and never trains.
Long Limbs & Reach: Long Limbs allows the heavy weight to reach further, his biceps are full of muscle and weight and when he strikes his opponent will surely know about it. To relate this boxer back to a website the content of this website is keyword rich and is well written and engaged with by users. Google understands this website and sees it as a useful tool.
The referee (Google, Yahoo & Bing) notices this and awards him to be the winner.
Agility: For his size this boxer moves well. He is always updating his position and moving in the right direction to counteract his opponents movements. This boxer is always training. To relate this to websites, a websites content is like what training is to a boxer. If your always updating and adding valuable content then when it comes to the big fight night, the referee (Google, Yahoo & Bing) will award you to be the winner. It’s that simple.
A high performance website works in much the same way its length and depth of content strikes well and is indexed regularly by the search engines. When this website produces content the search engines sit up and notice. It has fantastic agility and is always updating it’s site with fresh content and as a result it knock’s it opponents out.
So, you’ve become this heavy weight boxer.
Then what?
This means your ranking has increased, Great!. This also means that your traffic to your site has increased, Great!. But what are these people doing on your site when they get there? how long are they staying for? where are they less engaged and leaving your site from? what pages are they buying from, or leading into a sale? Are these people even interested when they get there?
You may have the ranking and you may have the traffic, but if you don’t convert this traffic into engaged regular users or sales from your website you have failed as a digital business owner and simply will not sustain your high ranking in the search engines.
A fantastic SEO campaign is as much about a short term intense strategy and campaign implementation as it is about long term less intense in house business owner strategy. Both Consultant and website owner must work in unison for it to be successful longer term.
Other Basic SEO strategy Posts:
2. Basic SEO Strategies – Internal Linking
3. Basic SEO Strategies - Optimising Page Titles
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