Position yourself for rankings and traffic now & in the future
Now that you’ve learned some of the reasons behind creating a supercharged SEO campaign, it’s time to put it all together with a step-by-step list of how you can build a power packed campaign for yourself. Remember – you don’t have to carry out all of these activities on your own. You can enlist the help of colleagues and SEO specialists, to assist. Ideally, you’ll want experts to pitch in, so that way your campaign gains momentum and shows results faster. A top SEO firm will not only position you for success today, it will keep you top-of-mind with your audience into the future.
You can use this list as a framework, and tweak it to fit your individual needs.
1) Don’t skip this step – do a site audit. It’s tempting to dive in and get going on SEO and content creation. While your fervor is admirable, it also may be premature. Often we have found that our clients have impediments to indexing (code errors or other issues) that need to be addressed first. Have an expert review your website for any barriers to ranking on search engines. Get those prioritized and fixed as soon as possible. You don’t have to feel like you’re running behind because you didn’t start your campaign yet. It’s important to view this step as the actual beginning of your campaign. Make sure everything is prepped and ready to go. You’ll get better results later.
Recommendation: Have your SEO company perform a complete site audit. Have it explain its findings and then implement fixes (along with help from your development team). Then move on to step two!
2) Power up your key phrase research. Typical key phrase research looks for the sweet spot between high relevance and search volume. With this step we still want to do that, but we want to add as many long-tail key phrases as possible. Why? As we stated in our previous posts in this series, you want to build authority with our audience. You do this by drilling down to 3, 4, 5 and more word phrases that are very specific. These will be phrases that show definite intent; people searching for these phrases are usually very near a purchase decision. You want to create content around as many relevant long-tail phrases as possible, so you can direct people who are ready to buy, to buy from you.
Recommendation: Break out a separate tab on your key phrase sheet for your long-tail phrases. Use some of them as primary phrases on new web pages you create, and use some as supporting phrases for your primary phrases. Your long-tail phrases don’t act as a ‘magic bullet’ alone – but they are vital to your content strategy and give you real insights into what your audience is thinking.
3) Lay out your content strategy. Many articles tell you to build out an editorial calendar, and that’s great advice. We’ll go one step further: Not only do you need a list of content topics, it’s important to vary your content formats to keep user engagement high. Not everyone takes in information in the same way. Some folks like to read blogs; others prefer a chart, and still others would rather listen to a podcast or watch a video.
How do you satisfy all of these people and lead them to conversion?
We offer two ways to tackle this:
a. Create content and then re-purpose it to make several new pieces to share. For example: You can write a blog post about building your own sailboat. Then you can create a short audio interview with someone who has built the sailboat you’re talking about. Let them advise people on the best methods to tackle this project. Then make a short video of that same person demonstrating a few of the tools used to make the boat. Go ahead and share the blog, audio, and video on social media. Finally, email the blog, audio and video to your list members and ask them to share it on social.
Wow! From one content idea you’ve just developed a whole mini-campaign with lots of traffic-driving power! Be sure to look for opportunities to add some of your long-tail keywords into your content. Make your content the IDEAL, ULTIMATE ANSWER to (in this case) how to build a sailboat.
b. There are lots of ways to branch out from all the content ideas we discussed above. Have an experienced SEO firm help you. They can create expert level content quickly, and they will know the best places to distribute that content so it has the best opportunity to be seen by your target audience.
Recommendation: Follow steps 3a and 3b. Your SEO company can review where your competitors have thin or no content on a given subject. These are huge opportunities for you to fill those content gaps – don’t let someone else beat you to them!
4) Take advantage of local SEO opportunities. If you’re trying to dominate your local area, you’ll want to pay attention to this step. Get as many local citations as you can, to help build up your local authority. Check out our blog post that gives you details on how to do that. Then look for ‘rich media citation’ opportunities – sites where you add images or video to your listing.
And don’t forget to spend a lot of time on your Google My Business listing – that’s the most important task you can complete to build out your local presence online!
Recommendation: Start with Google My Business, then add new local citations each month. Concentrate on creating content around local-specific, long-tail phrases to keep your local authority growing.
5) Keep the momentum going! After you have deployed all of the above steps, it’s vital to keep your campaign’s momentum rolling, and you can do that by:
a. Periodically reviewing your competitors’ activities to check for content gaps – fill those gaps with quality blogs, videos, audio segments, charts and images, and grab the resulting traffic for yourself!
b. Updating your key phrase research several times per year – you always want to be on the lookout for new opportunities to tap into your audience’s search intent.
c. Re-purposing content: Turn that video about how to make a 5 course dinner into an infographic, a podcast, and a blog series. Get the very most you can from every content idea, and you will be in a great position to provide THE MOST COMPLETE ANSWERS to user queries (which translate to top search engine positions for your key phrases).
d. Keeping vigilant for barriers to indexing and ranking – these can crop up from time to time, and all of your SEO work can get derailed if you have impediments blocking your path to success.
e. Getting your SEO company to work on a link development program for you. Experts really come in handy here – you’ll want to have them create a systematic link acquisition program to help build and maintain your rankings. Ask for case studies and choose quality links over quantity.
f. Checking out the first two installments in our series:
Now that you have your blueprint for a powerful SEO campaign, it’s time to make it happen. One of the most important decisions you’ll make when deploying your SEO activities is how you’ll delegate these tasks. You may have some internal resources you can use to get started, but often what happens is that people get busy, and other issues take their attention away from working on digital marketing.
You Can Get the ROI You Want – Faster! Here’s How
Engine-ius Marketing offers an effective way to start your SEO campaign and keep it on track. Don’t risk your website getting lost in the jungle of ads and competitors’ search results! Have us manage your campaign so you gain the traffic and sales you want now, and in the future!