The Smart Way to SEO Success

Google’s algorithm updates may be incremental, but the effect on SEO over time has been anything but. And while the relentless pace of those updates may make SEO feel like a game of whack-a-mole, attention to the fundamentals can make all the difference to your SEO success.

Google’s algorithm updates may be incremental, but the effect on SEO over time has been anything but. And while the relentless pace of those updates — and the churn of the competitive landscape in your industry — may make SEO feel like a game of whack-a-mole, attention to the fundamentals can make all the difference to your SEO success.

Focus on SEO Fundamentals to Start

No surprise, the first things you should examine are the fundamentals. Your page titles and headers should be keyword rich, as should your copy. (Particularly the copy nearest the top of each page.) Meta descriptions should be informative and enticing, as they’re a key factor in encouraging clicks from the search results pages.

Alt tags — and accessibility more broadly — should also be a part of your pre-publication checklist for all content. There has been increased scrutiny on accessibility compliance over the past few years. This may require a shift in your approach to coding, design, and content. It’s not directly related to SEO success, but quite a bit of accessibility compliance best practices overlap with SEO best practices.

Technical performance counts, too. Search engines use page load speeds and other measures as factors in their rankings, knowing that how quickly a page loads contributes significantly to overall user experience.

Finally, be sure you understand your analytics data. Ask the questions that get you information you can turn into actionable insights. Get your analytics team to set up reports to include those data points on your dashboard.

Do Your Research

There’s keyword research, of course, which will tell you what language your prospects are using to find the information they want. Don’t forget that the same research can also paint a useful picture of what your prospects’ pain points are.

You should also be doing competitive research. Identify which of your competitors are having SEO success and understand what keywords and kinds of content they are producing to help them win.

Chart Your Own Path with Great Content

Once you’ve identified your most successful competition and their methods, it may make sense to zig where they’ve zagged. Carving out your own niche is often preferable to trying to unseat the incumbents. Just be sure the niche you create still serves the needs of your audience.

Then, it’s all about the quality of the content. It must be useful, actionable, and engaging. No one expects your B2B content to be as entertaining as the latest Netflix sensation, but it’s wise to remember that no matter how boring your industry, your prospects still go home at night to Netflix, Hulu, and other highly entertaining diversions.

The bar is lower for us as marketers, but only if our content helps our prospects succeed.

3 Tips to Refine Your Current SEO Strategy

It’s a good time of the year for digital marketers to take a closer look at the success of their SEO efforts. What SEO strategy seems to have worked best? How successful have you been in attracting your core audience? Now is not the time to coast on what you are doing, even if you’ve hit or exceeded your goals this year.

It’s a good time of the year for digital marketers to take a closer look at the success of their SEO efforts. What SEO strategy seems to have worked best? How successful have you been in attracting your core audience? Now is not the time to coast on what you are doing, even if you’ve hit or exceeded your goals this year.

Use the last few months of the year to refine your SEO strategy and pinpoint opportunities for driving more high-converting visitors to your website. A quick audit like the one below can highlight places where these SEO tactics could yield better results.

1. Polish Your Technical SEO Components

You would be surprised at how many seemingly polished websites neglect basic SEO techniques, like optimal keyword placement and appropriate headers. Keyword research is one thing that remains vital in a sea of SEO changes over the years. Of course, don’t mistake an emphasis on keywords as an invitation to start using outdated keyword-stuffing tactics.

Unnaturally stuffing keywords into your pages is unnecessary and reads awkwardly to your target audience. Sprinkle your focus keywords throughout your content organically, in a way that makes sense. You can also target multiple, related keywords by optimizing their placement in the headings (H1, H2, H3, etc.) of your content.

Meta descriptions are another SEO component many marketers neglect. Optimizing meta descriptions is a quick, easy way to help drive more clicks to your website; which, in turn, can improve your search engine rankings. Don’t just let Google decide what to use as your description in its search results. Draft compelling meta descriptions that will help your business stand out to prospective customers.

The biggest thing to keep in mind when it comes to SEO is the intent. How well are you matching the page titles and descriptions to what your prospective customers are searching for?

2. Upgrade Your Content

You’ve heard it before, but it bears repeating, content is king. Google’s goal is to provide the absolute best search results possible for its users, and that means you must have the best content if you want to compete in SEO.

What can visitors find on your site that they cannot get anywhere else? Home contractors can create video guides for common do-it-yourself scenarios that often stump potential clients, while making it clear when they should call in a professional. Creative types can take their visitors through their process of coming up with their final product, whether it is a song or a new cake design.

You don’t have to reinvent the wheel. Look at what is already ranking at the top of Google for your target keywords. How can you do it better? What new angle can you cover that can fulfill the needs of your visitors? The voice of experience should be evident throughout, showing customers why you should be their top choice over other competitors.

3. Improve Tracking Across Your Pages

Tracking is a marketer’s best tool when it comes to finding SEO improvements. It can tell you exactly where the issues are and what changes can have the most significant impact, when properly implemented. If you haven’t done so already, then I suggest installing Google Analytics across your entire website and linking it up to your account with Google Search Console. Those two tools will give you invaluable insights into your SEO efforts.

You’ll be able to track keyword rankings, search engine click-through rates, and SEO landing page conversions.

For locally-focused businesses, I recommend BrightLocal for tracking your Google My Business rankings, over time. This will help you spot trends and continue to make improvements with your local SEO efforts.

It’s Time to Work on Your SEO Strategy

We’re in the fourth quarter, so it’s time to set up your SEO for success in the next year. Review the basics and make sure you’ve optimized your website correctly for your target keywords. Then review your content, compared to what’s already ranking in Google. How can you compete and create superior content for your target audience? Lastly, don’t forget about tracking. It’s never too late to get proper tracking installed so that you have the tools readily available to improve your SEO.

Want more tips to help you with SEO? Click here to grab a copy of my “Ultimate SEO Checklist.”