3 Simple Steps to Improve Your SEO Strategy
If your website isn’t receiving as many visitors as you think it deserves, there are a few possible culprits. However, one of the most significant sources of web traffic is your search engine optimization or SEO. Whether your SEO is good or bad, it’s probably having an outsized effect on your web traffic. Learning the ins and outs of’ SEO can dramatically increase not only your web traffic but your understanding of what your customers are interested in and what they’re searching online.
What is SEO?
Search engine optimization means strategically writing your online content with specific words, phrases, and topics in mind. If you can use terms that people search for frequently, you’ll naturally attract more people to your page because you’re writing about the things you’re interested in. Essentially, SEO is all about making your website accessible and easy to find. A good SEO strategy will also make your content easier for search engine indexing software to find, scan, and index, which will lead to increased traffic later on as well.
How can you improve your SEO strategy?
Perfecting an SEO strategy is easier said than done. There are lots of moving parts and changing trends to keep in mind, but once you’ve got an SEO strategy that works for your organization, you’ll be able to keep that momentum going with just a little maintenance.
Begin with the basics
Start by creating a list of topics that are associated with your product, service, or site. Don’t limit yourself to single words; branch into phrases as well. Next, use an SEO tool—like Google’s Keyword Tool, Ahrefs, Growthbar, or others—to figure out how frequently those terms are searched to make sure they really are the words you want to use. Even better, these platforms will be able to tell you if there are any small variations you could make to improve your site’s searchability.
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From there, decide which phrases are most important and rank them accordingly. Which terms are most important to your organization’s overall mission? Which terms best summarize the questions your potential customers are asking that will lead them to you? Once you’ve made that list, start looking for ways to incorporate those terms into your content. There’s an important balance between using SEO terms frequently and forcing these terms into places where they don’t really fit, and the sooner you find that balance, the better your content will be. It’s also important to remember that grammar matters. Changing the phrasing of a term, even if it’s to something that fits more naturally in your sentence, can have an impact on your SEO.
If you’ve found an SEO strategy that’s getting results, great! But your work isn’t done yet. SEO is constantly changing, and you’ll need to stay on top of those changes if you want your strategy to keep working long-term. The words and phrases people search for will change, and so will the content on your website. If you regularly check in with your SEO and make small, frequent improvements, you won’t have to make massive overhauls down the line. If you can make checking up on your SEO a regular part of your day-to-day work, you’ll be able to maintain good results without too much extra effort.
Consider skyscraper content
If you’re looking for inspiration, there are few better places to look than your competitors. Find an article that really encapsulates the message you’re trying to send and uses a similar SEO strategy. Analyze it and determine what it is that made that content work so well. Is it the information it contains, or the writing style itself? What made it rank where it did in your search engine? What can you add to this piece to make it distinct to your organization?
Once you’ve answered these questions, you’re ready to build on what you’ve learned. Take the good things from that piece of content and apply those elements to the content of your own. Be sure to add your own voice to this piece and give your particular audience something the original content didn’t. Creating better, customized content from content that was already great is what the skyscraper method is all about!
By making the effort to develop a strong SEO strategy now, you’ll reap the benefits far into the future. A good SEO strategy will make your website—and your organization, as a result—more visible and more successful.