Although SEO cannot stand alone as your only means of marketing, it is the foundation of any digital marketing campaign. The keyword strategy that will be created helps marketers form everything from the blog content to the social posts that help promote them. The pages that we determine will drive the most traffic will give marketers ideas on what topics and pages they should be focusing their efforts on.
Any way you look at, there is no doubt that you need to have search engine optimization strategies implemented. Throughout this blog article, I will discuss the most essential parts of an SEO campaign.
Pillar Page Strategy
Because of the way Google’s algorithm works these days, if you optimize for a specific topic, you will begin to rank for particular keywords within that topic. In order to implement this new strategy, it is really important that we first pick out the most important pages that are going to drive the most traffic. We choose these pages, or pillar content, based off of certain data that can be pulled from Google Analytics, as well as what pages we want to drive a good amount of traffic to.
Once you have your pillar content determined and have chosen some topics that represent each page, you can begin research to determine some keywords that will used to optimize those pages. This will also give marketers some terminology they should be using during promotions.
Long-tail Keyword Strategy
In order to support the above strategy, it is important to come up with strong long-tail keywords that will be used as blog titles. They must be within the topics and bound to drive traffic. In order to see if the keywords will drive traffic, make sure you are using the correct tools to determine monthly average searches.
Because long-tail keywords are much easier to rank for, you sometimes have a better chance of getting traffic to your blog posts faster than your pillar pages. By linking to those pillar pages within the blog posts, it gives people a chance to click through to that page, as well as gives that page more authority to rise in rank.
Is your website mobile-friendly? Every year, people spend more and more time using their phone or tablet to find information, but many websites are not designed for different screen sizes and load times. Google’s algorithm now takes mobile responsiveness into account. It is important to make sure that the entire content of a website fits into a tablet or smartphone of any size. However, it needs to be legible, easy to navigate, have a fast load speed, and much more.
There is also a new type of HTML code that can be used to optimize your mobile responsiveness even further, called Accelerated Mobile Pages (AMP). AMP allows your website content to load faster and before any of the image, video, or other interactive elements on the site, which is proven to decrease bounce rate. Additionally, depending on the popularity of your article, your organic search listing could be interactive with a featured image, which increases click-through rate.
Schema is a code that goes on your site that can help search engines return more informative results for the users. It can make your search results look more interactive and give users information without them having to click through to the site. Below is an example of a business that is using Schema:
Red Rocks is using Schema to display their schedule for users to easily see upcoming shows. For users, this is exceptionally useful and Google notices this and holds higher priority over some competitors. There is data markup for the following:
- Local Businesses
- TV Episode and Ratings
- Book Reviews
- Software Applications
As you can see, SEO has changed a lot over time. It is really important to have a solid pillar strategy as the foundation to work off of. By having a more focused strategy, you are bound to drive better results, rather than spinning your wheels not knowing exactly which pages to focus on and when. Pick the most important pages and stick with them.
In addition to a solid strategy, make sure you are implementing that strategy through blogging and adding elements to your website that will help your website rank higher.