Search Engine Strategy

SEO is something very dynamic and as such, it needs to change and adapt all the time. Not only because SEO rules are changing but also because the competition is changing and also the company is changing. All those 3 changes need to reflect in SEO.

SEO is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines.

It includes SEO Entities Definition, services set up to begin collecting vital information with regards to our ranking on search engines and the performance of our entities. This will allow us to perform a preliminary analysis and come-up with the right SEO strategy.

The next and most important step is to identify our short tail keywords. These are the most difficult and more valuable keywords. They usually consist of keywords/topics that target pages of high commercial value such as the home page, services and e-commerce pages of interest.

After we have the correct keywords, it’s time to get our hands dirty with a Content Strategy and in-depth Keyword Research.

Next step, based on our scope, pool size and preliminary keyword research is to set our KPIs and goals for the SEO campaign, which will allow us to track our progress and evaluate the results of Search Engine Optimization.

Here are the Stages of a SEO Strategy the way we see them:

• Stage 0 – SEO Entities Definition
• Stage 1 – Setup which is about collecting vital information to perform a preliminary analysis and come-up with the right strategy.
• Stage 2 – Static Content Structure & KW Research. The first and most important step is to find some Short Tails. These are the most difficult and more valuable keywords. They usually consist of keywords/topics that target pages of high commercial value such as the home page, services and ecommerce pages of interest.
• Stage 3 – Blog Content Strategy & KW Research. Now it is time to get our hands dirty, but before we do we must first make clear a few more things.
• Stage 4 – KPIs & Goal Setting. Next step, based on our scope, pool size and preliminary keyword research is to set our KPIs and goals for the seo campaign. Usually for SEO Campaigns we use the following KPIs:
  • Avg. Position for Desired Keywords & Click Through Rate
  • Weekly Organic Traffic
  • Conversion Rates of Organic Traffic (are usually lower than those of PPC)
  • Direct Conversions
  • Assisted Conversions
  • LTV of customers who have engaged with the brand through the organic SERPs.

Be aware that some of your products may require a different SEO strategy as different products may have different competitors, scope or characteristics. Thus, there are cases where for different products we need to create a DIFFERENT SEO plan. That said, it’s very important to concentrate on product or service CATEGORIES rather than products themselves. Additional to the products, you should consider an SEO plan for the company’s brand as well.”]

One SEO Strategy fits all #not